Purpose: This study evaluated the impact of religion, moral obligation, and perceived customer effectiveness (PCE) on consumers’ ethical purchasing intentions. Design/Methodology/Approach : The data from 317 respondents were analyzed using Smart-PLS to determine the impact of determinant factors and the mediating roles of moral obligation and PCE.

Findings: The findings indicated that religiosity influenced moral obligation, PCE, and ethical purchasing intention. PCE mediated the relationship between religiosity and the intention to make ethical purchasing decisions. Research Limitations/

Implications: The study's indicators of moral obligation might lead to differing perceptions among respondents; therefore, these indicators should be refined for future research. Practical

Implications: The study helped the managerial side develop strategies to attract consumers to purchase the products ethically. Social

Implications: The intention to purchase products ethically became a significant issue in the market due to the lack of ethical behavior among consumers. Therefore, this research’s findings have a social impact on improving consumer ethical purchasing intention by using religiosity as a determinant factor. Originality/

Value: The research contributed to the evaluation of the role of religion in shaping ethical consumer purchasing intentions.

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