Impact of Religious Affiliation of Retailer on Consumer Buying Motive: The Mediating Role of Consumer Perceived Value
Religious affiliation provides a thought-provoking perspective about some specific cultural values and social norms. Religion has a significant influence on buying behaviour of consumers. However, the effect of religious affiliation on consumer buying motive is a relatively less explored and empirically tested research area especially in Pakistan. In this regard, Belief Congruence Theory (BCT) provides theoretical support to investigate the underlying relations. Moreover, this cross-sectional study empirically examines the mediating role of consumer perceived value. A convenient sample was taken from the 209 respondents from the twin cities, Rawalpindi and Islamabad in Pakistan. We find that religious affiliation positively impacts the consumer buying motive in Pakistan and consumer perceived value acts as a mediator in enhancing this linkage. Our findings have important policy implications for academicians, retailers and marketing firms.