Does religiosity matter in impulsive psychology buying behaviors? A mediating model and empirical application

The present study explores the connection between religiosity, beliefs, psychology, and impulsive buying patterns. This study draws strength from two theoretical models:y: Values Attitude and Behavior (VAB) and consistency theory. It was hypothesized that religiosity (intrinsic and extrinsic) predicts beliefs materialism, risk aversion and life satisfaction) that ultimately associated with impulsive buying tendencies. A cross-sectional survey was conducted to collect the data by utilizing the mall intercept approach. A total of 544 valid responses of consumers of apparel products were used to test the model. Data were analyzed through covariance-based structural equation modeling CB-SEM. Empirical findings supported a significant association of religiosity, materialism, risk aversion and life satisfaction. It was also found that beliefs turn into impulsive buying tendencies. Materialism, risk aversion, life satisfaction were found as significant mediators between religiosity and impulsive buying tendencies. The results revealed that the social meaning of religiousness and individual spiritual values enhance life satisfaction, risk aversion and condemn materialistic beliefs. It was found that customers satisfied with their life are less risk-takers and are less inclined towards impulsive tendencies. However, higher-level materialism leads to impulsive tendencies. The study findings offer significant implications of religious values, beliefs and behavioral outcomes for retailers of developing countries. The present study is one of the preliminary studies to examine religiosity, beliefs (materialism, risk aversion, life satisfaction) and impulsive buying tendencies by using VAB and the theory of consistency.