IMPACT OF RELIGIOSITY AND SELF-CONGRUENCE ON IMPULSIVE AND OBSESSIVE BEHAVIOUR: A MEDIATION AND MODERATION PERSPECTIVE

Abstract

This research aims to study the impact of religiosity self-congruence on impulsive and obsessive buying. Furthermore, it assesses whether materialism mediates the relationship between religiosity, self-congruence, and compulsive and impulsive buying. And credit cards moderate the relationship between religiosity, self-congruence, and compulsive and impulsive buying. Data were collected from young consumers via an online survey and with the help of a questionnaire. A two-step approach was used for model assessment. A measurement model was created, and structural equational modeling was used to test the hypothesis. Religious beliefs weaken materialistic values. Materialism has a strong influence on impulsive buying. Impulsive buying and self-congruence have a significant relationship with each other. Credit cards were moderators which impact religiosity, self-congruence, and sudden and obsessive buying. Future researchers will use variables like self-image and compulsive behavior. This study was done in the fashion industry of Pakistan, but in the future can be used across the country for analysis.  The theoretical contribution of the study is that future researchers will know that credit card plays a vital role in enhancing consumers' impulsive purchase behavior.  Researcher faced problems in data collection due to limited sample size and cross sectional technique. Marketers use different strategies to enhance impulsive buying behavior. Credit cards help consumers to purchase the product immediately. It will help make a social contribution to society by considering the awareness and knowledge of consumers about the things allowed by their religion Islam.