{"id":2286,"date":"2021-03-06T10:25:02","date_gmt":"2021-03-06T10:25:02","guid":{"rendered":"https:\/\/mgt.sjp.ac.lk\/vjm\/?p=2286"},"modified":"2021-03-08T03:50:53","modified_gmt":"2021-03-08T03:50:53","slug":"religious-orientation-and-alcohol-purchase-intention-an-empirical-investigation-of-sri-lankan-male-consumers","status":"publish","type":"post","link":"https:\/\/mgt.sjp.ac.lk\/vjm\/2021\/03\/06\/religious-orientation-and-alcohol-purchase-intention-an-empirical-investigation-of-sri-lankan-male-consumers\/","title":{"rendered":"Religious Orientation and Alcohol Purchase Intention: an Empirical Investigation of Sri Lankan Male Consumers"},"content":{"rendered":"

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<\/a>B.T.K. Chathuranga<\/span><\/b><\/p>\n

University of <\/i><\/span>Sri Jayewardenepura<\/i><\/span><\/p>\n

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D.T. Rathnayake<\/span><\/b><\/p>\n

University of Sri Jayewardenepura<\/i><\/span><\/p>\n

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Abstract<\/b><\/p>\n

Increasing\u00a0 level\u00a0 of\u00a0 alcohol\u00a0 consumption\u00a0 around\u00a0 the\u00a0 world\u00a0 has\u00a0 been continuing for many years and Sri Lanka is also facing the same terrible situation.. Evidently, liquor consumption in Sri Lanka was approximately 73 million liters in 2016 and the total liquor consumption among Sri Lankans has also been increasing in recent past. Though\u00a0 alcohol consumption\u00a0 raises many health and social issues, prevalence of alcohol consumption among the Sri Lankan male consumers (age between 17-64) has grown from 26% to 39.6% during the time period of 2008 \u2013 2014. Therefore, examining the predictors of alcohol usage appears important and timely. Among various predictors, religious orientation seems to be much important, yet,\u00a0 less examined in extant literature. Therefore, this study aims at investigating the impact of religious orientation on alcohol purchase intention of Sri Lankan male consumers. The independent variables of the study were Intrinsic Religiosity, Extrinsic (Social) Religiosity and Extrinsic (Personal) Religiosity while Alcohol Purchase Intention was the dependent variable. The study was primarily quantitative in nature whereas the study design was single cross-sectional survey. The sample size of the study was 250 which was selected based on purposive sampling technique. The unit of analysis was individual male alcohol consumers in Sri Lanka and the data collection instrument was a self-administered questionnaire. Data was analyzed using structural equation modeling and findings revealed that all three independent variables have a significant impact on alcohol purchase intention.\u00a0<\/p>\n

Findings of the study make sense to policy makers in using religious orientations to restrain alcohol consumption. Especially the education system and religious organizations are urged to use these religious orientations to design communication campaigns aiming people in Sri Lanka as a way of discouraging alcohol consumption.<\/p>\n

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Keywords<\/b><\/p>\n

Alcohol; Extrinsic Religious Orientation; Intrinsic Religious Orientation; Purchase Intention; Religious Orientation<\/p>\n

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Download<\/b><\/p>\n

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