This study applies the Heuristic-Systematic Model (HSM) of Information Processing to examine the effects of moral reasoning, utilitarian benefits, and perceived risk on people’s purchase intention towards controversial products such as artificial contraceptives in the context of Philippines where religion and social norm play key roles in affecting people’s daily life. Following the Social Impact Theory, the moderating effects of religion and religiosity and social norm are explored as well.

Research results based on a sample collected from 250 respondents in Philippines show that utilitarian benefits and perceived social risk produce positive effects while moral reasoning exhibits a negative effect on Filipinos’ purchase intention toward controversial products. Moreover, religion and religiosity show a negatively direct while social norm reveals a positively direct effect on purchase intention toward controversial products. Finally, religion and religiosity negatively moderate the relationship between perceived social risk and purchase intention.

The study highlights the significance of social contextual factors in predicting peoples’ purchase intention toward controversial products in an eastern Catholic country. Implications and future directions are discussed as well.

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