چکیده:
The purpose of this study is to investigate the relationship between religiosity and consumption patterns among followers of the three religions of Islam, Christianity and Zoroastrianism. The statistical population of the study includes Muslims, Christians and Zoroastrians living in Isfahan and Kerman. Using snowball sampling, sixty people (180 in total) from each religion were selected as the research sample. This is an applied research with descriptive-correlation method. The data collection tool is a questionnaire that after validation and experimental implementation was performed on the research samples to ensure its reliability. SmartPLS software was used to analyze the data. According to the significance coefficients of "T", it was found that in the Muslim community, religiosity has a significant inverse relationship with the variable of cultural acceptability, but in Christian and Zoroastrian society this relationship was rejected due to low t-value and in other samples due to higher t-value of 1.96, all research hypotheses were confirmed. The general conclusion showed that there is an inverse relationship between religiosity and consumption pattern among Muslims and there is no significant relationship between religiosity and consumption pattern among Zoroastrians and Christians.
خلاصه ماشینی:
A Comparative Study of the Relationship between Religiosity and Consumption Pattern among Muslims, Zoroastrians, and Christians in Iran * Mohammad Mahdi Poursaeed Saeed Dehyadegari ** Mostafa Vakili *** [Received date: 2020/09/13; Accepted date: 2021/02/15] Abstract The aim of this research is to examine the relationship between religiosity and consumption pattern among followers of three religions: Islam, Christianity, and Zoroastrianism.
What is important in the present research is the comparative investigation and study of the relationship between religiosity and the consumption pattern in three religions: Christianity, Zoroastrianism, and Islam, so that the differences in the impact of religion on the consumption pattern can be identified, and this knowledge can be utilized to adopt appropriate marketing strategies for each of these religious communities.
According to the results obtained from the path coefficient, t-statistic, and the significance level shown in Figures 2 to 4: First Hypothesis: There is a significant relationship between the religiosity of religions (Muslims, Christians, and Zoroastrians, respectively) and their acculturation.
289), it can be said that this path is a direct relationship; and the variable of Zoroastrian acculturation at a 95 percent confidence level has a significant effect on the Muslim food consumption pattern variable (=t).
55), it can be said that this path is a direct relationship; and the variable of Zoroastrian acculturation at a 95 percent confidence level has a significant effect on the electronic goods consumption pattern variable (=t).
Another finding of this study shows that there is a significant relationship between the acculturation of religions (Muslims, Christians, and Zoroastrians, respectively) and the consumption pattern of luxury goods.
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