The Effect of Religiosity on Purchase Intentions of Fashion Products: Is Faith an Important Factor in Consumer Behaviour?

As a result of the projected growth of the global fashion industry, and the fact that the majority of the world’s population is affiliated with a religious faith, the present study aimed to assess the state of the art on the intersections of fashion, religion and consumer behaviour. This study is done in order to help guide the strategies of marketers and theorists on this subject, which despite its significance is still relatively new in scientific literature, therefore including limited research. This literature review touches on the difference between religion and religiosity, and how it can be a moderating factor in consumer behaviour, focusing on the influence of Christian religiosity in apparel shopping behaviour and the purchase intentions of fashion products by Muslim consumers. This study also investigates the impact of religiosity on pro-environmental and sustainable fashion attitudes and how different faiths see this relationship. Similarly, it was also concluded that while most faiths give great emphasis to modesty and, therefore, its incompatibility with status consumption, religiosity has very little influence on the consumption of luxury fashion, as consumers did not see a connection between consuming luxury goods and their faith.