Does a Consumer’s Religion Really Matter in the Buyer–Seller Dyad? An Empirical Study Examining the Relationship Between Consumer Religious Commitment, Christian Conservatism and the Ethical Judgment of a Seller’s Controversial Business Decision

Journal of Business Ethics 102 (4):581-598 (2011)

Abstract
Religion is an important cultural and individual difference variable. Yet, despite its obvious importance in consumers’ lives, religion in the United States has been under-researched. This study addresses that gap in the literature and investigates the influence of consumer religion in the buyer–seller dyad. Specifically, this study examines the influence of consumer religious commitment and a Christian consumer’s conservative beliefs in the United States on store loyalty when retailers make business decisions which are potentially reli- gious objectionable. This study uses structural equation modeling and applies Anderson and Gerbing’s :411–423, 1988 ) two-step approach to exam- ine data obtained from a national sample of 531 consumers. The results from this study suggest that consumers evaluate seller’s actions and form ethical judgments. These judgments are a major explanatory variable in consumer store loyalty intentions
Keywords ethical judgment  religious commitment  Christian conservatism  social responsibility
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DOI 10.1007/s10551-011-0829-6
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Religiousness and Business Ethics.Ellen J. Kennedy & Leigh Lawton - 1998 - Journal of Business Ethics 17 (2):163-175.

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