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Religiosity and consumer behavior: a summarizing review

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This article is a summarizing review on religiosity and consumer behavior. Review findings from marketing literature indicate that religiosity influences consumer outcomes like materialism, intolerance, ethics, and risk aversion. It also impacts consumer attitude toward religious products and economic shopping behavior. A conceptual framework is presented to depict how certain dimensions of religion can explain the psychological mechanisms underlying these effects. Specifically, we propose prayer (religious rituals), religious exclusivism and divine retribution (religious beliefs), frugality (religious values) and religious community involvement and religious identity (religious community) as possible antecedents that drive the previously established differences in consumer behavior. For each of these antecedents, we offer definitions and integrate research findings from psychology, religion and marketing to build testable propositions. This essay complements preceding work and at the same time expands and broadens it by developing theory regarding the causal linkages between religiosity and consumer outcomes.

Keywords: Religiosity; consumer psychology; religious beliefs; religious community; religious values; rituals

Document Type: Research Article

Affiliations: Indian Institute of Management Calcutta, Kolkata, West Bengal, India

Publication date: January 1, 2019

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  • The Journal of Management, Spirituality & Religion (JMSR) now in its twenty first year, is the leading journal in this subfield of scholarship, housing the largest collection of academic work relevant to the disciplines of business, management and organization, religious studies and practical theology as well as the social sciences more generally. A truly interdisciplinary bridge journal, JMSR is highly ranked, listed in four categories byScopus at the 98th percentile (Scopus 2023); third out of 334 journals by Clarivate (Clarivate 2023, Journal Citation Indicator) and at 0.884 impact by Cabells (out of a maximum of 1.00). JMSR will continue to serve these communities and related scholarly domains as the prime forum for disseminating empirical data, developing theory, reporting best practice, and for the exchange of ideas and debate.
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