On the meaning and measurement of religiosity in consumer research

The role of religiousness as a variable in models of consumer behavior is not well-established. Research findings in this area tend to be sparse and conflicting, and measurement issues have yet to be addressed. This article reports on an empirical investigation of religiosity in a causal modeling framework. The results suggest that religiosity is a viable consumer behavior construct in that it (1) did correlate with the life-style variables selected; (2) contributed directly to the model along with sex, age, and income; and (3) was successfully operationalized through multiple measures.