Religion and Consumer Behaviour in Developing Nations

Examining how religion influences the dynamics of consumption in developing nations, this book illuminates the strategic placement of these nations on the global marketing stage both in terms of their current economic outlook and potential for growth. Expert contributors highlight the individual aspects of religion that influence consumers, from perception of the self and motivations to personality and attitude. Discussing consumers’ religiosity and consumption in a range of cultural and social settings, taking social class, sub-cultures and values into consideration, the contributors analyse how these factors interrelate to shape family and societal consumption issues. Chapters also explore the ethical issues related to consumption and religion as well as the place of religion in branding and brand culture in developing nations. Taking a broad approach, the book draws on examples of practices from religions including Christianity, Islam, Hinduism, Buddhism, Judaism, Sikhism, Atheism, and African Traditional Religions. This book will be a valuable resource for scholars and students of marketing, consumer behaviour and economic psychology. Its insights into consumption practices in religious contexts will also be beneficial for business managers and policy makers.

About the Author :
Edited by Ayantunji Gbadamosi, Senior Lecturer, Royal Docks School of Business and Law, University of East London, UK and Ayodele Christopher Oniku, Senior Lecturer, Department of Business Administration, University of Lagos, Nigeria

Review :
'This book captures the contemporary importance of religion, its nuances and more importantly its values that influence and impact consumers' decisions, along with understanding the role of digital enhancements from a developing nation's perspective.' 'The lives of the majority of people in developing nations have been circumscribed by their belief systems. The things that they do or do not do; the jobs they accept or do not accept, and the things that they buy or do not buy have all been dictated by what they believe or do not believe. Thus, a book that shines light on consumer behaviour and the belief systems in developing nations performs a useful service not only to marketers, but also to employers, researchers, policy makers, and politicians. To this end, Religion and Consumer Behaviour in Developing Nations is unparalleled in its contribution.'