1st Edition

Religion and Consumer Behaviour Influence of Religiosity and Culture on Consumption

Edited By Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer Copyright 2023
    270 Pages 28 B/W Illustrations
    by Routledge

    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.

    List of Figures

    List of Tables


    1. Sustainability & Religion: Consumption Insights from a Western vs. Eastern Comparison

    Elizabeth Minton

    2. The Impact of Religion on Consumer Decision-Making

    Aniruddha Pangarkar

    3. Consumers’ Doubts and Marketers’ Dilemmas: Navigating the Cross-Currents of Religious Taboos in Consumer Behaviour

    Sachin Sinha, Deepti Sinha and Pradeepta Kumar Sarangi

    4. Theorizing on Religiosity and Frugal Buying Behavior: A Literature Review

    Satinder Kumar, Anisha Puri, Supreet Kaur and Meenal Sharma Jagtap

    5. Awakening the Might of Heaven: Contextualization of religious values, social identity, and purchase intention in selected nations

    Vineet Gupta, Garima Madaan Dua and Pravin Jadhav

    6. Religion, Culture, Ethnicity and Consumption

    Sumir Mathur

    7. Religion across Cultures/Subcultures and Consumer Behavior

    Doha Saleh Al Mutawa

    8. Can religious conflicts Impact Religious Consumption Choices? A Game-theoretic Approach

    Ripudaman Bhardwaj and Oindrila Dey

    9. The Emergence of Consumer Spirituality with an Increase of Religiosity Influencing their Purchase Intention amidst Covid-19

    Pushkar Dubey, Kailash Kumar Sahu and Parul Dubey

    10. An Empirical Investigation of Impact of Religion and Cultural Values on Sustainable Consumption

    Harsandaldeep Kaur, Manpreet Kaur and Pranika Sharma

    11. A conceptual debate on why religious consumers engage in ethical/unethical behavior: The role of moral disengagement

    Syed Masroor Hassan, Zillur Rahman and Jamid Ul Islam

    12. Impact of Religion on Food Consumption in India

    Pallavi Sood and Sandhir Sharma

    13. Halal as a Religious cult and its impact on consumption and livelihood

    Pankaj Dhaundiyal and Ila Mehrotra Anand



    Gaurav Gupta is currently Assistant Professor in Marketing at Amity University, Uttar Pradesh, India. He earned his Doctorate and Masters in Business Administration degree with a concentration in Marketing from Punjabi University, Patiala. He also studied marketing at the prestigious Wilkes University, Pennsylvania, USA, and is a recipient of Erasmus+, IIM-Bangalore Fellowship(s).

    Mandakini Paruthi is currently Assistant Professor in Marketing at School of Management, Chaitanya Bharathi Institute of Technology, Gandipet, Hyderabad. She earned her Doctorate and Masters in Business Administration degree with a specialization in Marketing from Guru Nanak Dev University, Amritsar, Punjab, and Lovely Professional University, Punjab respectively. She is a recipient of Junior Research Fellowship grant from University Grants Commission and has also cleared National Eligibility Test (NET).

    Shivinder Nijjer, PhD in HRM analytics, is currently serving as Professor of Practice in Business Analytics at Chitkara University, Punjab, India. She has authored books and research articles with eminent publication groups like Taylor & Francis, Emerald, and Springer, among others. She is supervising four doctoral research candidates and has filed numerous utility patents with Indian Patent Office.

    "Religion and Consumer Behavior is a timely, informative and insightful read for anyone who wants to know more about the topics of religion and consumer behavior. Written by academics and professionals with years of experience in the fields, this book will help you better understand these topics for a better life."

    Prof (Dr) Ajay Rana, Director General, Amity University, Greater Noida Campus, Uttar Pradesh, India

    "It is well edited and must-read book for anyone who wants to understand the linkage between religion and consumer behavior. In apprehending the challenge, this book explores the in-depth analysis of the influence of religion on consumer behaviour. The main themes include the dark side of religion and consumer behaviour, ethics, consumption and religion, religion and stages of consumer decision-making, and religious and consumption practices from different regions. It is an essential reading for scholars, academicians, and practitioners looking for insights into religion and consumer behaviour."

    Dr. Bikramjit Rishi, Professor (Marketing), Shiv Nadar Institution of Eminence (SNIoE) (Deemed to be University), Delhi – NCR