Religiosity and consumer behavior of older adults: A study of subcultural influences in Malaysia

• Although differences in consumption patterns across countries are often inferred to be the result of different cultural values and religious orientations, they raise issues of validity because of the many country‐specific factors that may affect behavior. Furthermore, the effects of religiosity are confounded with those of variables that are associated with religiosity such as age. This paper examines the effects of religiosity on well‐being and changes in consumer preferences of 645 adults age 50 and older living in different regions of Malaysia who were surveyed via personal interviews. The results confirm the positive effects of religiosity on well‐being but show differences across the three main ethnic subcultures of Malaysia (Malays, Indians, and Chinese), and they provide little support for the hypotheses that the consistency of consumer brand and store preferences is influenced by religious values. It is suggested that the relationship between religiosity and consumer behaviors warrants additional research, focusing also on variables that relate to religiosity, method of analysis, and on mechanisms that link religiosity to consumer behaviors.

Copyright © 2011 John Wiley & Sons, Ltd.