Özet:

This study intends to analyze whether religion affects the intention to purchase luxury goods of the customers. It is considered that Islam is a religion that canalizes to its believers respecting all directions of life. Therefore, it will be the main purpose to understand how Islam influences consumers' buyers' behavior. These findings are beneficial for the marketers toward a better understanding of Turkish consumers’ luxury intention to purchase based on religious beliefs. Data were analyzed by using SPSS and AMOS 20 program. Of the more than 400 respondents filled in the questionnaires, after cleaning the data; 232 of them completed the survey in full, with a response rate of 58. Findings of the research point out that religosity may not affect attitude towards beliefs, normative beliefs, purchase intention towards luxury products. Further, the findings indicate that there is a positive and significant relationship only between the intention to purchase luxury goods and subjective norms. The study could maintain beneficial inclusion for managers of luxury brands as they would get informed respecting the influence of religion on consumer’s decision-making process; therefore, marketers may build effective competitive marketing strategies and offer products that are harmonious with consumers’, attitudes, religious beliefs and subjective norms.

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