Mediating Roles of Ethical Judgments and Life Satisfaction Related to Religious Commitments and Consumer Loyalty

Abstract

Previous studies on religiosity and consumer behavior highlight that religion influences consumers in areas such as life satisfaction, trust, ethics, and materialism. However, research has yet to establish a comprehensive framework that investigates the influences that specific religious commitments have on consumer behaviors, such as life satisfaction, ethical judgments, and loyalty intentions, which is the main purpose of this study. Taking Catholic affiliation in the Vietnamese context, this study aims to expand on the findings from previous literature on the relationship between religiosity and consumer behaviors. The study combines considerable ethical judgments and life satisfaction to investigate their mediating roles in the interrelation between religious commitments and consumer loyalty at convenience stores. In doing so, we used the Partial Least Squares-Structural Equation Modeling approach to examine the research hypotheses, as we used data from a survey taken by 388 Catholics. These findings illustrate that life satisfaction plays an essential mediating role in connecting religious commitments to consumer loyalty. In contrast, ethical judgments have a strong mediating influence on the interrelation between intrinsic religiosity and consumer loyalty. The results offer an insight into the perspective of business enterprises with reference to the sociology of religion.