RELIGIUSITAS DALAM PERILAKU KONSUMEN: DARI NILAI KE KEPUTUSAN PEMBELIAN

Abstract

This article explains how religiosity and religious values shape consumer behavior through psychological, social, and normative mechanisms and proposes an integrative conceptual model linking religious values to product preferences, purchase intentions, purchasing decisions, and responsible consumption. The study employs an integrative literature review of conceptual papers, systematic reviews, meta-analyses, and empirical studies on religion, religiosity, consumer behavior, and halal consumption. The literature is synthesized thematically according to religious dimensions, mediating mechanisms, behavioral outcomes, and contextual factors. The review indicates that religion rarely operates as a single and direct determinant of consumer behavior. Its influence is more plausibly transmitted through value internalization, religious identity, product attitudes, subjective norms, trust in product attributes or certification, and self-regulation. Recent evidence also suggests that religiosity can strengthen purchase intention in halal consumption, although the magnitude and pathway of this relationship vary across product categories, social environments, information access, and cultural contexts. The article contributes by integrating these streams into a process-oriented framework in which religiosity functions as a value orientation that is translated into consumption evaluations, market decisions, and more responsible post-purchase behavior. The managerial implication is that religion-based marketing should prioritize authenticity, transparency, value congruence, and consumer protection rather than relying primarily on religious symbols.