Religion and Consumer Behaviour : Influence of Religiosity and Culture on Consumption book cover
1st Edition

Religion and Consumer Behaviour
Influence of Religiosity and Culture on Consumption

  • Available for pre-order on January 30, 2023. Item will ship after February 20, 2023
ISBN 9781032265001
February 20, 2023 Forthcoming by Routledge
256 Pages 28 B/W Illustrations

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Book Description

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

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


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Gaurav Gupta is currently an Assistant Professor in Marketing at Christ University, 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 an Assistant Professor in Marketing at Chitkara University, Punjab, India. 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 a Professor of Practice in Business Analytics at Chitkara University, Punjab, India. She has authored books and research articles with eminent publication groups like Taylor and Francis, Emerald, Springer among others. She is supervising four doctoral research candidates and has filed numerous utility patents with Indian Patent Office.