The Role Of Fomo In The Impact Of Religious Attitude And Hedonic Consumption Among Turkish Muslim Consumers

This study explores the intricate dynamics between religious attitudes and hedonic consumption behaviors, with Fear of Missing Out (FoMO) as a pivotal mediator, focusing on Turkish Muslim consumers. By examining data from 562 participants across Türkiye, this research unveils how religious principles, while traditionally curbing materialism, paradoxically foster specific hedonic consumption motivations when mediated by FoMO. Utilizing advanced structural equation modeling, the findings underscore FoMO's transformative role in linking religious attitudes to adventure and gratification-based, role-based, value-based, and social-based shopping behaviors. The strongest effects are observed in socialized and adventure-oriented consumption, reflecting a tension between spiritual adherence and contemporary consumerist pressures. This study not only expands the theoretical discourse on religious consumer behavior but also offers a groundbreaking perspective on how psychological constructs like FoMO reshape traditional paradigms. These learnings offer implementable strategies for culturally sensitive marketing practices for Muslim consumers, which maintains the tension between the spirit of authenticity and contemporary consumerism. Jel Codes: M30; M31; M37