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| Author: | Swimberghe, K.R. Sharma, D. Flurry, L.W. |
| Title: | Does a consumer's religion really matter in the buyer-seller dyad? An empirical study examining the relationship between consumer religious commitment, christian conservatism and the ethical judgement of a seller's controversial business decision |
| Journal: | Journal of Business Ethics
2011 : SEP, VOL. 102:4, p. 581-598 |
| Index terms: | decision making consumers loyalty dealers consumer behaviour religion christianity social responsibility USA |
| Language: | eng |
| Abstract: | Religion is an essential cultural and individual difference variable. However, despite its obvious importance in consumers' lives, in the United States it has been under-researched. This article addresses that scarcity in the literature and examines the effect of consumer religion in the buyer-seller dyad. Particularly, this study investigates the impact of consumer religious commitment and a Christian consumer's conservative beliefs in the U.S. on store loyalty when retailers make potential religiously objectionable business decisions. Structural equation modeling is used and Anderson and Gerbing's (Psychol Bull 103(3):411-423, 1988) two-step approach is applied to study data from a national sample of 531 consumers. The results suggest that consumers assess seller's actions and form ethical judgments, which act as a major explanatory variable in consumer store loyalty intentions. |
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