The effect of religiosity and pleasurable and beneficial purchases on the intention to buy Iranian-Islamic clothing online

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Faculty of Economic and Administrative Sciences, Qom International University, Qom, Iran

2 MAMaster, Department of Management, Faculty of Economic and Administrative Sciences, Qom International University, Qom, Iran.

10.22034/cbsj.2025.141094.2680

Abstract

Clothing is one of the important areas of consumption that is tied to our Iranian-Islamic culture. Clothing is one of the most important artefacts of the cultural field, which must be provided according to the Iranian-Islamic taste. Many variables affect the intention to buy Islamic Iranian clothing, among them are the variables of religiosity and the type of purchase. The aim of the present study is to investigate the effect of religiosity, pleasure shopping and beneficial shopping on the intention to buy Iranian-Islamic clothing online. The statistical population of the research is the customers of Meraj store, which is a producer of Iranian-Islamic clothing for men in Qom. The statistical sample includes 392 customers who answered the questions using the available sampling method and through the electronic questionnaire posted on the store's website on the Ita social network. In order to analyze the data, structural equation model method with SMARTPLS software was used. According to the findings of the present research, religiosity increases cognitive attitude but has no effect on emotional attitude. Also, religiosity has a positive effect on purchase intention considering the mediating role of cognitive attitude variable. Beneficial shopping and pleasurable shopping also have a positive effect on emotional and cognitive attitudes. However, the effect of religiosity on emotional attitude and the effect of emotional attitude on purchase intention were not confirmed.

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References

 
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Consumer Behavior Studies Journal
Volume 13, Issue 1
June 2026
Pages 74-90

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