Do fear and perceived knowledge of Covid-19 drive sustainable consumption behaviour in Muslims? The mediating role of religiosity
ISSN: 1759-0833
Article publication date: 19 May 2022
Issue publication date: 7 June 2023
Abstract
Purpose
This research aims to investigate the impact of fear and perceived knowledge (PK) of Covid-19 on the sustainable consumption behaviour (SCB) of Muslim consumers and to test the mediating role of (intrinsic) religiosity.
Design/methodology/approach
A total of 417 responses were collected during Covid-19 lockdown through an online structured survey using the snowball technique. A two-step research approach was adopted. In Study 1, an exploratory factor analysis was performed on the SCB measurement scale through SPSS. In Study 2, hypothesised associations were analysed using SmartPLS-SEM.
Findings
PK of Covid-19 pandemic directly motivates SCB in Muslim consumers, whereas fear has no direct effect on any factor of SCB. Religiosity is found to be a significant driver of SCB. Indirect effects also depict that religiosity positively mediates the association between fear and SCB as well as PK and SCB.
Practical implications
The study may guide policymakers and marketers in using the current pandemic as a tool to inspire sustainable consumption. Religious values, teachings and knowledge about the pandemics can be publicised to create awareness and induce desired behaviour to cope with adverse events and adopt sustainable consumption patterns and lifestyles among Muslim consumers.
Originality/value
The article is the pioneer of its kind to present survey research about Covid-19 fear and PK’s impact on SCB through religiosity. It adds to the Islamic marketing literature about religiosity, coping theory, PK and fear of pandemics and their role in transitioning Muslim consumers towards SCB. Moreover, the use of partial least squares structural equation modelling in the context of Covid-19 research was extended.
Keywords
Acknowledgements
The authors would pay thanks to the anonymous respondents and reviewers for their valuable feedback. Authors acknowledge the use of SmartPLS as data analysis tool and be grateful to the management of SmartPLS for issuing the license key to use “SmartPLS 3” available at: www.smartpls.com
Funding: The authors received no external funding for this research.
Citation
Batool, A., Shabbir, R., Abrar, M. and Bilal, A.R. (2023), "Do fear and perceived knowledge of Covid-19 drive sustainable consumption behaviour in Muslims? The mediating role of religiosity", Journal of Islamic Marketing, Vol. 14 No. 7, pp. 1645-1668. https://doi.org/10.1108/JIMA-08-2021-0258
Publisher
:Emerald Publishing Limited
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