Investigating the Impact of Muslim Consumer Religiosity on Brand Attitude, Personal Desire and Intent to Buy Luxury Products

Luxury products are an important part of the consumer market and can be recognized as a topic for marketing research. In societies where religion plays an important role in shaping people's behaviors, it is important and necessary to study the impact of this variable on the buying behavior of consumers of luxury products. Can religiosity create a positive attitude and personal desire and intention to buy for luxury products? The present study is applied in nature and is a descriptive study; Which has been done using a quantitative method and using a descriptive-survey method of data collection. The statistical population was Iranian Muslim citizens living in Tehran. Data were collected from 312 individuals using a questionnaire using both electronic and field methods. After analysis by SPSS21 and PLS3 software, it was finally found that religiosity has a significant relationship with brand's attitude, personal preferences and intention to buy luxury products, and gender and income play a role in moderating these relationships. This statistical community does not play. Religiosity can have a small negative effect on attitudes toward luxury products, but it has less of a negative impact on personal preferences for luxury.