Measuring Consumer spirituality through a valid scale

Abstract

Spirituality has hardly received any attention from the marketing and consumer behaviour scholars. This study seeks to bridge that gap by addressing the issue of consumer spirituality and its measurement through CONSPIRIT scale. A parsimonious 11-item scale called CONSPIRIT to measure the spirituality tendencies of consumers has been developed. Data was collected from 225 respondents during the first stage while 2000 respondents were contacted at the second stage of scale development. The evaluation of the psychometric properties of the CONSPIRIT scale revealed that it tests well for reliability and validity. CONSPIRIT scale may be utilized to understand the role of consumer spirituality in making purchase choice decisions and can provide direction towards designing of marketing communication and customer relationship programs.