Investigating the role of religiosity as a deterrent against digital piracy

Riza Casidy*, Michael Lwin, Ian Phau

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)


Purpose: The purpose of this paper is to examine the role of religiosity as a deterrent to habitual digital piracy behaviour. Specifically, it will examine the extent to which “religious teaching” affects consumer attitudes towards digital piracy and their habitual digital piracy behaviour in a developing market. 

Design/methodology/approach: In total, 400 usable samples were collected from large religious organisations in Indonesia using convenience sampling. The latent moderation structural equation technique was used to test the research hypotheses.

Findings: The results indicated that: facilitating conditions are a significant driver of digital piracy habit; attitude towards piracy is a significant deterrent of digital piracy and moderates the relationship between facilitating conditions and habitual digital piracy; and religious teaching is a significant deterrent of digital piracy habit, mediated by attitude towards piracy. 

Originality/value: This study investigates the influence of Christian religious teaching as a deterrent to digital piracy behaviour. Further, it investigates the mediating and moderating role of attitude in a digital piracy context. The study findings would provide insights for policy makers to deter digital piracy behaviour through the use of religious appeals.

Original languageEnglish
Pages (from-to)62-80
Number of pages19
JournalMarketing Intelligence and Planning
Issue number1
Publication statusPublished - 1 Jan 2017
Externally publishedYes


  • Attitude
  • Church
  • Developing markets
  • Digital piracy
  • Ethics
  • Habit

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