Spirituality and Consumerism: Consumer Behaviour Among Muslim University Students In Malaysia

AbdulGafar Olawale Fahm, Jemeel Adedotun Sanni

Abstract

Spirituality is a motivational variable that relates to many aspects of consumerism and economic constructs in terms of personal perceptions and behaviors. The study examined the influence of spirituality in the materialistic interest of consumers. Samples of students of undergraduate and postgraduate in Malaysia were included in this study and the analysis was carried out to see the bi-directional causality of spirituality and consumerism and to see the effect of one on the other. Results showed that those scoring high on spirituality have less interest in material acquisition. The findings also showed that the orientation of the respondents is not reflected in the way they give charity as majority of them will only spend a small portion of their extra money on charity and more on their personal expenses. This clearly shows that the propensity to give out is low. This study, therefore, concludes that spirituality can be positively related to economic attitudes that favored a more social responsibility orientation, supporting programs and individual initiatives that were responsive to the economic suffering of people. The study hereby recommends that individuals should have a sense of giving as spirituality encourages a high level of charitable activities.

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