Religiosity on Guilt Coping

Consumer guilt (a stressful and frequent negative emotion in situations of moral consumption) compels the individual to react to mitigate it. In the face of guilt, there is a gap in what leads to different coping strategies (repairing, evasive, bi-reactive, and indifferent). In this sense, we articulate relationships between religiosities (intrinsic and extrinsic) and confrontation, whose hypotheses constitute a conceptual model. We tested the model with a quantitative survey scheme. We collected data from university students and professors. The research revealed relationships between the predominant intrinsic religiosity in the person and the repairing behavior, as well as between the predominant extrinsic religiosity and the avoidant behavior. Implications are pointed out, along with suggestions for further research.