The Role of Religiosity On The

Soc Indic Res (2017) 132:757–783
DOI 10.1007/s11205-016-1310-9
The Role of Religiosity on the Relationship Between

Materialism and Fashion Clothing Consumption Among
Malaysian Generation Y Consumers
Mahfuzur Rahman1 • Mohamed Albaity2 • Billah Maruf3
Accepted: 21 March 2016 / Published online: 29 March 2016

Springer Science+Business Media Dordrecht 2016
Abstract Religiosity is a significant cultural force influencing various dimensions of

consumer behaviours; however, its role in the literature on fashion clothing remains
unclear. To rectify this paucity of information, this study explores the relationship between
religiosity, materialism and fashion clothing involvement (FCI); and religiosity, materi-
alism and fashion clothing purchase involvement (FCPI). Using a sample of 282 Malaysian
Generation Y consumers, it employs a positivist research approach, comprising of a
quantitative basis of enquiry, and gathered data via survey questionnaires. The research
findings show that religiosity moderates the relationship between materialism and FCI, as
well as materialism and FCPI, where an individual’s religiosity is inversely associated with
FCPI. Another finding is the importance of FCI in mediating the relationship between
materialism and FCPI, plus the significance of mediated moderation and its effects on the
relationship between materialism and FCPI. The findings reinforce the role of religiosity in
consumer involvement in fashion clothing and fashion clothing purchase trends. Recog-
nition of this significant construct and its importance may enable marketers to develop
more sophisticated positioning strategies.
Keywords Religiosity Materialism Fashion clothing involvement Fashion clothing

purchase involvement Mediated moderation theory
& Mahfuzur Rahman

mahfuzur@um.edu.my
Mohamed Albaity
malbaity@sharjah.ac.ae
Billah Maruf
marufiium@gmail.com
1
Department of Finance and Banking, Faculty of Business and Accountancy, University of Malaya,
Kuala Lumpur, Malaysia
2
Department of Finance and Economics, University of Sharjah, Sharjah, UAE
3
Graduate School of International Development (GSID), Nagoya University, Nagoya, Aichi, Japan
123
758 M. Rahman et al.
JEL Classification Z12 M31 C12 C42
1 Introduction
Over the past few decades, focus on consumer studies has considerably increased, thereby
influencing the growth and significance of studies of involvement (Handa and Khare 2013;
Hourigan and Bougoure 2012; O’Cass 2004; O’Cass and Choy 2008). As a consequence of
worldwide developments in industrial production and creation of material goods, fashion
clothing has become an important part of our corporeal existence. Woodward (2007)
argues that we experience life through clothing items and that fashion clothing is unique in
its relation to our body and to our material proclivities. In this sense, it is important to
explore consumer values and how its influence and distinctiveness determine trends within
this growing consumer market. It has been noted that materialism (Handa and Khare 2013)
and religiosity have significant influences on consumer attitudes, values and behaviours
(Eid 2013; Zamani-Farahani and Musa 2012). Handa and Khare (2013) pointed out that
materialistic consumers have high involvement in fashion clothing consumption. On the
other hand, Shabbir (2010) noted that religiosity affected the acceptance of new products
by Muslim consumers. O’Cass et al. (2013) found among Iranian Generation Y Muslim
consumers that religiosity negatively moderated the relationship between status con-
sumption and fashion consciousness. Moreover, in the marketing literature, religiosity has
been noted as an important factor in shaping consumer preferences in relation to purchase
behaviour (e.g. Moschis and Ong 2011). However, there are still gaps in the literature that
deserve further academic inquiry. For example, limited evidence can be found regarding
the link between the level of religiosity and consumer behaviour, especially among young
Muslim consumers. Most of the previous studies have focused on Protestants, Catholics
and Jews (Gallup 1985; Ghorbani et al. 2002), thus exposing a disparity when investigating
religiosity and consumer behaviour in Muslim-dominated countries. As such, drawing on
the above discussions, the current study attempts to fill significant gaps in the literature by
exploring the potential rift between religiosity, materialism, fashion clothing involvement
(FCI) and fashion clothing purchase involvement (FCPI) among Generation Y in Malaysia.
This study contributes to the literature by examining how religiosity influences Gen-
eration Y consumers to purchase fashion clothing. This consumption practice is pertinent
to the cohort of Generation Y because this group has been found to represent a prime
market for clothing (Eastman and Liu 2012). They are generally more consumption ori-
ented (Jackson et al. 2011), socially conscious and open to multiculturalism (Hewlett et al.
2009). Malaysian Generation Y (Gen Y) consumers are an important and appropriate
context for the study of fashion clothing consumption. There is no consensus over the exact
birth dates that define Gen Y. But the broadest definition of Gen Y includes people born
between 1977 and 2002, while a narrower definition of Gen Y includes people born
between 1978 and 1989 (Armour 2005). In a recent study, Harrington et al. (2012) defined
Gen Y as those persons born between 1976 and 1994. However, in the study by Kueh and
Voon (2007), students attending pre-university and undergraduate programs were chosen
to represent Malaysian Gen Y.
Although many consumer studies focus on Gen Y consumers from Australia (e.g.
Hourigan and Bougoure 2012; Kamineni 2005; O’Cass 2004), America (e.g. Bakewell and
Mitchell 2003; O’Donnell 2006; Sullivan and Heitmeyer 2008) or Europe (Bakewell et al.
2006; De Brito et al. 2008; Ko et al. 2007), these findings cannot be generalized across
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The Role of Religiosity on the Relationship Between… 759
countries because (a) individual characteristics that comprise an age cohort differ across
cultures (Solomon 2004) and (b) racial differences have important impact on numerous
heritable behaviours across cultures (Rushton 1988). Consequently, the findings of the
studies on Gen Y from Australia, America or Europe may not be relevant to the Malaysian
context as Malaysia comprises a mixture of Malay, Chinese, Indians and others with a
mixture of four major religious affiliations. Moreover, religiosity (regardless of any
specific religion) may have an important influence on consumption behaviour (Cleveland
et al. 2013). This study expects that the ethnic difference in Malaysia along with their
religiosity will entail interesting findings. For fashion marketers and the fashion industry in
Malaysia enjoying high local demand and is worth billions worldwide (Malaysia Eco-
nomics Statistics 2013), understanding young consumers from different ethnic groups is
necessary since they represent a lucrative market segment and are expected to become the
most significant retail spending group in Malaysia by 2020 (Mokhlis 2009; Omar et al.
2009). Furthermore, Gen Y was used in this study because (a) very little research in
consumer behaviour has been focused specifically on this demographic group (Kueh and
Voon 2007), (b) there are approximately 5.9 million Gen Yers representing about 16.9 %
of the overall population in Malaysia (Malaysia Economics Statistics 2013), and (c) it is
likely that Gen Ys will hold differing behaviour regarding shopping than other cohorts,
because of technological/sociocultural/economic and retail changes during the last
10–20 years (Bakewell and Mitchell 2003). Additionally, Gen Y considers shopping as a
form of leisure. For example, average female teenager in USA spends 11 h per week at
shopping malls (Herbig et al. 1993) and sizable teenagers do some shopping for their
family (TRU 1999). Despite having the promising potential market segment, few empirical
studies specifically focus on Gen Ys.
Using the arguments of Kawamura (2005), this study also contributes to consumer
studies by focusing on the ever-changing consumer market of fashion clothing. The
research expects that the exploration of the role of religiosity in affecting the consumer
behaviour regarding FCI and FCPI will provide the marketers an important input to
develop promotional strategy for fashion clothing (Handa and Khare 2013; Hourigan and
Bougoure 2012). In addition, understanding the drivers of FCI and FCPI is worthwhile as
fashion clothing occupies a central position in the lives of many people in many societies
(Handa and Khare 2013; Hourigan and Bougoure 2012; O’Cass 2004). Finally, the present
research extends the scope of the existing theoretical consumption framework developed
by Handa and Khare (2013). While they found that gender moderates the relationship
between materialism and FCI, this study is the first to conceptualize the moderating effect
of religiosity on the relationship between materialism and FCI as well as materialism and
FCPI. Handa and Khare study (2013) is notable because it shows that, on top of the
traditional construct which influences consumers to involve themselves in fashion clothing
and the purchase of fashion clothing, other factors (gender for example) also have an
indirect impact on the involvement with fashion clothing. They present this as their key
finding. However, by focusing solely on gender, their research examines a narrow aspect of
the involvement with fashion clothing within the industry. Building on the above dis-
cussions, the study focusses on examining how religiosity influences the relationship
between materialism fashion clothing consumption among Generation Y consumers,
specifically focusing on Malaysia using mediated moderation theory. Furthermore, to
expand the knowledge on fashion clothing consumption, the present study also seeks to
understand whether individual’s materialism is associated with FCI and FCPI. The present
study examines the importance of FCI in mediating the relationship between materialism
and FCPI. Lastly, it examines the mediated moderation between materialism and FCPI.
123
The following section begins with a review of the existing FCI literature and develops
the conceptual model and hypotheses of the study. Next, materials and methods of the
study are discussed followed by the results and discussion. More specifically, the con-
ceptual model is tested using regression analysis with the PROCESS macro developed by
Preacher et al. (2007) and further elaborated by Hayes (2013) as conditional process
model. The paper then concludes the study with the summary of the contributions, limi-
tations and recommendations for future research.
2 Literature Review
2.1 Fashion Clothing Involvement
Fashion clothing refers to all items that adorn any part of the body (Eicher and Roach-
Higgins 1992, p. 13). FCI is a growing area of research that mainly addresses the meaning
and relevance of fashion clothing in consumers’ lives and their consumption behaviour
(Bloch et al. 2009). O’Cass (2004) explains that the more fashion clothing occupies key
positions in the consumer’s life, the greater the consumer experienced FCI. In addition, the
more the consumers engage in fashion clothing, the more involved they will be in pur-
chasing fashion clothing (O’Cass 2000). This implies that highly involved consumers use a
central route to their fashion clothing decision-making because they find fashion clothing
personally relevant (Handa and Khare 2013). In contrast, less involved consumers tend to
follow a more exterior, external route to their fashion clothing decision-making (Josiassen
2010). Creekmore (1974) noted that clothing serves as a helping hand to the low self-
esteem individuals to match with social standard and high self-esteem individuals to
improve their self-image. Even though the recent research stream has extended our
understanding of FCI (e.g. Handa and Khare 2013), the literature fails to offer a com-
prehensive understanding of FCI and FCPI along with the factors that directly or indirectly
influence the nomological network of FCI and FCPI. Prior studies focused on purchase
involvement (Handa and Khare 2013), consumer involvement (Mittal and Lee 1989),
consumers’ advertising involvement (Krugman 1966) and purchase decision involvement
(Mittal and Lee 1989). Handa and Khare (2013) found a positive and significant rela-
tionship between materialism and FCI as well as materialism and FCPI. In Handa and
Khare nomological network (2013), FCI was used as a mediating variable between
materialism and FCPI. However, it was not tested. Building on these discussions, it can be
expected that the relationship between materialism and FCPI will be positively mediated
by FCI as shown in Fig. 1. Thus, it is hypothesized:
M
W M
W Y
X Y
Conceptual Model
XW Statistical
Model
Fig. 1 Conceptual and statistical models for mediated moderation (adopted from Hayes 2012)
123
H1 The relationship between materialism and FCPI is positively mediated by FCI among
Gen Y consumers.
2.2 Drivers of Fashion Clothing Involvement
2.2.1 Materialism
Materialism is considered a consumer value (Richins and Dawson 1992). It is defined as,
‘‘the devotion to material needs and desires, to the neglect of spiritual matters; a way of
life, opinion or tendency based entirely upon material interests’’, (The Oxford English
Reference Dictionary 1995, p. 891) or ‘‘a set of centrally held beliefs about the importance
of possessions in one’s life’’ (Richins and Dawson 1992, p. 308). Hourigan and Bougoure
(2012) suggest that it is necessary to understand how values influence consumer’s beha-
viour to understand fashion clothing consumption behaviour. Sirgy et al. (2013) demon-
strated that materialistic people believe the acquisition of material well-being enhances
their happiness. In addition, highly materialistic individuals would like to be recognized
with products including fashion clothing that elevate their social status (Handa and Khare
2013). While studies into the consequences of pursuing a materialistic lifestyle have found
that materialism is negatively related to life satisfaction (Ryan and Dziurawiec 2001), it is
also argued that materialistic attitudes grow along with the economic development of a
country, as the increased purchasing power enables greater spending on goods (Handa and
Khare 2013). Prior studies on consumer research in various countries such as Western
Europe, Turkey, Hong Kong, Australia and Thailand suggested that consumers perceive
materialism as acquiring and possessing items to symbolize a higher standard of lifestyle
(Arndt et al. 2004; Ger and Belk 1996; O’Cass 2004; Prendergast and Wong 2003;
Sangkhawasi and Johri 2007; Watson 2003). Perhaps this can be an explanation that
renders materialism a positive factor in people’s involvement in fashion clothing and
fashion clothing purchase.
The economic literature shows mixed results about the relationship between materialism
and consumer behaviour, particularly among Gen Y consumers. This requires further
investigation of materialism. Moreover, the level of materialism across countries is
increasing with the pace of rapid globalization (Thomas and Wilson 2013) leading to a
steady demand for various items (Wong and Ahuvia 1998). Handa and Khare (2013) found
empirical evidence for the relationship among materialism, FCI and FCPI. Despite the
varied meaning of materialism across cultures, the above discussions highlight the global
relevance of materialism. From this perspective, we attempt to understand the relationship
between materialism and FCI as well as FCPI among Malaysian Gen Y consumers. Thus, it
is hypothesized:
H2 There is a positive relationship between materialism and FCI among Gen Y
consumers.
H3 There is a positive relationship between materialism and FCPI among Gen Y
consumers.
2.2.2 Religiosity
Religiosity, as noted by Eid and El-Gohary (2015), differs from religion. Religiosity is
defined by Tan and Vogel (2008) as, ‘‘the extent to which one ascribes to the beliefs,
123
experiences, and rituals of a religion’’ (p. 833). Delener (1994) suggested that religiosity is
a very important construct as it influences consumer decision-making through influencing
individuals cognitively and behaviourally over time. The study conducted by Shah Alam
et al. (2011) in Malaysia revealed that entrepreneurs should not neglect religiosity in their
marketing strategies because it has significant impact on consumer purchasing behaviour.
As noted by Eid and El-Gohary (2015), the influence of religiosity on consumer behaviour
appears to be underestimated in a secular society. Researchers have argued that the effect
of religion on consumer behaviour depends on an individual’s level of religious com-
mitment in their personal life since religion is highly personal (Mokhlis 2009). McDaniel
and Burnett (1990) found that religiosity is a significant factor predicting the possible
evaluation criteria of retail consumers. Nevertheless, Sood and Nasu (1995) found no
difference in shopping behaviour between highly religious and casually religious indi-
viduals in Japan. Similarly, Muslim consumers in Mauritius were found to be indifferent in
shopping behaviour despite having differences in the level of religiosity (Essoo and Dibb
2004). However, a study conducted by Shah Alam et al. (2011) in Malaysia revealed that
religiosity influences Muslim consumers to spend moderately. In addition, Shabbir (2010)
noted that religiosity affects the acceptance of new products by Muslim consumers through
influencing their beliefs. Besides, Helms and Thornton (2012) found a positive relationship
between religiosity and charitable behaviour. Prior literature also found that religious
consumers were less materialistic (Burroughs and Rindfleisch 2002) as they view material
objects as obstacles to spiritual superiority (Zimmer 1993). The empirical findings dis-
cussed above provide some interesting evidence of links between religiosity and pur-
chasing behaviour, including fashion clothing. The findings from the literature indicate that
materialistic attitudes influence people to acquire material well-being, whereas religious
values motivate people to be economic in buying clothing and giving more to charity.
Religiosity is an under-researched topic in consumer industry (Shah Alam et al. 2011;
Joshanloo and Weijers 2015). Very few consumer studies have used religiosity as a
mediating or moderating variable. Shah Alam et al. (2011) tested the mediating role of
religiosity in the relationship between relative and contextual variables and purchase
behaviour of Muslim consumers. O’Cass et al. (2013) used religiosity as a moderating
variable in the relationship between status consumption and fashion consciousness.
However, in this study, we seek to highlight the moderating role of religiosity in the
relationship between materialism and FCI as well as materialism and FCPI. Furthermore,
we aim to investigate the mediated moderation between materialism and FCPI among
Malaysian Gen Y consumers as no such study has yet been undertaken in Malaysia. Thus,
it is hypothesized:
H4 The relationship between materialism and FCI is significantly moderated by reli-
giosity among Gen Y consumers.
H5 The relationship between materialism and FCPI is significantly moderated by reli-
giosity among Gen Y consumers.
H6 The overall effect1 of the materialism on FCPI is moderated by religiosity among
Gen Y consumers.
1
Overall effect refers to the direct plus the indirect effect of the independent variable on the dependent
variable, while residual direct effect refers to the direct effect of the independent variable on the outcome
controlling for the mediator.
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3 Materials and Methods
3.1 Sample and Procedure
The survey questionnaire method was adopted to collect empirical data for the study. The
psychometric properties were examined via data reduction, exploratory factor analysis
(EFA) and reliability tests (Cronbach’s alpha). All items factored according to the liter-
ature and displayed internal consistency. The final questionnaire was administered to a
sample of university students at a large Malaysian University. A convenient sampling
method was used to collect data for the current study. These student samples were chosen
because they were within the appropriate age group for Gen Y in Malaysia at the time of
this study. As we noted earlier, in the study by Kueh and Voon (2007), students attending
pre-university and undergraduate programmes were chosen to represent Malaysian Gen Y.
They also pointed out that their samples were good representations of the Gen Y within
the appropriate age group. In order to understand the extent to which the sample of this
study is representative of the Malaysian Gen Y, it is important to first understand the
characteristics of the Gen Y cohort. This generation is also known as the Internet (or
dot.com) generation, echo boomers, millennials and Nexters. This group is generally
considered as tech savvy, early adopters of new technologies, extensive user of Internet
and eager to shop (Broadbridge et al. 2007). Gen Ys are also known to be well-educated,
upbeat, socially conscious, self-reliant and entrepreneurial thinkers (Broadbridge et al.
2007). Gen Ys are brought up in the era where shopping is not considered a simple act of
purchasing. According to Bakewell and Mitchell (2003), Gen Y can be labelled a group
born to shop due to high exposure to advertising media and living in the era of Internet.
They are the main user group of fashion clothing; therefore, this group is selected to best
suit the research purpose.
Students were invited to answer a survey in the classroom by their lecturers. Volunteer
participants were provided an informed consent form and assured that the survey was
anonymous and confidential and that the data could be accessible to the research team only.
In total, 320 questionnaires were distributed out of which 312 questionnaires were com-
plete and usable, generating a valid response rate of 97.5 %. The data were fed into a
statistical computer program (SPSS v.21) and cleaned for missing values, outliers and/or
other data entry errors. Overall, due to careful data entry and procedures adopted for data
collection, many errors were not found in the data set. However, wherever missing values
or errors were identified, the researcher referred back to the relevant questionnaire iden-
tified by an ID number to plug in the correct values. Further, questionnaires with more than
10 % missing values were discarded (Hair et al. 2010). For questionnaires that had less
than 10 % missing values, we used the Expectation Maximization algorithm in SPSS v.21
to impute the missing values. Besides, questionnaires with disengaged or extreme
responses were also discarded from the final analyses to avoid any misinterpretation of the
final results. However, out of 312 questionnaires, non-Malaysian respondents were
excluded as well as those aged more than 36 years not belonging to the Gen Y consumers.
Overall, this data collection process resulted in 282 usable questionnaires fitting the criteria
of being Malaysian Gen Y consumers. A total of 282 questionnaires were considered clean
and thus used for data analyses. The data for this study were collected over a 3-month
period from June 2013 to August 2013.
123
3.2 Non-response Bias
Non-response bias (Boström et al. 1993) may lead to an inappropriate interpretation of the
measured phenomena. Thus, the presence of such a bias was ruled out by comparing means
of the first and the last 40 respondents of this study. T test was used to examine whether
any significant differences were present in the mean variable scores between the early and
the late respondents. The absence of any such significant differences indicated the absence
of non-response bias in this study.
3.3 Common Method Bias
Precautions were taken to reduce any potential effects of common method bias and
common method variance. Questionnaire items were thus mixed up and psychological
separators were inserted between them. Additionally, we used Harman’s single-factor test
to assess method bias (Podsakoff et al. 2003). To conduct Harman’s single-factor test,
exploratory factor analysis (EFA) was performed on all the questionnaire items with the
number of factors constrained to 1 and the unrotated solution was analysed. The results of
the EFA showed no sign of a single factor explaining majority of the variance (presence of
which suggests method biases), indicating hence that the data are free from common
method bias.
3.4 Measures
The items of the focal constructs were pooled from existing consumer behaviour and
marketing literature. The questionnaire was presented to a focus group to determine
whether terms used in the items are understandable and to strengthen the quality of the
instrument. Participants answered all measurement items on a Likert-type scale ranging
from ‘‘strongly disagree (1)’’ to ‘‘strongly agree (6)’’.
3.4.1 Materialism
Richins and Dawson (1992) materialism scale measured respondents’ overall materialism,
which was reported to be highly reliable (a = 0.87). This scale consists of 12 items, which
reflect three factors: acquisition centrality, possessions as defining happiness and posses-
sions as defining success. One example item is, ‘‘I would be happier if I could buy more
things’’. The Cronbach’s alpha reliabilities for acquisition centrality, possessions as
defining happiness and possessions as defining success were 0.72, 0.80 and 0.60,
respectively.
3.4.2 Fashion Clothing Involvement and Fashion Clothing Purchase Involvement
Fashion clothing involvement was assessed using 13 items adapted from Handa and Khare
(2013). These items evaluate the extent to which respondents are involved with fashion
clothing. One example item is, ‘‘I consider fashion clothing as a central part of my life’’.
Fashion clothing purchase involvement was measured by eight items adapted from Handa
and Khare (2013), which assess the extent to which respondents are involved with fashion
clothing purchase. Handa and Khare (2013) fashion clothing purchase involvement scale
was reported to be highly reliable (a = 0.88). One example item is, ‘‘Purchase decisions
123
for fashion clothing are very important to me’’. The Cronbach’s alpha reliability for fashion
clothing involvement (FCI) and fashion clothing purchase involvement (FCPI) was 0.94
and 0.91, respectively.
3.4.3 Religiosity
Religiosity was measured using ten items adapted from Worthington et al. (2003), which
was reported as a highly reliable (a = 0.96) scale. One example item is, ‘‘My religious
beliefs lie behind my whole approach to life’’. This religiosity scale was used because the
wordings of the scale items are very general and not linked to any specific religion as they
were formulated to measure the level of religiosity. Mokhlis (2008) used this religiosity
scale in the context of Malaysia, which was reported as highly reliable (a = 0.85).
However, in this study the Cronbach’s alpha reliability for religiosity was 0.82.
3.5 Reliability and Validity of the Measures
The data were checked to determine whether it is qualified to use in the main study via a
number of preliminary analysis techniques including EFA, reliability testing (Cronbach’s
alpha) and validity testing (convergent and discriminant). The results show that for all
measures, items loaded onto the appropriate factor with loadings ranging from 0.55 to 0.89
(see Appendix 1 for the factor loading, Cronbach’s alpha and variance explained for more
details). The cut-off score of 0.5 was used, and items that did not meet the cut-off criteria
were dropped from the final scales. For example, item 4 of the religiosity scale was
dropped due to low factor loading. Cronbach’s alpha, all constructs display high internal
consistency with alpha scores ranging from 0.60 to 0.94. These alpha scores are considered
acceptable according to Nunnally (1978) and Churchill (1979) who suggest that alpha
values of 0.60 and above are acceptable. Our results also confirm that all measures have a
variance explained that is greater than 50 % indicating evidence of convergent validity
(Fornell and Larcker 1981) which means that the measures used in this study that theo-
retically should be related are actually related.
3.6 Research Model
The framework tested in this study presents the complexity of mediated moderation model.
Figure 2 shows that the relationship between materialism and FCPI is mediated by FCI. In
addition, the direct relationship between materialism and FCI as well as materialism and
FCI
FCI
RELI
MAT
RELI FCPI
MAT FCPI
Conceptual Model
MAT×RELI Research Model (Statistical Model)
Fig. 2 Models illustrating the relationship between materialism (MAT), religiosity (RELI), FCI and FCPI
123
FCPI is moderated by religiosity. Therefore, the best model to test the mediated moder-
ation relationship is the PROCESS macro developed by Preacher et al. (2007) and further
discussed by Hayes (2013) as a conditional process model. This macro can be installed in
SPSS and run as an integrated part of SPSS. This model combines the direct and the
indirect effect of an independent variable on a dependent variable Y through mediators that
is moderated. The effect of X on Y would be moderated by moderators (Muller et al. 2005;
Wu and Zumbo 2008). To illustrate mediated moderation, this study follows the study by
Hayes (2012) and Muller et al. (2005). The mediated moderation analysis was based on
two separate multiple regression models. However, Eqs. 4–6 were estimated jointly. All
hypotheses were tested at the same time using a bootstrapped moderated mediation model
with the aid of the PROCESS macro for SPSS (Hayes 2013). The PROCESS estimates are
robust based on the bootstrapping methodology explained by Hayes (2013) rendering the
estimated results unbiased and reliable (Aschbacher et al. 2013; Jiang et al. 2013; Clarkson
et al. 2013). A robustness check was carried out to check the heterogeneity of subsamples.
All the three specifications were run against the five demographics included in the sample
to check whether the results differ across the groups. The demographic variables are race,
gender, age, marital status and education. It was found that the magnitude and sign of the
coefficients in all the models are approximately same for the full sample but with lower p
values as expected for the small subsamples. This suggests that materialism, religiosity,
moderating and mediating variables explain FCPI while some variables such as materi-
alism, religiosity and moderator are significant in only certain subsamples with similar
signs. However, FCI as a mediator was significant maintaining same sign and magnitude
across all subsamples (see Appendix 4).
According to Hayes (2012) and Muller et al. (2005), the graphical and mathematical
representations for testing mediated moderation are as follows:
Yi ¼ c0 þ c1 Xi þ c2 Wi þ c3 X Wi þ vi ð1Þ
Mi ¼ a0 þ a1 Xi þ a2 Wi þ a3 X Wi þ ei ð2Þ
Yi ¼ b0 þ b1 Xi þ b2 Wi þ b3 X Wi þ b4 Mi þ b5 Wi Mi þ ui ð3Þ
where M is the mediator, X is the independent variable, W is the moderator, Y is the
dependent variable, c0–c3, a0–a3 and b0–b4 are the coefficients, and vi, ei and ui are
disturbance terms.
Therefore, this paper tests the following models:
FCPIi ¼ c0 þ c1 MATi þ c2 RELIi þ c3 MATi RELIi þ vi ð4Þ
FCIi ¼ a0 þ a1 MATi þ a2 RELIi þ a3 MAT RELIi þ ei ð5Þ
FCPIi ¼ b0 þ b1 MATi þ b2 RELIi þ b3 MAT RELIi þ b4 FCIi þ b5 RELI FCIi þ ui

ð6Þ
where FCI is fashion clothing involvement, MAT is materialism, RELI is religiosity, FCPI
is fashion clothing purchase involvement, c0–c3, a0–a3 and b0–b5 are the coefficients, and
vi ; ei and ui are disturbance terms.
The conditional direct effect of materialism on FCI and FCPI that are moderated by
religiosity is a1 ? a3 9 Religiosity (see Eq. 5) and c1 ? c3 9 Religiosity (see Eq. 4),
respectively. This means that the effect of materialism on FCI and FCPI is the functions of
religiosity. On the other hand, the conditional indirect effect of materialism on FCPI
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Table 1 Interpretation of the slope parameters in Eqs. 4–6

Slope Interpretation of slope parameters
parameters
c1 Overall effect of materialism on fashion clothing purchase involvement at the average level
of religiosity
c2 Effect of religiosity on fashion clothing purchase involvement on average across the levels
of materialism
c3 Change in overall effect of materialism on fashion clothing purchase involvement as
religiosity increases
a1 The effect of materialism on fashion clothing involvement at the average level of religiosity
a2 The effect of religiosity on fashion clothing involvement on average across the levels of
materialism
a3 Change in the effect of materialism on fashion clothing involvement as religiosity increases
b1 Residual direct effect of materialism on fashion clothing purchase involvement at the
average level of religiosity
b2 The effect of religiosity on fashion clothing purchase involvement on average within the
levels of materialism and at the average level of fashion clothing involvement
b3 Change in the residual direct effect of materialism on fashion clothing purchase
involvement as religiosity increases
b4 The effect of fashion clothing involvement on fashion clothing purchase involvement on
average within the levels of the materialism and at the average level of religiosity
b5 Change in mediator (fashion clothing involvement) effect on fashion clothing purchase
involvement as religiosity increases
Source Author’s adaptation from Muller et al. (2005)
through FCI is moderated by religiosity. Therefore, the conditional indirect effect is b5

from Eq. 6. The values of religiosity used to calculate these two effects are based on
quantities ranging from 10 to 90 %, as shown in Table 1.
4 Results
4.1 Descriptive Statistics
The sample profile for the main study consisted of 282 participants with a gender distri-
bution of 51.4 % males and 48.6 % females. Respondents reported that their ages ranged
from 18 to 36 years, with a majority being 30 years and below (see Appendix 2). Based on
this dispersion, all respondents can be considered as Gen Y category according to Har-
rington et al. (2012), as it comprises persons born between 1976 and 1994.
The demographic profile showed that the majority of the respondents were single,
Malay, Muslims and with at least a bachelor degree (see Appendix 2). T test was carried
out to test differences in gender and marital status, while one-way ANOVA was performed
to examine the differences in age, race and level of education for materialism, religiosity,
FCI and FCPI. Significant differences in materialism, religiosity, FCI and FCPI were found
for age, marital status and education level. Based on post hoc2 test, respondents with a
2
Post hoc test was carried out, but the output table is not included. It is available upon request from the
authors.
123
different level of education were found to be significantly different in materialism, FCI and
FCPI. For example, undergraduate students were found to be significantly different than
master’s students, while master’s students were found to be significantly different than
PhD students. In addition, age groups were found to be significantly different for all the
variables (materialism, religiosity, FCI, FCPI), and the differences were mainly found
between the second age group (21–30 years) with the first age group (18–20 years) and the
third age group (31–36 years). Lastly, differences were found in all the variables with
regard to marital status. Our study confirms that respondents with a PhD have a greater
orientation to a materialistic attitude, FCI and FCPI than the undergraduates and masters.
The results also show that the third age group had a greater level of religiosity while the
second age group had a greater orientation to materialistic attitude, FCI and FCPI. Finally,
our study supported that married respondents have a greater level of religiosity while
respondents with single status have a greater orientation to materialistic attitude, FCI and
FCPI. For marketing practitioners, the results of this study may have interesting
implications.
4.2 Correlations
The mean scores, standard deviation and correlations between materialism, religiosity, FCI
and FCPI are examined in the next step of the analysis. Their overall mean score ranged
from 3.32 to 4.81 on a six-point Likert scale. The correlations between variables are
medium to high with the exception of two very low relationships between religiosity and
the materialism as well as the fashion clothing involvement and religiosity. Four out of six
correlations were statistically significant ranging from 0.10 to 0.93 in absolute values (see
Appendix 3).
4.3 Hypothesis Testing
We used the bootstrapped moderated mediation model to test the hypotheses of this study.
Three models were estimated jointly to fulfil the research objectives. The results of the
regression analyses are shown below. Model 1 (Eq. 4) tested the overall influence of the
materialism (c1) on FCPI. It also tested whether the predicted interaction between MAT
and RELI has an influence on FCPI (c3, hypothesis 5). Model 2 (Eq. 5) was employed to
test the influence of materialism (a1) on FCI (hypothesis 2). It also tested whether the
influence of the materialism on FCI is moderated by religiosity (a3, hypothesis 4). Model 3
(Eq. 6) tested the residual direct influence of materialism (b1) on FCPI (hypothesis 3) and
the mediator (b4) effect of FCI (hypothesis 1). Furthermore, model 3 tested whether the
influence of the mediator (FCI) by moderator (RELI) interaction on FCPI is significant (b5)
(hypothesis 6).
The results for three regression models that estimate Eqs. 4 through to 6 are reported in
Table 2. The findings of model 1 indicate there is an overall influence of the materialism
on FCPI and that the interaction between MAT and religiosity has significant influence on
FCPI. As predicted, the effect of materialism on the FCPI is moderated by religiosity
(hypothesis 5 is supported). In model 2, the results show that materialism (b = 0.76,
p \ 0.01) has a positive impact on FCI (hypothesis 2 is supported) and this influence is
moderated by religiosity (the MATRELI coefficient is significant). This provides evidence
that hypothesis 4 is supported.
Moving on to model 3 which tests direct and indirect influences on FCPI, materialism
(b = 0.16, p \ 0.01) and the mediator (FCI) (b = 0.85, p \ 0.01) significantly influence
123
Table 2 Regression results for direct and indirect relationship between materialism, religiosity, fashion clothing involvement and fashion clothing purchase involvement
Predictors Equation 4 Equation 5 Equation 6
Dependent variable Dependent variable Dependent variable
Fashion clothing purchase involvement Fashion clothing involvement Fashion clothing purchase involvement
b t b t b t
X: materialism 0.81 (c1) 15.7*** 0.76 (a1) 15.6*** 0.16(b1) 4.2***

MO: religiosity -0.15 (c2) -2.4** -0.02 (a2) -0.30 -0.12(b2) -2.5**
XMO: materialism 9 religiosity 15.8*** 2.2** -1.4
The Role of Religiosity on the Relationship Between…
0.82 (c3) 0.15 (a3) -0.07(b3)

ME: fashion clothing involvement 0.85(b4) 25.5***
MEMO: fashion clothing involvement 9 religiosity 0.13(b5) 2.12**
Adj. R2 (F statistics) 0.48 (128***) 0.43 (94***) 0.80 (640***)
Source Author’s estimation
X independent variable, MO moderating variable, ME mediator variable, MEMO mediated moderation, XMO interaction
* p value \0.10; ** p value \0.05; *** p value \0.01
769
123
FCPI. The impact is positive for both materialism and FCI. Materialism and FCI are
positively and significantly associated with FCPI which means that the more a consumer is
materialistic and involved in fashion, the higher his/her FCPI. The findings also indicate
that the relationship between materialism and FCPI is mediated by FCI. This provides
evidence that both hypotheses 1 and 3 are supported in this study. Moreover, model 3
reveals that there is a significant influence of the mediator (FCI) by moderator (religiosity)
interaction on FCPI (the FCIRELI coefficient is significant). The overall influence of the
materialism on FCPI is moderated by religiosity. Model 3 also reports that the residual
direct influence of the materialism on FCPI is less (insignificant in this example) moder-
ated by religiosity, once the mediator (FCI) and its interaction with RELI are controlled. In
fact, the coefficient related to the MAT 9 RELI interaction has decreased from 0.82 (in
model 1) to -0.07 (in model 3). The findings provide evidence for the presence of
mediated moderation between materialism and FCPI in two ways. First, religiosity affects
the magnitude of the influence of materialism on FCI (see Eq. 6). Second, religiosity
affects the magnitude of the mediator’s (FCI) partial influence on FCPI (see Eq. 5). In
terms of the goodness of the model, the results show that the regression models are good
with adjusted R2 of 48, 43 and 80 % for models 1, 2 and 3, respectively, and significant
F test.
Equation 4 indicates that materialism is significantly related to FCPI (adj. R2 = 0.48,
b = 0.8, p \ 0.01). Results from Eq. 6 (adj. R2 = 0.80, materialism: b = 0.16, p \ 0.01)
indicate that the relationship between materialism and FCPI is still significant, but the
magnitude of significance is drastically reduced. This suggests that FCI strongly mediates
the relationship between materialism and FCPI. This finding demonstrates that as mate-
rialism increases by one point, FCPI increases by 0.16 points on the Likert scale. This is in
line with the research by Handa and Khare (2013) wherein it was demonstrated that there is
a positive and significant correlation between materialism and FCPI (r = 0.230). This
study demonstrates that though there are several other determinants of fashion clothing
purchase involvement that may play an important role, Malaysian Gen Ys with higher
levels of materialism are more involved with fashion clothing purchase. This study indi-
cates that the relationship between materialism and FCPI is worth exploring as the con-
tribution of materialism to clothing purchase is significant. However, when looking at the
mediating effect of FCI, it is clear that the effect of the mediator is very profound. It shows
that if FCI increases by one point, FCPI will increase by 0.85 points which indicates an
almost one to one relationship. Research by Handa and Khare (2013) found a positive and
significant correlation between fashion clothing involvement and purchase involvement
Table 3 Conditional direct and indirect effect of materialism on fashion clothing purchase involvement
Quantiles of religiosity Conditional indirect effect
(lowest to highest) (%) (a1 ? a3 9 religiosity) 9 b4
10 0.643**
25 0.677**
50 0.711**
75 0.736**
90 0.762**

123
with fashion clothing (r = 0.538). Their finding is in line with our finding wherein they
used simple correlation, but we employed regression analysis that provides more reliable
results. This study establishes that though we may have other factors that may play
important role in purchasing fashion clothing, Malaysian Gen Ys who are highly involved
with fashion clothing purchase more fashion clothing. This study indicates that the size of
the impact of FCI on FCPI is big enough to pay attention to as the contribution of FCI to
clothing purchase is significant.
Further, the religiosity has a negative and significant impact on FCPI which demon-
strates that as the person become highly religious, the FCPI decreases by 0.12 points which
is minimal. Based on the authors’ knowledge, no research thus far has used religiosity in
the context of FCI and FCPI. However, in this model, the positive effect of FCI on FCPI is
more important than religiosity. In other words, negative effect of religiosity related to
FCPI (-0.12) is eliminated by the effect of FCI which is positive and having a monotonic
effect. This means that a person who is highly religious and highly involved in fashion
clothing will have slightly lower effect on FCPI compared to a person who is less religious
and highly involved in fashion clothing. However, the difference in effect is not large.
Therefore, in the Malaysian perspective it is important to focus on the effect of FCI while
keeping track of the religiosity when studying FCPI. This shows that the mediator is very
important in explaining the relationship between materialism and FCPI. It is interesting to
see the size of the effect of the interaction variable (religiosity 9 materialism) that has
decreased from 0.82 in Eq. 4 to -0.07 in Eq. 6 once the mediator and its interaction with
the moderator were included. This proves that the mediator is necessary to explain the
relationship between materialism and FCPI. Religiosity was negative across the equations;
however, it became significant in Eq. 5 which supports the moderating effect on FCPI.
As presented in Table 3, the conditional indirect effect of materialism on FCPI through
FCI (b = 0.85, p \ 0.01) that is moderated by religiosity indicates that the relationship
becomes weaker (b = 0.13, p \ 0.05) as the level of religiosity increases. This means that
the moderating effect (MAT 9 RELI) is positively related to FCPI through FCI (MEMO).
Therefore, the level of religiosity alone might cause materialism to be negatively related to
Table 4 Hypothesis testing results

Predictor variable Predicted variable Hypothesis Coefficient Results
Fashion clothing involvement Fashion clothing purchase H1 0.85*** Supported

involvement
Materialism Fashion clothing H2 0.76*** Supported
involvement
Materialism Fashion clothing purchase H3 0.16*** Supported
involvement
Materialism 9 religiosity Fashion clothing H4 0.15** Supported
involvement
Materialism 9 religiosity Fashion clothing purchase H5 0.82*** Supported
involvement
MEMO: fashion clothing Fashion clothing purchase H6 0.13** Supported
involvement 9 religiosity involvement
MEMO mediated moderation
123
FCPI, although not significant. When the relationship is mediated by the extent to which
the respondents are involved in fashion clothing, the relationship is significant and positive
but weaker. In other words, the mediated moderation effect becomes weaker as the level of
religiosity increases.
Table 4 summarizes the results of the hypotheses tested in this study. Using Eqs. 4–6 to
test several direct and indirect relationships, the following outcomes were found. Positive
and significant relationships were discovered between materialism and FCI, indicating that
materialistic consumers were generally highly involved in fashion clothing. This finding
supports prior research findings (Handa and Khare 2013; Hourigan and Bougoure 2012).
Here, the MAT 9 RELI interaction for both FCI and FCPI was significant. This significant
interaction indicates that a materialistic and religious person will also have considerable
FCI and FCPI. In Eq. 6, materialism and FCI were found to be positively and significantly
related to FCPI.
Two indirect effects were tested in Eq. 6. First is FCI as a mediator between materi-
alism and FCPI. The result posits that FCI positively and significantly mediates the
influence of materialism on FCPI. The proposed mediated moderation effects (MEMO in
Table 5) on the relationship between materialism and FCPI was found to be positive and
significant but weaker compared to the mediation effect of FCI while it mediates the
effects of materialism on FCPI. In other words, religiosity weakens the mediation role of
FCI in the model. This indicates that a religious materialist who is involved in fashion
clothing will have lower involvement in fashion clothing purchase. In other words, reli-
giosity seems to not hinder the involvement of fashion clothing purchase but weakens
one’s FCPI. The findings also support the view of Burroughs and Rindfleisch (2002) that
religiosity inversely affects the materialistic attitude. In other words, religious consumers
are less materialistic.
5 Discussion
The present study examines the role of religiosity in affecting the relationship between
materialism and fashion clothing involvement as well as materialism and fashion clothing
purchase involvement among Generation Y consumers. The motivation for the conception
of the present study is provided by the lack of academic inquiry into the influence of
religiosity on materialism, FCI and FCPI, particularly among Generation Y consumers. In
the light of this gap in the literature, the current study investigated the extent to which
Generation Y consumers’ religious commitment affects the degree to which they are
materialistic and in turn its influence on the degree to which they are involved in fashion
clothing and fashion clothing purchase. Building on this underlying framework, the current
study finds religiosity significantly moderates the relationship between materialism and
FCI as well as materialism and FCPI. However, interestingly, the direct relationship
between materialism and FCPI is moderated by religiosity when the mediator (FC) is not
included. However, this moderating effect disappears when the mediator effect is included.
The mediator and the mediating effect appear to be positive and significantly influencing
FCPI. The findings also indicate an inverse association between FCPI and religiosity,
pointing to the fact that a highly religious person regardless of religion involves less in
fashion clothing purchase. Indeed, consumers who are highly religious have less interest
about all things in fashion. In this sense, religious commitment affects the degree to which
they are status conscious and materialistic and in turn its influence on the degree to which
123
they are willing to involve and purchase fashion clothing for acquiring social status and
happiness in life. Thus, consistent with Burroughs and Rindfleisch (2002), the study finds
that religiosity inversely affects the materialistic attitude. In other words, religious con-
sumers are less materialistic and less concerned about gaining social status.
However, our findings show no association between FCI and religiosity. The current
research findings extend our current knowledge by advancing the relationship between
religiosity and FCPI, particularly within the context of Malaysia. There is a dearth of
research into the influence of materialism on FCI and FCPI. The present study fills this gap
by extending findings advanced by previous studies and points to the positive influence of
materialism on FCI and FCPI. Indeed, as discussed in the literature review, materialistic
consumers place acquisitions and possessions at the centre of their lives, put more priority
to acquisitions over experience, achievement, personal relationships and define success and
social status in terms of material well-being (Richins and Dawson 1992). As such, con-
sistent with conventional wisdom (e.g. Handa and Khare 2013), our findings indicate that
in order to acquire material well-being for social status and success, materialistic con-
sumers are more than likely to involve in fashion clothing and fashion clothing purchase.
In the light of this research finding, it is suggested to marketers within the domain of
fashion clothing that the role of religiosity in influencing consumers’ materialistic beha-
viour, FCI and FCPI needs to be considered when developing marketing strategies. As
found in the present study, highly materialistic consumers are drawn towards fashion
clothing due to its priority to acquisitions of material well-being. This attraction in turn
influences their willing to involve and purchase fashion clothing. However, the effec-
tiveness of the marketing strategies employed to introduce the fashion clothing depends on
the degree to which the targeted consumers are committed towards their religion. On this
concern, a potentially helpful mechanism through which the negative relationship between
religiosity and FCPI can be refuted is by reaching out to these groups of religious indi-
viduals through producing high-quality fashion goods. Moreover, fashion marketers may
consider to produce and market (see O’Cass et al. 2013) fashion clothing that is also
consumed for religious purposes (e.g. headscarves and abaya for Muslim women). How-
ever, it may be helpful to use marketing strategies that are established on the underlying
values of superior quality and simplicity as opposed to sophistication or snobby and sex
appeals which may be controversial in many religious beliefs, including Islam, hold strong
beliefs against the flamboyant display of wealth and status.
Besides, in relation to the role of FCI, the findings of the present study indicate that it is
the key to which consumers who have materialistic behaviour towards fashion make FCI
higher and in turn strengthen the positive relationship between materialism and FCPI. In
other words, the more materialistic the person, the higher their involvement in clothing and
this combined effect leads to higher fashion clothing purchase. In this regard, the inte-
gration of marketing activities (e.g. distribution, pricing and advertising) may be helpful as
it enables the establishment of a consistent image in the minds of consumers, thus allowing
for the attainment of the required level of involvement in fashion clothing. Besides, the
extent to which advertising is perceived to be materialistic contributes to materialism (see
the findings by Sirgy et al. 2012). The current findings showed that materialism, in turn,
leads to purchasing fashion clothing. Therefore, it is hoped that the increase of adver-
tisement about fashion clothing will contribute to increased materialism. In turn, adver-
tisement contributes significantly to the purchase of fashion clothing. Fashion marketers
should focus more on advertising to increase sales. Furthermore, fashion marketers may
consider promoting fashion clothing through religious television channels (e.g. TV
123
Alhijrah in the context of Malaysia) to enhance the fashion clothing involvement among
Malaysian Muslim consumers.
6 Conclusion
The present study extended the framework for FCI and FCPI in the context of Malaysian
Gen Y consumers. The key contribution of this study is that it provides a more compre-
hensive framework of the influence of religiosity on the relationship between materialism
and FCI as well as materialism and FCPI. This research found strong support for all the six
hypotheses presented in the research framework. Overall, the findings indicate that:
(a) religiosity significantly and positively moderates the relationship between materialism
and FCI as well as materialism and FCPI, where individual’s religiosity is inversely
associated with FCPI; (b) FCI significantly and positively mediates the relationship
between materialism and FCPI; (c) materialism is positively associated with FCI and FCPI;
and (d) there is a significant and positively mediated moderation between materialism and
FCPI. The findings also reveal that, in general, Malaysian young adult consumers appear to
be highly materialistic and moderately religious, and in turn, it may significantly influence
them to be involved and purchase fashion clothing. Considering the theoretical and con-
textual contribution made by this study, it is one of the first to explore the influence of
religiosity on the network of FCI and FCPI. There has been no report of an empirical study
which explores the influence of religiosity on FCI and FCPI in Malaysian context. We
believe that this comprehensive investigation will help to advance our understanding about
FCI and FCPI both conceptually and in terms of a measurement framework.
The current study can be considered unique in the field of consumer research, partic-
ularly fashion clothing involvement. Theoretically, the study has made a considerable
contribution to the cumulative knowledge in its direct field. For example, the findings of
this research demonstrate that religiosity moderates the effect of materialism on FCI and
FCPI. These are considerable contributions to the cumulative knowledge in the field. This
research also contributes to the theory of religiosity and fashion clothing by examining it in
the context of Malaysia that has a mixture of three major ethnic groups (e.g. Malay,
Chinese and Indian) and a mixture of four major religious affiliations. Although the
number of studies conducted to investigate the influence of consumer values on FCI is
limited, the findings of this research confirm and reinforce the importance of religiosity in
understanding consumer FCI and FCPI. The results of this research show the importance of
religious values on consumers’ willingness to buy a fashion clothing product which is
normally considered to be functionally and affectively oriented. Additionally, we confirm
that age group of 21–30 years has a greater orientation to involvement with fashion
clothing and fashion clothing purchase. This finding is reflected today in Malaysian malls
with many stores targeting ages ranged from 21 to 30 years, such as the store ‘‘Forever
21’’.
While interesting findings have emerged from this study, there are certain limitations
that should be recognized. First, the sample was limited to university students and this
excludes other groups falling under Gen Y such as younger school-going teens. However,
this does not undermine the findings of the study since university students are one of the
contributor of Gen Y. Therefore, it is beneficial for policy maker to use the findings of this
study when targeting university students’ consumption behaviour in the context of fashion
clothing. Future research should include a boarder range of Gen Y consumers with larger
123
and more representative sample sizes. Second, FCI was predicted using only two con-
structs: materialism and religiosity. There is evidence that FCI is a much broader construct
which might include self-monitoring (Browne and Kaldenberg 1997) and symbolic
motives (O’Cass 2001). Finally, religiosity was assessed using single construct, although
previous work has shown religiosity includes dimensions such as cognitive, emotional,
behavioural and motivation (Keelson 2012; Riquelme 2001).
The direction for future research which emerges from the findings of this study is to
improve the current understanding of the effect of religiosity in other types of business. For
instance, religiosity constructs that are discussed in this study permit a more in-depth study
of other consumer product industries, such as cosmetics, cell phones and small appliances.
Future research could use gender as a moderating variable along with religiosity. The
study’s conceptual framework should be re-examined to determine external validity in
future research. Furthermore, future research may choose to focus on a particular religion’s
religiosity which might include Islamic religiosity (Eid and El-Gohary 2015) so as to
generate an in-depth knowledge which would inform both theoretical and practical
applications. Finally, different constructs could be experimented with to measure the
religiosity effect. To this end, a very promising research approach would be to investigate
the consequences of religiosity for consumers’ post-purchase behaviours. This includes
examining the causal relationship between religiosity and consumer loyalty for fashion
clothing products.
Glossary
Fashion Fashion is about continuous change, clothing and related products and
services, and the exercise of creative design skills. Fashion is a current
mode of consumption behaviour applied specifically to clothing products
and related services (Easy 2009, p. 251)
Fashion clothing A product that is consumed publicly and is considered important in
communicating a sense of well-being (Handa and Khare 2013, p. 114)
Involvement Extent to which a consumer views the focal object as a central part of their
life, a meaningful and engaging object in their life and important to them
(O’Cass 2000, p. 550)
Fashion clothing Extent to which a consumer views the related fashion [clothing] activities as
involvement a central part of their life (O’Cass 2004, p. 870)
Fashion clothing purchase Extent to which a consumer views the related fashion clothing buying as a
involvement central part of their life (Developed for this study)
Generation Y Those persons born between 1976 and 1994 (Harrington et al. 2012)
Materialism A set of centrally held beliefs about the importance of possessions in one’s
life (Richins and Dawson 1992, p. 308)
Religiosity Extent to which one ascribes to the beliefs, experiences, and rituals of a
religion (Tan and Vogel 2008, p. 833)
Source Past studies
Acknowledgments We would like to thank the anonymous reviewers and Filomena Maggino, the editor-
in-chief of Social Indicators Research for their indispensable suggestions and comments that improved the
quality of this paper significantly.
123
Appendix 1
See Table 5.
Table 5 Factor loading, Cronbach’s alpha and variance explained

Items Factor Cronbach’s Variance
loading alpha explained
Fashion clothing involvement (FCI) 0.94 61 %

I think a lot about fashion clothing 0.71
Fashion clothing is an important part of my life 0.80
I consider fashion clothing a central part of my life 0.82
I have a very strong commitment to fashion clothing that would 0.67
be difficult to break
I find fashion clothing is a very necessary thing in my life 0.81
I am very much involved in fashion clothing 0.85
I can easily identify fashion clothing 0.63
I pay a lot of attention to fashion clothing 0.89
I am very excited about fashion clothing 0.81
Fashion clothing means a lot to me 0.82
Fashion clothing shows a person’s personality 0.58
Fashion clothing is important to me 0.83
I am very interested in fashion clothing 0.84
Fashion clothing purchase involvement (FCPI) 0.91 63 %
I am willing to spend more money for fashion clothing 0.77
Purchase decisions for fashion clothing are very important to me 0.79
Purchase decisions of fashion clothing require a lot of thinking 0.60
I give high importance to buying fashion clothing 0.85
Buying fashion clothing is significant to me 0.85
I think a lot about my choices when it comes to fashion clothing 0.83
Making purchase decisions for fashion clothing is significant to 0.80
me
I like to be involved in buying fashion clothing 0.83
Materialism 52 %
Factor 1. Acquisition centrality 0.72
I usually buy only the things I needa 0.80
I try to keep my life simple when it is about buying thingsa 0.85
I have all the things I really need to enjoy my lifea 0.75
Factor 2. Possessions as defining happiness 0.80
My life would be better if I owned things that I don’t have 0.77
I would be happier if I could buy more things 0.79
Sometimes it bothers me when I can’t afford to buy things that 0.70
I like
I feel very happy when I buy things 0.69
I like to have a luxurious life 0.75
Factor 3. Possessions as defining success 0.60
123
Table 5 continued
Items Factor Cronbach’s Variance

loading alpha explained
Some of the most important achievements in life include 0.71

acquiring material possessions
I like to own things that impress people 0.73
I don’t place much emphasis on the amount of material objects 0.60
people own as a sign of success
I don’t pay much attention to the material objects other people 0.62
own
Religiosity 0.82 57 %
Religion is especially important to me because it answers many 0.65
questions about the meaning of life
I often read books and magazines about my religion 0.71
I spend time trying to grow in the understanding of my faith 0.68
I make financial contributions to my religious organization 0.61
I enjoy spending time with others of my religious affiliation 0.70
Religious beliefs influence all my dealings in life 0.75
It is important to spend time in private religious thought and 0.55
prayer
I enjoy taking part in activities of my religious organization 0.64
I am well informed about my local religious group and have 0.64
some influence in its decision
Source Author’s own estimation

a
Statement has been reverse coded
Appendix 2
See Table 6.
123
778
123
Table 6 Demographic profile of the respondents and group difference tests
Variables Group Percentage Materialism Religiosity Fashion clothing involvement Fashion clothing purchase involvement
Mean t value/F value Mean t value/F value Mean t value/F value Mean t value/F value
Gendera Female 50.90 3.85 -0.16 4.88 1.54 3.41 1.39 3.43 1.44
Male 49.10 3.87 4.75 3.22 3.26
Ageb 18–20 15.70 3.58 10.13*** 4.50 5.88*** 3.05 5.62*** 3.17 8.10***
21–30 75.10 3.99 4.84 3.44 3.46
31–36 9.20 3.28 5.18 2.82 2.77
Raceb Malay 73.40 3.99 1.69 4.90 0.61 3.37 1.62 3.38 2.34
Chinese 21.60 3.80 4.79 3.28 3.30
Indian 5.00 4.11 4.86 3.80 3.94
Marital statusa Single 86.10 3.90 2.11** 4.77 -2.81*** 3.38 2.14*** 3.41 2.42***
Married 13.90 3.57 5.11 2.98 2.96
Educationb Undergraduate 85.10 3.93 9.21*** 4.78 2.72*** 3.39 6.58*** 3.42 5.49***
Master 12.50 3.27 5.01 2.76 2.80
Ph.D. 2.50 4.25 5.21 3.92 3.68

a
t test is used
b
ANOVA is used
M. Rahman et al.
Appendix 3
See Table 7.
Table 7 Descriptive statistics and correlations

Variables Mean SD 1 2 3
Materialism 3.81 0.87154 1.00

Religiosity 4.81 0.72335 0.02 1.00
Fashion clothing involvement 3.32 1.07482 0.65*** -0.04 1.00
Fashion clothing purchase involvement 3.35 1.08417 0.68*** -0.10* 0.93***
Appendix 4
See Table 8.
Table 8 Robustness checks

Model Equation 4 Equation 5 Equation 6
Dependent variable Dependent variable Dependent variable
Fashion clothing purchase Fashion clothing Fashion clothing purchase involvement
involvement involvement
Female MAT*** NONE FCI*, MAT*, MO***

Male NONE NONE FCI*
Undergraduate MAT** NONE FCI*, MAT*, MO**
Master NONE NONE FCI*
Ph.D. NONE NONE FCI**
Age (18–20) NONE NONE FCI*
Age (21–30) NONE RELI**, MO*** FCI*, MAT*, MO**
Age (31–36) MAT*** NONE FCI*, MAT**, MO***
Malay RELI**, MAT**, MO** NONE FCI*
Chinese NONE NONE FCI*
Indian MAT** NONE FCI*, MAT*, MO**
Single MAT** NONE FCI*, MAT*, MO**
Married NONE NONE FCI*

MO moderating variable
123
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Soc Indic Res (2017) 132:757–783

The Role of Religiosity on the Relationship Between

Mahfuzur Rahman1 • Mohamed Albaity2 • Billah Maruf3

Accepted: 21 March 2016 / Published online: 29 March 2016

Abstract Religiosity is a significant cultural force influencing various dimensions of

Keywords Religiosity Materialism Fashion clothing involvement Fashion clothing

& Mahfuzur Rahman

JEL Classification Z12 M31 C12 C42

2.1 Fashion Clothing Involvement

2.2 Drivers of Fashion Clothing Involvement

3 Materials and Methods

3.1 Sample and Procedure

3.2 Non-response Bias

3.3 Common Method Bias

3.4.2 Fashion Clothing Involvement and Fashion Clothing Purchase Involvement

3.5 Reliability and Validity of the Measures

3.6 Research Model

FCIi ¼ a0 þ a1 MATi þ a2 RELIi þ a3 MAT RELIi þ ei ð5Þ

FCPIi ¼ b0 þ b1 MATi þ b2 RELIi þ b3 MAT RELIi þ b4 FCIi þ b5 RELI FCIi þ ui

Table 1 Interpretation of the slope parameters in Eqs. 4–6

Source Author’s adaptation from Muller et al. (2005)

through FCI is moderated by religiosity. Therefore, the conditional indirect effect is b5

4.1 Descriptive Statistics

4.3 Hypothesis Testing

X: materialism 0.81 (c1) 15.7*** 0.76 (a1) 15.6*** 0.16(b1) 4.2***

0.82 (c3) 0.15 (a3) -0.07(b3)

Source Author’s estimation

Table 4 Hypothesis testing results

Fashion clothing involvement Fashion clothing purchase H1 0.85*** Supported

Table 5 Factor loading, Cronbach’s alpha and variance explained

Fashion clothing involvement (FCI) 0.94 61 %

Items Factor Cronbach’s Variance

Some of the most important achievements in life include 0.71

Source Author’s own estimation

Source Author’s own estimation

Table 7 Descriptive statistics and correlations

Materialism 3.81 0.87154 1.00

Table 8 Robustness checks

Female MAT*** NONE FCI*, MAT*, MO***

Source Author’s estimation

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X: materialism 0.81 (c1) 15.7* 0.76 (a1) 15.6* 0.16(b1) 4.2***

Female MAT*** NONE FCI, MAT, MO***