Search

It is acknowledged that consumption and consumer behavior are influenced by religion and belief system that individual has. At this point, it can be expected that spirituality phenomenon, which is expressed as the efforts and experiences of finding the meaning of one’s life and its interaction with the superior power, may be related to consumption. In this study, it is aimed to examine the relations of spirituality and religiosity to consumer attitudes and behaviors. Although influences of religiosity have been extensively studied in marketing literature, the role of spirituality on consumption has begun to attract interest. The research is important due to absence of studies that examine spirituality and religiosity together. In the scope of the study, spirituality, religiosity and their relationships with consumption is examined at theoretical level first. Then, primary data were gathered from consumers in Kirikkale province through questionnaire method. Statistical analyzes were performed with obtained data and the results were interpreted. As a result, the relationships among spirituality and specified consumer attitudes and behaviors are examined comparatively with religiosity, and it is reached that spirituality is a factor plays role in consumer attitudes and behaviors. At this point, it is understood that spirituality is negatively related with attitude toward debt and jealousy, an positively related with sustainable purchasing, sustainable product usage and price sensitivity. Religiosity is similary seen to be positvely related with sustainable product buying and hedonic consumption. It is also seen that religiosity is inversely related to economic injustice perception and jealousy. In addition, differences in research variables are also examined depending on demographic variables.