Oleh:Harmanda Berima Putra

372450

Introduction

The concept of consumer ethics has been central

to studies of ethical economic behavior (Vitell,
2003)
Intrinsic relligiousity is the persistent driver of
ethical consumer behavior
This study undertake interreligious comparison of
the influence of intrinsic religiousity on ethical
convictions of consumers

Research Objective

Questioned to what extend the positive influence

of Christian religiosity on ethical consumer
behavior as identified in literatures, also applied
to Moslem consumers.

Literature Review
Consumer Ethics
Moral principles and standards that guide behavior
of individuals or groups as they obtain, use, and
dispose of goods and services (Muncy and Vittells
(1992)

Literature Review
Religion
According to Berger (1961), religion is a
fundamental determinant of social behavior.
In economic research into consumer behavior,
analyses of religions influence are somewhat more
recent.

Literature Review
Religiosity
It is a belief in the existence of God and a
commitment to attending to and complying with
rules that members of that religion believe have
been defined by God (McDaniel and Burnett, 1990).

Research Model

Hypotheses
H1: Consumers with high intrinsic religiosity refuse
unethical behavior in the form of (a) active
benefiting, (b) passive benefiting, and (c) no harm
more than do consumers with low intrinsic
religiosity.

Hypotheses
H2: The connection between intrinsic religiosity and
refusal of unethical behavior on the dimensions (a)
active benefiting, (b) passive benefitting, and (c) no
harm is moderated by the religious community, such
that intrinsic religiosity has a stronger influence on
Moslems than on Christians.

Sampling

The data have been collected within the scope of

lectures of both authors at two large universities in
Germany (Muenster) and Turkey (Istanbul).
Back translation method was applied
Incentives of filling questionnaires were not given
231 respondents (Turkey), and 240 (Germany)
To measure the dependent variable, we adapted Vitell
and Muncys (1992) consumers ethical belief scale
(19 items for 4 dimensions)
This study used 16 items only, since it covered only
3 dimensions

Cronbachs Alpha

Descriptive Statistics

Analysis

This study conducted 2 steps:

First, analyzed the connection between intrinsic
religiosity and the three basic ethical
convictions of consumers
Second, set up two groups of test persons with
high (n = 235; mean = 3.68) and low intrinsic
religiosity (n = 211; mean = 2.07).
To estimate the intensity of this connection, we
also calculated the effect size (g2).3

Analysis

Analysis

In second step:
This study conducted a median split for
Christians and Moslems separately.
Then calculated ANOVAs, separately for both
religious communities, with regard to the
connection between religiosity and consumer
behavior ethics.

Analysis

Discussion
There are 3 major results:
1.This study identify noticeable differences in the
ethical evaluations of active benefiting, passive
benefiting, and no harm, regardless of the
religious community or extent of religiosity.

Discussion
2.

3.

There are strong positive correlations of all

three dimensions of ethical convictions and
intrinsic religiosity, regardless of which
religion the respondents avow.
Also highlighted the need to distinguish these
general results by specific religions

Discussion

Limitation
1.
2.
3.

4.

This study includes only Islam and Christianity as

religions.
Turkey contains a high ratio of Sunni Moslems, who are
not necessarily representative of the entire Islamic world.
There are unexamined variables, which is a problem
generally faced by every researcher, especially those that
undertake intercultural comparative studies.
Sample containing students of business studies who might
posses specific ethical basic orientations based upon their
economic orientation.