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H2 : There is significant relationship between social value and audience perception towards interethnic relation

2.4.1.3 Religious Value
In molding social conduct, religious ideas have a significant role. Differences in the way individuals live, the
decisions they make, the food they eat, and who they relate to have an impact on religion. According to Hirschman (1983),
their views towards dance, publications, restaurants and political beliefs impacted considerably the affiliations between
Catholics, Protestants and Jews. Religion's effect on consumer behaviour The limitation of specific foods and beverages
is common among religious groups; for example, Jews and Muslims do not eat pork, Hindus do not eat beef, and
consuming alcohol is frowned upon if not prohibited by Islam and extreme Protestants. Gender roles in a society are also
influenced by religion. In Islamic nations, both men and women must cover their torsos and upper legs at all times, with
the exception of women's faces (Deng et al., 1994). On the other hand, looking at the Petronas Chinese New Year festive
advertisement had included a lot of religious elements inside their production such as red angpao, red clothing or blessing
the gods with foods & fruits etc. Personal values, beliefs, images, symbols, rituals, and social gatherings are all ways in
which religion operates within a culture. It has the most pervasive social effects via influencing its adherents' personal
values and ideas (Mansori, 2012). Therefore, researchers believed that religious value will make consumer transform
their perception towards racial relation and a hypothesis is made :

H3 : There is a significant relationship between religious value and audience perception towards interethnic
relation

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