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

"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"-- Provided by publisher 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