Religion, peculiar beliefs and luxury cars’ consumer behavior in Iran

Abstract

Purpose: Religious and peculiar beliefs are two of the factors affecting consumer behavior and may differentially affect individuals and societies. Therefore, this study aims to investigate them from the study of Iranian customers’ behavior. Design/methodology/approach: These beliefs are sensitive issues, hence, to investigate them, the grounded theory method through 15 in-depth interviews was applied. Findings: The results indicated that evil-eye effect, as a peculiar belief, affected the behavior of luxury cars’ consumers in the Iranian society while religion had no such effect on the consumers’ behavior, in spite of religious notions about luxury. Furthermore, the findings revealed that consumers may legitimize their inconsistent behaviors through a variety of tactics such as different interpretations of religious notions or dissembling their superstitious beliefs. Originality/value: The present study will contribute to the literature on religion and customer behavior through taking advantage of the application of a qualitative research design. Besides, the originality of the study might be in the application of various tactics by the customers to legitimize their behaviors inconsistent with religion. © 2019, Emerald Publishing Limited.