The Effect of Religiosity on Product Involvement in a Muslim Society

Özet

Religion has an important place in social life. It does not only affect the structure of society by shaping behavior and attitudes of people but also is affected from the social construct. Since religion has been perceived as a taboo subject, the number of researches about the relationship between religiosity and marketing are limited. Most of existing papers is relevant to Christianity and other religions. This study aims to present the effect of religiosity on product involvement using Allport’s intrinsic/extrinsic religious orientation scale (ROS) in a Muslim sample. Three different product categories were selected (food, cosmetics and cleaning products) to analyze. Sample size of the research is 282 people which were selected by convenience sampling method. In methodology part, correlation and regression analyses and ANOVA and independent sample t-test were used. As a result, participants' level of involvement for each product group is differentiated according to their religiosity orientation. Since the scale was applied on a Muslim sample in Turkey, the study is also important.