IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v12y2023i2p18-33.html
   My bibliography  Save this article

Impact Of Religiosity And Self-Congruence On Impulsive And Obsessive Behaviour: A Mediation And Moderation Perspective

Author

Listed:
  • HAFIZ IHSAN UR REHMAN

    (Assistant Professor, Department of Business Administration, University of the Punjab, Gujranwala Campus, Pakistan)

  • AYEZA ZUBAIR

    (PhD Scholar, University of the Punjab, Pakistan)

  • MARYEM BIBI

    (PhD Scholar, University of the Punjab, Pakistan)

  • SALEEM PARVAIZ

    (PhD Scholar, University of the Punjab, Pakistan)

  • HAFIZ MUHAMMAD IMRAN AKRAM

    (Assistant Professor Department of Banking & Finance, University of the Punjab, Gujranwala Campus, Pakistan)

Abstract

This research aims to study the impact of religiosity self-congruence on impulsive and obsessive buying. Furthermore it assesses whether materialism mediates the relationship between religiosity self-congruence, and compulsive and impulsive buying. And credit cards moderate the relationship between religiosity, self-congruence, and compulsive and impulsive buying. Data were collected from young consumers via an online survey and with the help of a questionnaire. A two-step approach was used for model assessment. A measurement model was created, and structural equational modeling was used to test the hypothesis. Religious beliefs weaken materialistic values. Materialism has a strong influence on impulsive buying. Impulsive buying and self-congruence have a significant relationship with each other. Credit cards were moderators which impact religiosity, self-congruence, and sudden and obsessive buying. Future researchers will use variables like self-image and compulsive behavior. This study was done in the fashion industry of Pakistan, but in the future can be used across the country for analysis. The theoretical contribution of the study is that future researchers will know that credit card plays a vital role in enhancing consumers' impulsive purchase behavior. Researcher faced problems in data collection due to limited sample size and cross sectional technique. Marketers use different strategies to enhance impulsive buying behavior. Credit cards help consumers to purchase the product immediately. It will help make a social contribution to society by considering the awareness and knowledge of consumers about the things allowed by their religion Islam.

Suggested Citation

  • Hafiz Ihsan Ur Rehman & Ayeza Zubair & Maryem Bibi & Saleem Parvaiz & Hafiz Muhammad Imran Akram, 2023. "Impact Of Religiosity And Self-Congruence On Impulsive And Obsessive Behaviour: A Mediation And Moderation Perspective," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 18-33.
    • Handle: RePEc:rfh:bbejor:v:12:y:2023:i:2:p:18-33
    DOI: https://zenodo.org/records/8310029
    as

    Download full text from publisher

    File URL: https://bbejournal.com/BBE/article/view/436/350
    Download Restriction: no
    File URL: https://bbejournal.com/BBE/article/view/436
    Download Restriction: no
    File URL: https://libkey.io/https://zenodo.org/records/8310029?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    2. Donnelly, Grant & Ksendzova, Masha & Howell, Ryan T., 2013. "Sadness, identity, and plastic in over-shopping: The interplay of materialism, poor credit management, and emotional buying motives in predicting compulsive buying," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 113-125.
    3. Jeffrey Froh & Robert Emmons & Noel Card & Giacomo Bono & Jennifer Wilson, 2011. "Gratitude and the Reduced Costs of Materialism in Adolescents," Journal of Happiness Studies, Springer, vol. 12(2), pages 289-302, April.
    4. Andrew M. Baker & George P. Moschis & Fon Sim Ong & Ra-Pee Pattanapanyasat, 2013. "Materialism and Life Satisfaction: The Role of Stress and Religiosity," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 548-563, November.
    5. Robert Till & David Hand, 2003. "Behavioural models of credit card usage," Journal of Applied Statistics, Taylor & Francis Journals, vol. 30(10), pages 1201-1220.
    6. Elizabeth J. Williamson & Alex J. Walker & Krishnan Bhaskaran & Seb Bacon & Chris Bates & Caroline E. Morton & Helen J. Curtis & Amir Mehrkar & David Evans & Peter Inglesby & Jonathan Cockburn & Helen, 2020. "Factors associated with COVID-19-related death using OpenSAFELY," Nature, Nature, vol. 584(7821), pages 430-436, August.
    7. Stillman, Tyler F. & Fincham, Frank D. & Vohs, Kathleen D. & Lambert, Nathaniel M. & Phillips, Christa A., 2012. "The material and immaterial in conflict: Spirituality reduces conspicuous consumption," Journal of Economic Psychology, Elsevier, vol. 33(1), pages 1-7.
    8. Jones, Michael A. & Reynolds, Kristy E. & Weun, Seungoog & Beatty, Sharon E., 2003. "The product-specific nature of impulse buying tendency," Journal of Business Research, Elsevier, vol. 56(7), pages 505-511, July.
    9. Chen, Chongyang & Zhang, Kem Z.K. & Gong, Xiang & Zhao, Sesia J. & Lee, Matthew K.O. & Liang, Liang, 2017. "Understanding compulsive smartphone use: An empirical test of a flow-based model," International Journal of Information Management, Elsevier, vol. 37(5), pages 438-454.
    10. William Swinyard & Ah-Keng Kau & Hui-Yin Phua, 2001. "Happiness, Materialism, and Religious Experience in the US AND SINGAPORE," Journal of Happiness Studies, Springer, vol. 2(1), pages 13-32, March.
    11. Jill M. Norvilitis, 2014. "Changes over Time in College Student Credit Card Attitudes and Debt: Evidence from One Campus," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 634-647, October.
    12. Badgaiyan, Anant Jyoti & Verma, Anshul, 2014. "Intrinsic factors affecting impulsive buying behaviour—Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 537-549.
    13. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    14. Cleveland, Mark & Chang, William, 2009. "Migration and materialism: The roles of ethnic identity, religiosity, and generation," Journal of Business Research, Elsevier, vol. 62(10), pages 963-971, October.
    15. Ajitha, S. & Sivakumar, V.J., 2017. "Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 103-113.
    16. Tajamul Islam & Uma Chandrasekaran, 2020. "Religiosity and consumer decision making styles of young Indian Muslim consumers," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 30(2), pages 147-169, April.
    17. Mudassir Husnain & Bushra Rehman & Fauzia Syed & Muhammad Waheed Akhtar, 2019. "Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities," Business Perspectives and Research, , vol. 7(1), pages 92-107, January.
    18. Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    19. Tatzel, Miriam, 2002. ""Money worlds" and well-being: An integration of money dispositions, materialism and price-related behavior," Journal of Economic Psychology, Elsevier, vol. 23(1), pages 103-126, February.
    20. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    21. Weaver, S. Todd & Moschis, George P. & Davis, Teresa, 2011. "Antecedents of materialism and compulsive buying: A life course study in Australia," Australasian marketing journal, Elsevier, vol. 19(4), pages 247-256.
    22. Choi, Hojoon & Reid, Leonard N., 2016. "Congruity effects and moderating influences in nutrient-claimed food advertising," Journal of Business Research, Elsevier, vol. 69(9), pages 3430-3438.
    23. Jihyun Kim & Hyun-Mee Joung, 2016. "Psychological underpinnings of luxury brand goods repurchase intentions: Brand--self congruity, emotional attachment, and perceived level of investment made," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 284-299, June.
    24. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    25. A. F. M. Jalal Ahamed & Yam B. Limbu, 2018. "Dimensions of materialism and credit card usage: an application and extension of the theory of planned behavior in Bangladesh," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 200-209, December.
    26. Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.
    27. Ahn, Taehong & Ekinci, Yuksel & Li, Gang, 2013. "Self-congruence, functional congruence, and destination choice," Journal of Business Research, Elsevier, vol. 66(6), pages 719-723.
    28. James W. Peltier & Andrew J. Dahl & John E. Schibrowsky, 2016. "Sequential loss of self-control: Exploring the antecedents and consequences of student credit card debt," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(3), pages 167-181, September.
    29. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    30. Singh, Jaskaran & Singh, Gurbir & Kumar, Satinder & Mathur, Ajeet N., 2021. "Religious influences in unrestrained consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    31. Farhana Tahmida Newaz & Kim-Shyan Fam & Revti Raman Sharma, 2016. "Muslim religiosity and purchase intention of different categories of Islamic financial products," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 141-152, June.
    32. Das, Gopal, 2014. "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 130-138.
    33. Martin, Ingrid M. & Kamins, Michael A. & Pirouz, Dante M. & Davis, Scott W. & Haws, Kelly L. & Mirabito, Ann M. & Mukherjee, Sayantani & Rapp, Justine M. & Grover, Aditi, 2013. "On the road to addiction: The facilitative and preventive roles of marketing cues," Journal of Business Research, Elsevier, vol. 66(8), pages 1219-1226.
    34. Vazquez, Delia & Wu, Xiangran & Nguyen, Bang & Kent, Anthony & Gutierrez, Anabel & Chen, Tuo, 2020. "Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context," International Journal of Information Management, Elsevier, vol. 53(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    2. Jörg Lindenmeier & Christian Arnold & Adnan Zogaj & Dieter K. Tscheulin, 2021. "Congruence constructs as mediators of stereotypic image perceptions’ effect on student volunteering intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 575-597, December.
    3. Shahid Rasool & Roberto Cerchione & Piera Centobelli & Eugenio Oropallo, 2022. "Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7115-7137, May.
    4. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    5. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    6. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.
    7. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
    8. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Xiyun Gong & Choy Leong Yee & Shin Yiing Lee & Ethan Yi Cao & Abu Naser Mohammad Saif, 2024. "Knowledge mapping of impulsive buying behavior research: a visual analysis using CiteSpace," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    10. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    11. Asli Elif Aydin, 2022. "Psychological and demographic factors influencing responsible credit card debt payment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 17-26, March.
    12. Fethi Klabi, 2020. "To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 99-117, June.
    13. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
    14. Sunil Atulkar & Bikrant Kesari, 2018. "Impulse Buying: A Consumer Trait Prospective in Context of Central India," Global Business Review, International Management Institute, vol. 19(2), pages 477-493, April.
    15. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.
    16. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    17. Shi-Zhu Liang & Meng-Hsiang Hsu & Tung-Hsiang Chou, 2022. "Effects of Celebrity–Product/Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-17, July.
    18. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    19. Goel, Pooja & Parayitam, Satyanarayana & Sharma, Anuj & Rana, Nripendra P. & Dwivedi, Yogesh K, 2022. "A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping," Journal of Business Research, Elsevier, vol. 142(C), pages 1-16.
    20. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:12:y:2023:i:2:p:18-33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.