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Exchange is often identified as the primary role of marketing. Consumer behaviour literature, therefore, focuses on uncovering the characteristics of decision-making styles of individuals that embrace consuming. However, recent global economic crises have led consumers to become increasingly frugal. Approaching frugality from the religious perspective, this paper aims to identify the deep-level diversities of frugal consumers in their quality consciousness tendencies, rather than simply equating both frugality and religiosity to non-consumption.

In this paper, a counterintuitive model has been offered that includes the positive moderating effect of religiosity on the relationship between frugality and quality consciousness. Using structural equation modelling, this paper tests the proposed model using a unique sample of 413 adults.

This paper extends the knowledge in …