Exploring the impact of religiousness and cultureon luxury fashion goodspurchasing intention

Abstract

Purpose The purpose of the paper is to investigate the effect of religiosity and culture on Nigerian Muslim consumer’s intention to purchase luxury goods. Design/methodology/approach The survey included a sample of 372 Nigerian Muslims from the middle and upper-income groups who live in Lagos and Kano in Nigeria. Findings Plenty of luxury brands are seeking to find ways to overgrow in emerging markets. Focussing on Nigeria, this study identifies Nigerian people’s cultural orientation, religious beliefs and examines the social and personal variables affecting the consumers’ purchasing intention for luxury goods. This study stresses that Nigerian consumers’ intention to purchase luxury products are impacted by attitude, subjective norms and culture. However, Nigerian people’s intention to purchase luxury goods is not influenced by religious beliefs and Islam morals. While culture has a significant relationship with both attitudes towards behaviour and subjective norms, the religious beliefs encourage both subjective norms and a positive attitude towards the behaviour. Research limitations/implications This study has limitations in connection with two of its major objectives. The study applied the perspective of Nigerian Muslims. Thus, the research will not be able to clarify the fact that beyond this limited geographical area. Future research may widen the focus on cultural and religious beliefs on the intention to purchase luxury goods by adding other elements, such as normative beliefs and attitudinal beliefs. Practical implications The findings of the research define some implications for marketers with regard to the importance of social norms and religion in point of increasing the purchasing intention for luxury goods. Findings reflect that Nigerian consumers are impacted by subjective norms and cultural orientation. This means that luxury consuming is seen to achieve social recognition in the society. These results show that improving social acceptance through luxury goods consumption may create profitable outcomes for luxury brand firms. Originality/value The attractive findings of the study proposed that luxury brand managers should balance their investment in terms of the use of word-of-mouth, reference groups and fashion magazines to develop a favourable attitude towards luxury brands through. Although cultural values, references groups and consumer’s beliefs critically matter for luxury consuming, religious beliefs of Nigerian consumers have no effect on consumer’ purchase intention for a luxury product.

Determinant factor of Islamic financial inclusiveness at MSMEs: Evidence from Pekanbaru, Indonesia

“…It is very important to accelerate Islamic financial inclusiveness in MSMEs in Pekanbaru. This finding of this study is in line with the findings of (Aksoy & Abdulfatai, 2019;Kumar, 2013) Another finding in this study indicates that financial inclusion among MSMEs in Pekanbaru also has an impact on business performance. This means that MSMEs which already had access to Islamic Banks are able to encourage their business to run well because without financial inclusiveness it will be very difficult to develop MSMEs (Abubakar, 2015).…”

“…This research was corroborated by Maulana and Abidin (2019), Saptasari and Aji (2020), and Echchabi and Aziz (2012). Although in a study conducted by Aksoy and Abdulfatai (2019) that the decision to buy a luxury item is not influenced by religiosity. In another study conducted by Bongomin et al (2017) shows that financial inclusion is influenced by institution framing with financial literacy as its moderating variable.…”

“…However, there are many factors that affect financial inclusiveness. Some researchers highlight that the financial inclusiveness was influenced by financial literacy (Bongomin et al, 2017;Hoque et al, 2018), socio-cultural such as religiosity (Aksoy & Abdulfatai, 2019;Kumar, 2013), individual characteristics such as income, education level and age (Demirguc-Kunt et al, 2017;Shihadeh, 2018), product incompatibility offered (Nugroho & Purwanti, 2018) and marketing communication (Hoque et al, 2018). The aim of this study is to analyze the factors that influence the inclusiveness of Islamic finance in MSMEs through assess of financial literacy, marketing communication and socio-cultural as the independent variables.…”

Islamic marketing: A literature review and research agenda

“…Religiosity can directly influence the ethical perception and behaviour of salespeople and customers (Aziz, 2018; Karami et al., 2014; Uysal & Okumuş, 2019; Vitell et al., 2018). Consumer product purchasing is dependent on religiosity (Abd Rahman, 2015; Aksoy & Abdulfatai, 2019; Casabayó et al., 2020; Casidy & Almossawi, 2014; Jamshidi & Hussin, 2016; Mukhtar & Butt, 2012). Religiosity influences consumers’ willingness to accept premium prices and willingness to adopt pro‐environmental behaviour (Hwang, 2018; Minton et al., 2018; Roshani Perera & Rathnasiri Hewege, 2018).…”

“…There are some commonly used theories to predict consumer behaviour; among them, TRA and TPB are the most popular ones (Abd Rahman, 2015; Aksoy & Abdulfatai, 2019; Amin, 2014; Diandri, 2019; Fatema et al., 2018; Mohd Suki & Abang Salleh, 2018; Mukhtar & Butt, 2012; Zinser, 2019). The greatest limitations of most theories used in IM literature are that they are developed based on rational judgements of customers, and they lack moderation in explaining consumption behaviour.…”