ABSTRACT
Humans tend to turn to religion for solace and explanation in times of need. According to Bentzen, the COVID-19 crisis resulted in an increase in prayer intensity across 107 countries using daily and weekly Google search data. This chapter aims to test the interrelationship between religiosity, consumer spirituality, and purchase intention. It also examines the mediating effect of consumer spirituality between religiosity and purchase intention among online purchasers. Consumer spirituality encompasses the desire for consumers to access a marketplace that promises transcendence and the belief that spirituality is something individuals can purchase. Structural equation modeling provided that consumer spirituality was found to be fully mediated in the link between religiosity and online purchase intention. It concludes that the presence of consumer spirituality positively encouraged the religious beliefs and rituals for online product/service consumption.
