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How does religion matter in the marketplace for minority settings? The case of Muslim consumers in France

Author

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  • Jamel Khenfer

    () (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université)

  • Elyette Roux

    () (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université)

Abstract

This article proposes to go beyond the view of consumer religiosity as a stable characteristic. Rather, focusing on minority cultural settings, this research presents religiosity as a mobilized resource or a constraint the consumer faces in purchasing environments. The context preceding the situation as well as the marketplace are identified as the causes of the contextualized impact of religiosity in consumer decision making. The objective of this research is to explore this phenomenon in order to identify the factors intervening in the process.

Suggested Citation

  • Jamel Khenfer & Elyette Roux, 2012. "How does religion matter in the marketplace for minority settings? The case of Muslim consumers in France," Post-Print halshs-00743900, HAL.
  • Handle: RePEc:hal:journl:halshs-00743900
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00743900
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    File URL: https://halshs.archives-ouvertes.fr/halshs-00743900/document
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    References listed on IDEAS

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    1. McCracken, Grant, 1986. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Oxford University Press, vol. 13(1), pages 71-84, June.
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    Keywords

    consumer behavior; minority cultural setting; religion; religiosity; Consumer Culture Theory;

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