Understanding the Relationships between Religiosity, Materialism and Voluntary Simplicity

Abstract

Aim: This study examines the effect of consumers' intrinsic and extrinsic religiosity and materialistic values on voluntary simplicity values and reveals the relationship mechanism between these variables. Method: An online survey instrument coupled with a snowball sampling methodology was employed to reach 440 participants, and filter questions were included to identify potential participants with a suitable profile for the study. Due to providing unwanted responses to the filter questions or missing responses, some participants were excluded from the sample. Consequently, data from 277 participants were analysed using structural equation modelling with the bootstrapping method to test research hypotheses. Results: According to the research results, intrinsic religiosity negatively influences materialistic values and positively affects voluntary simplicity values. In contrast, extrinsic religiosity did not affect materialistic or voluntary simplicity values. On the other hand, it was concluded that materialistic values negatively affect voluntary simplicity values. Furthermore, it was revealed that intrinsic religiosity influences voluntary simplicity via materialism. Conclusion: The current study shows that religiosity reduces material values and increases voluntary simplicity values, which express an anti-consumption perspective, but extrinsic religiosity does not play a role in the change of materialism and voluntary simplicity. Therefore, it has been demonstrated that when religiosity is internalised in accordance with the true spirit of religion, disregarding personal interests, it hinders material values and increases voluntary simplicity. Furthermore, it has been discovered that intrinsic religiosity values have both a direct and an indirect power through materialistic values in this mechanism of influence. Originality: The present investigation represents the inaugural effort to analyse the direct and indirect relationships between consumers' intrinsic and extrinsic religiosity values, materialistic values, and voluntary simplicity values within a developing country context, thereby contributing to the enrichment of consumer behaviour literature and providing insights for marketing practitioners in developing marketing and communication strategies.