Religion, peculiar beliefs and luxury cars’ consumer behavior in Iran

Abstract

Purpose Religious and peculiar beliefs are two of the factors affecting consumer behavior and may differentially affect individuals and societies. Therefore, this study aims to investigate them from the study of Iranian customers’ behavior. Design/methodology/approach These beliefs are sensitive issues, hence, to investigate them, the grounded theory method through 15 in-depth interviews was applied. Findings The results indicated that evil-eye effect, as a peculiar belief, affected the behavior of luxury cars’ consumers in the Iranian society while religion had no such effect on the consumers’ behavior, in spite of religious notions about luxury. Furthermore, the findings revealed that consumers may legitimize their inconsistent behaviors through a variety of tactics such as different interpretations of religious notions or dissembling their superstitious beliefs. Originality/value The present study will contribute to the literature on religion and customer behavior through taking advantage of the application of a qualitative research design. Besides, the originality of the study might be in the application of various tactics by the customers to legitimize their behaviors inconsistent with religion.

Demographic factors and religiosity dimensions as predictors of Islamic ethical work behavior in Brunei

“…This contradicts with other studies where researchers found religion acts as a self-regulating and self-controlling mechanism in individuals (e.g., McCullough & Willoughby, 2009). Such contradictory behavior can be argued to be due to individuals legitimizing their actions, for example, by interpreting religious notions differently (see Forghani et al, 2019).…”

“…For example, between religious message and environmental message in advertising to promote green purchasing behavior, the effect was found to be greater using Islamic values as part of the religious message (Siyavooshi, Foroozanfar, & Sharifi, 2019). However, in some cases where the behavior may run contrary to what the religion says, such as spending on luxury items, religion was not a significant predictor (Forghani, Kazemi, & Ranjbarian, 2019). This contradicts with other studies where researchers found religion acts as a self-regulating and self-controlling mechanism in individuals (e.g., McCullough & Willoughby, 2009).…”

The Impact of Religiosity and Food Consumption Culture on Food Waste Intention in Saudi Arabia

“…For instance, Vitell et al [38] claimed that religiosity affects consumers' behaviors in situations that involve ethical issues. Likewise, Forghani et al [39] reported that religiosity is documented as an important aspect that deeply impacts consumer buying decisions. Similarly, Rakrachakarn et al [40] reported the noteworthy inference that religiosity affects many aspects of the customers' lifestyles that eventually reshape the behavior of selection.…”

Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products

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