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Religion in Consumer Behavior Research: A Systematic Literature Review

In: Eurasian Business and Economics Perspectives

Author

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  • Vytautė Šmakova

    (Kaunas University of Technology)

  • Žaneta Piligrimienė

    (Kaunas University of Technology)

Abstract

The aim of this paper is to systematically examine how religion is reflected in scholarly articles regarding consumer behavior research over the year 2010–2019. A total of 36 academic articles was content analyzed to show marketing scholars’ findings of religion as a moderating variable in consumer research. Three main groups were identified in which interest in religion increased significantly: Religion, Religiosity and Purchase Behavior, Religion and Consumer Ethics and Religion and Sustainable Consumption. Evidence suggests that religion, in most cases, influences consumption in specific contexts. Most of the articles analyzed on Religion, Religiosity and Purchase Behavior show an influence on the relationship between religion, religiosity, and purchasing behavior. The results of the analyzed articles on Religion and Consumer Ethics showed that the influential relationship between religion and consumer ethics is questionable. Most articles have revealed that religion has a dual effect on consumer ethics, depending on the internal and external religiosity of consumers. Most of the observed articles on Religion and Sustainable Consumption have shown that religion influences sustainable consumption. In general, religion and religiosity have been found to influence purchasing behavior as well as consumer ethics and sustainable consumption.

Suggested Citation

  • Vytautė Šmakova & Žaneta Piligrimienė, 2021. "Religion in Consumer Behavior Research: A Systematic Literature Review," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Gokhan Karabulut (ed.), Eurasian Business and Economics Perspectives, pages 179-191, Springer.
    • Handle: RePEc:spr:eurchp:978-3-030-85304-4_11
    DOI: 10.1007/978-3-030-85304-4_11
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