HOW DOES RELIGIOUS SOCIAL CONTROL STEER CONSUMER CHOICE S-O-R EVIDENCE ON UMRAH INTENTION

Abstract

This study examines how religious social control and religious guilt shape Umrah intention by employing the Stimulus–Organism–Response (S-O-R) framework. Religious social control is conceptualized as the stimulus, religious guilt as the organismic state and Umrah intention as the behavioral response. Data were collected from 266 Muslim consumers residing in Türkiye who declared an intention to perform Umrah using purposive and convenience sampling. The measurement model was evaluated using confirmatory factor analysis (CFA) and the research hypotheses were subsequently tested by analyzing the structural model using AMOS. The measurement model was validated through confirmatory factor analysis and hypotheses were tested via structural equation modeling (SEM). The findings reveal that religious social control significantly and positively influences religious guilt which in turn increases Umrah intention. Moreover, the results demonstrate that socially reinforced religious expectations translate into internal moral emotions that guide pilgrimage-related decision-making. By integrating social and psychological dimensions within a single theoretical framework, this study contributes to religious tourism and consumer behavior literature.