Religion and Consumer Behaviour: Influence of Religiosity and Culture on Consumption

✍ Scribed by Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer

• Publisher: Routledge
• Year: 2023
• Tongue: English
• Leaves: 271
• Series: Routledge Studies in Marketing
• Edition: 1
• Category: Library

✦ Synopsis

Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ religiosity on their consumption decisions. This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic.

In this edited collection, expert contributors, academicians and researchers discuss the influence of religion on consumer behaviour in depth including the “dark side” of religion on consumers’ consumption behaviour and religious cults. The chapters also explore the ethical issues surrounding consumption and the role of religion on branding and sustainable practices. With a broad perspective, the book draws on examples of practices from Christianity, Islam, Hinduism and Buddhism.

This book will be a particularly valuable resource for scholars and upper level students of marketing, consumer behaviour and consumer psychology. The interdisciplinary perspectives will also appeal to those studying sociology and globalization.

✦ Table of Contents

Cover
Half Title
Series Information
Title Page
Copyright Page
Table of Contents
Figures
Tables
Annexures
Contributors
Preface
1 Sustainability and Religion: Consumption Insights From a Western vs. Eastern Comparison
Introduction
Religion: Western vs. Eastern Theology
Religion, Values Theories, and Consumers’ Sustainability Practices
Methodology
Informants and Recruitment
Procedure and Analysis
Results
Findings Within Religious Affiliations
Findings Between Western and Eastern Religious Affiliations
Discussion
Theoretical Contributions
Implications for Marketing Practitioners
Limitations and Future Research
Conclusion
References
2 The Impact of Religion On Consumer Decision-Making
Introduction
Intrinsic and Extrinsic Religiosity and Their Impact On Value-Expressive and Social-Adjustive Attitude Functions
Religiosity and the Impact of Firm Ethicality On Purchase Decisions
Religiosity and Social Media Usage Leading to Purchase Decisions
Religiosity and Minimalistic Consumption Leading to Well-Being and Satisfaction
Conclusion
References
3 Consumers’ Doubts and Marketers’ Dilemmas: Navigating the Cross-Currents of Religious Taboos in Consumer Behaviour
Introduction
Taboos and Social Behaviour
Interplay of Taboos and Consumer Behaviour
Taboos Vis-À-Vis Advertising and Consumer Behaviour
Cases in Point
Conclusion
References
4 Theorizing On Religiosity and Frugal Buying Behavior: A Literature Review
Introduction
Significance of the Study
Research Methodology
Conceptual Framework and Hypothesis
Religious Affiliation
Religiosity
Frugal Buying Behavior
Research Model
Implications
Managerial
Theoretical
Conclusion
References
5 Awakening the Might of Heaven: Contextualization of Religious Values, Social Identity, and Purchase Intention in Selected Nations
Introduction
Religious Values in the Twenty-First Century
The Modern Consumer and Social Identity
Can Religion Shape Purchase Intention
Religious Practices and Consumer Attitudes in Selected Regions
Hinduism and Yoga
Muslim and Halal
Christianity and Consumerism
Theoretical and Managerial Implications
Conclusion
References
6 Religion, Culture, Ethnicity and Consumption
Introduction
The Concept of Religion in the Consumer Society
Influence of Religion On Consumption
The Interaction of Religion, Culture and Ethnicity in Consumption
Implications for Marketers
Future Research Directions
Summary
Acknowledgements
References
7 Religion Across Cultures/subcultures and Consumer Behavior
Introduction
What Is Religion?
Religious Affiliation Vs. Religiosity
Religion, Cultures, and Consumer Behavior
Implications
Conclusion
References
8 Can Religious Conflicts Impact Religious Consumption Choices?: A Game-Theoretic Approach
Introduction
Literature Review
Ayodhya Case: the Longest Political, Legal and Religious Battle
Application of Game Theory in Ayodhya Conflict
The Model: Game Theoretic Approach to Ayodhya Verdict
Equal Valuation of Offered and Contested Land: the Benchmark Case
Different Valuation of Offered and Contested Land: Bayesian Game
Effect of Ayodhya Verdict On Consumer Behaviour: Discussion
Definition
Conclusion
Ethical Consideration
Acknowledgement
Notes
References
9 The Emergence of Consumer Spirituality With an Increase of Religiosity Influencing Their Purchase Intention Amidst Covid-19
Introduction
Literature Review
Religiosity
Consumer Spirituality
Purchase Intention
Methodology
Conceptual Model
Hypotheses
Sampling and Data Collection
Research Instrument
Reliability and Validity Measures
Item Loading Values
Reliability Measures
Validity Measures
Discriminant Validity Measures
Data Analysis
Analysis and Results
Testing of H1
Testing of H2
Testing of H3
Testing of H4
Discussion
Contribution of the Present Study
Conclusion
References
10 An Empirical Investigation of Impact of Religion and Cultural Values On Sustainable Consumption
Introduction
Conceptual Framework
Sustainable Consumption (SC)
Religion
Cultural Values (CV)
Hypotheses Development
Religion and Cultural Values
Religion and Sustainable Consumption
Cultural Values and Sustainable Consumption
Theoretical Model
Methodology
Variables and Measurement Scales
Data Collection
Method
Empirical Analysis
Assessment of Measurement Models
Assessment of the Structural Model
Discussion and Implications
Theoretical Implications
Practical Implication
Conclusion
References
11 A Conceptual Debate On Why Religious Consumers Engage in Ethical/unethical Behavior: The Role of Moral Disengagement
Introduction
Theoretical Background
Literature Review
Consumer Ethics
Moral Disengagement
Religiosity
Conceptual Model and Propositions
Religiosity and Moral Disengagement
Moral Disengagement and Consumer Ethical Beliefs
Discussion
Implications
Conclusion
References
12 Impact of Religion On Food Consumption in India
Introduction
Review of Literature
Food Consumption and Vegetarianism
Hinduism and Food Consumption
Islam and Food Consumption
Christianity and Food Consumption
Buddhism and Food Consumption
Jainism and Food Consumption
Food Consumption and Festivity
Research Design
Results and Discussion
Part 1
Part 2
Findings and Policy Implications
Conclusion
References
13 Halal as a Religious Cult and Its Impact On Consumption and Livelihood
Opening Case
Introduction- the Concept of Halal
Halal as a Quasi-Religious Cult
Evolution of Halal Economy
Effect On Consumption Across Different Industrial Sectors
Banking and Halalonomics
Halal and Food Consumption Behavior
Halal and Travel Consumption Behavior
Halal and Fashion Consumption Behavior
Halal and Media
Halal and Cosmetics
Halal and Pharmaceuticals
Challenges: Creation of a Skewed Employment Market
Conclusion
References
Index