Religious Influence on Consumer Behavior: Classification and Measurement

Kenneth R. Lord, Mercer University
Sanjay Putrevu, Bryant University
EXTENDED ABSTRACT - An overview of published writings on religion and consumption led to the identification of a few dimensions of religious influence on consumer behavior. At the grossest level of partitioning, religious influence on consumer behavior can be broken into positive (approach) and negative (avoidance). At a general level, such positive and negative influences may surround the very notion of the acquisition of material goods. Religion has also been associated with some distinct motivations leading to more specific consumption activities. Perhaps the most obvious and overt influences are those arising from particular dogmas or doctrines. A complex value structure, rooted at least partially in one’s religious orientation, may cast a net that takes in multiple consumption activities not specifically addressed by a church’s doctrinal teachings. In the pursuit of personal devotion, products from an array of religious orientations, not just one’s own, may yield satisfaction. Social influence on consumer behavior, deriving from both informational and normative motivations, may take on the added weight in a religious context.
[ to cite ]:
Kenneth R. Lord and Sanjay Putrevu (2005) ,"Religious Influence on Consumer Behavior: Classification and Measurement", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 651-652.