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INTRODUCTION
Religion, being an aspect of culture, has considerable influence on people's values, habits and attitudes, and it greatly influences lifestyle, which in turn affects consumer decision behaviour[e.g. 1-3]. As Peterson and Roy[4] comment, one function of religion is to provide a source of meaning and purpose for people. Religion can provide a framework which makes life understandable and interpretable. Although religion has been a significant force in the lives of many individuals, its role in consumer choice can be characterized as unclear or "fuzzy". First, religion serves to define the ways to do things (i.e. established practice) and to provide a series of tools and techniques for social behaviour[5-8]. Second, religion either fosters or frowns on particular choice behaviour[9,10]. Thus, despite the potential importance of the religion or religiosity constructs, any empirical investigation of these constructs in consumer behaviour has been rare.
More generally, the religions practised in a society influence husband/wife decision-making roles, as well as societal institutions and customs. It has been suggested that religious orientation is a strong influence on the development of family commitment in giving the family a sense of purpose and values oriented to the need and welfare of others[e.g. 11,12]. Commitment, in the causal sequence, is assumed to influence family time and effort. Religious devoutness indirectly influences commitment by directly affecting relationship qualities (i.e. love/caring), locus of control and gender roles which in turn directly influence commitment[11].
Little empirical information is available on the relationship between family values and religion. Most of the literature on families and religion falls into one of four categories:
(1) Studies of the effects religious beliefs and involvements have on family-related behaviours -- divorce, sexual behaviour, and the like[e.g. 13,14].
(2) Studies of the effects religious beliefs and involvements have on attitudes about gender roles, sexuality, family life[e.g. 15-17].
(3) Studies of the transmission of religious allegiance through families[e.g. 18,19].
(4) Studies of religious intermarriage[e.g. 6,20].
All these studies have examined the relationship between religious variables and attitudes/behaviours from sociological and psychological points of view. Less attention has been paid to the relationship between religiosity and consumer purchase decisions. Furthermore, no multidimensional study which investigated the religious dimension and orientation that correlate with purchasing roles had ever been reported. This research is,...