The Influence of Consumer Religiosity and Religious Affiliation on Sunday Shopping

Abstract

Sunday, once considered a day for family as well as a religious holiday, is increasingly becoming a day for consumer activity. In response to this consumer demand, unrestricted Sunday shopping within urban areas has become commonplace; however, this retail practice has not extended itself to rural areas. Hence, Sunday shopping by rural consumers may constitute a dimension of generalized outshopping. Although many demographic and psychographic variables have been examined in relation to outshopping, no study has specifically investigated Sunday outshopping and the possible moderating effects of the religious commitment of the rural community. The purpose of this study, then, is to provide an empirical examination of the relationship between religiosity, Sunday shopping, and Sunday outshopping. This investigation appears warranted in that a defined association between religiosity and Sunday shopping further characterizes and explains the consumer, allows better retail strategies with respect to the trading areas’ religiosity, and creates a basis for selecting target markets.