Religion and Consumer Attitude

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Author(s): Pretty Bhalla (Lovely Professional University, India), Shikha Goyal (Lovely Professional University, India)and Sayeed Zafar (University of Business and Technology, Saudi Arabia)
Copyright: 2023
Pages: 12
Source title: Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch011

Keywords: Business Science Reference / Customer Relationship Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

This chapter revolves around conceptual discussion on religion, culture, and consumer attitude already existing in literature and then how it has evolved and changed over time. This chapter further unfolds the cohesiveness of these three dimensions towards purchase intention of diversified range of products. It explains how business exploits the mind set of consumers by inculcating religious/cultural aspect to its product and promotion and how religious preaching set a boundary in the thought process of consumers for not adopting certain categories of products. Also, the role of religious beliefs in the decline of business or in increasing the market value of products or brands will be discussed with real illustrations. Overall, this chapter is about how religion impacts consumer attitude in adopting and consuming products along with the impact of innovation adoption on diminishing boundaries of religious practices.

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