While the existing literature has extensively studied how available religiosity scales measure the impact of religion on consumption, a conceptual gap still exists about its actual utility and recent literature has indicated the need for a more useful construct. Furthermore, there are limited studies on how this impact can be adequately studied, specifically by using religiocentrism as a construct in marketing. The purpose of this study is to conceptually establish the appropriateness of religiocentrism scale through comprehensive and systematic literature review (SLR).
A systematic and comprehensive literature review was conducted by searching studies, as per inclusion and exclusion criteria, which were conducted by using religiosity and religiocentrism constructs. The scale items were studied in the given marketing context. The paper presents findings comparing scale items from both religiosity and religiocentrism constructs, highlighting the items specifically related to consumption only. Based on these findings, a conceptual model is proposed to differentiate and indicate the actual utility of both these constructs for studying the impact of religion on consumption.
The findings indicate that religiosity primarily assesses individual personal characteristics, such as beliefs and practices, rather than consumption behaviours rooted in religious influences. In contrast, religiocentrism focuses more on measuring consumption behaviours explicitly shaped by religious factors. This limitation underscores the inadequacy of using religiosity scales to measure religion-based consumption. Finally, the study recommends that future researchers adopt religiocentrism scales to measure the impact of religion on consumption, as they provide a more precise and relevant framework.
This study presents a systematic literature review and conceptual model which give future directions to researchers.
