Exploring the Influence of Religion on Consumer Behav-

ior: A Comprehensive Review

Shakshi Dewan1 [0000-0003-3043-5937] and Jaheer Mukthar K.P 1[0000-0002-7888-0242]
2
Kristu Jayanti College Autonomous, Bengaluru, India
22meco13@kristujayanti.com
l

Abstract. This article is a synopsis of research on religion and consumer behav-

iour. This article could be a summarizing survey on religiosity and shopper
behaviour. Audit discoveries from showcasing writing show that religiosity
impacts buyer results like realism, bigotry, morals, and hazard abhorrence. It
moreover impacts shopper state of mind toward devout items and financial
shopping behaviour. A conceptual system is displayed to delineate how certain
measurements of religion can clarify the mental instruments basic these im-
pacts. Particularly, we propose supplication (devout ceremonies), devout exclu-
sivism and divine reprisal (devout convictions), cheapness (devout values) and
devout community association and devout personality (devout community) as
conceivable forerunners that drive the already built-up contrasts in buyer behav-
ior. For each of these predecessors, we offer definitions and coordinated investi-
gate discoveries from brain research, religion and showcasing to construct
testable suggestions. This paper complements going before work and at the
same time extends and broadens it by creating hypothesis with respect to the
causal linkages between religiosity and customer results. To this conclusion we
expand the standard show of social cooperation by hypothesizing that devout
convictions and religiosity shape inclinations. In doing so, we distinguish two
idle characteristics through which religiosity influences social utilization. A
common religiosity figure which stands out for the useful viewpoints of reli-
gion, through which people construct and upgrade social relations and the hav-
ing a place to a particular bunch. A quality connected to the escalated of convic-
tions and which shows itself on an individual's degree of connection to religion.
we discover prove of religiosity imperceptibly influencing prevalent shapes of
social utilization. Output, create employment opportunities and improve global
competitiveness.

Keywords: Religiosity, Consumer behavior, Ramadan, Al Hajj, Easter, Xmas

Introduction
The goal of creating a company operation is to generate gain. Each business's main
goal is to maximise profits, each and every initiatives are concentrated to that direc-
tion. Businesses earn income by selling goods and services to customers. As a result,
having a huge sales volume would result in large revenues for a firm. Demand de -
termines how many products and amenities firm will sell. If there is a strong con -
2

sumer appetite for an item, there is a rise in sales, which leads to financial expansion.
It suggests a clear connection among consumer behaviour and the market. It is essen-
tial to keep in mind that demand is significantly influenced by customer behaviour.

Consumer behaviour, as per “Holt (2002)”, implies how people purchase a lot of
products. It is influenced by a variety of elements, including cultural, seasonal, and
price levels, amongst many more. Here, culture is a representation of people’s beliefs.
Religious ideology is considered as 1 of the significant concepts of civilization. The
word "religion" refers to a well-defined collection of ideas, values, and practises that
serve like a sense of morality or a guide for conduct. Ethics, ideologies, and ideas that
influence people's preferences and choices are transmitted by religious organisations
and communities. “(Mansoori, 2012)” asserts that religions affect an individual’s
views, identities, and morals in a severe manner. It influences decision making, this
has an effect on consumer behaviour.

Several religions concepts and ideas may command customers to participate in more
specific purchasing behaviours (Essoo and Dibb 2004). Some substances can addi-
tionally be prohibited by religious principles such as products and offerings. In these
case, religions, thru the preaching or beliefs, influences the growth of certain mind-
sets about products. Religious events, celebrations, and festivals have an impact on
consumer behaviour. These initiatives affect the purchasing preferences of certain
items or amenities “(Mansori, 2007)”. Further, human’s choices keep moving
throughout the period. Hence, religions have an effect on customer via influencing
people's expenditure. Hence, religions have an effect on customer behaviour via influ-
encing their purchasing choices.

Methodology

This study did a literary evaluation on scholarly articles upon the issue to determine
how religion influences consumer behaviour. The study that was taken into considera-
tion in this situation addressed topics like purchase behaviour, religions, as well as the
relationship between religious practice and customer behaviour. “(Foster, R.J.,2007)”
The results in this study report were based on the data from some of these investiga-
tions.

Religions have a bearing on people's decisions, as was already noted. So, it influences
the goods that religious people would purchase and the celebration as well as seasons
“(Holt, 2002)”. This is crucial to keep in mind that not every items are respected by
all faiths. It is due to the fact that numerous religious concepts have different types of
beliefs, preachings, and ideas. Also, these products which will be appropriate for such
particular event will be determined by different festivities. “Easter” as well as Xmas
are such significant religious festive in “Christianity”. On the contrary, auspicious
occasion among “Muslims” such as “Ramada”, the Pilgrimage, and “Eid al Fitr” are
marked by religious rules that specify what might be acceptable among people of faith
and what ought to be shunned.
 3

1. How Religions Influences Consumer Season’s Needs:

There are several times in a single year for each of the religions examined in this re -
search, namely “Islam” and “Christianity”. In contrast to “Muslims”, which celebrates
“Ramadan” and “Eid”, “Christians” prioritises “Easters” and Xmas. Customer prefer-
ences change throughout these times which is influenced by ‘religious’ “beliefs” and
customs (“Bailey” and “Sood”, “1993”). “The consumption patterns of followers of
various religions thus show seasonal change”. “(Yousuf Daas, )” Here is a discussion
of a few religious factors that affect customer behaviour seasonally.

a) Christmas and consumer spending:

“Christmas” commemorates the “Christ” child's birth for Believers. It is believed that
he is the divine son born in order to protect and restore “mankind” from its evil do-
ings. Each year on “December” “25th”, the event is observed for 2 days. Throughout
these celebrations, the ones practising the “religion” feast and make festive because
they believe their Saviour had come to the earth. Christians nowadays gift to their
near and dear ones to express their gratitude. “Despite being a “Christian” celebration,
it happens at the close of the year according to the “Gregorian calendar ".”Because it
coincides when humans celebrate their final festivals, even “non-Christians” celeb-
rate”. “The fact that the presents are viewed as symbols of affection emphasises its
significance”. Those gifts foster close relationships between the donor and the recipi-
ent. As a result, everyone makes an effort to get a gift for their beloved. Based on the
recipients' tastes and connections, different presents are given. Garments, sweets, and
beverages, as well as devices like cell phones, are the gifts that are given most fre -
quently. The preference is for personalised things, even though they might cost a for -
tune. Due to this, there is a significant rise in purchasing in the final month of each
year, which significantly boosts sales. Most retailers show a rise in these goods'
consumption. “Christmas” has a tremendous influence on global economy despite
being observed in European societies and those with a “Christian” majority. The na-
tions that celebrate “Christmas” consume more goods, thus benefits the world trade.

Apparel retailers in the UK recorded higher sales of clothes and shoes in Christmas
“(Statista, 2018)”. As demonstrated beneath, the annual unit sales in Dec. were no -
ticeably higher than it was in previous months of the year. This is because “Christi -
ans” are much more prone to purchase around this time. People purchase clothing and
footwear and gift it to loved ones and friends as gifts. This is one such examples of
how religion affects the market.

b) Religious Events and Product Consumption:

The occasions for each religion are given by the precepts of that religion. The con-
suming behaviour of devotees accord to the occasions. One example, Xmas for
4

“Christianity” is celebrated with festivities. Whenever it comes, people tend to con-

sume more than on other months. Expenditures for houses increases and food is
bought in large quantities at these times. Thanksgiving feasts feature a variety of
meals. It is seen during these times the prices increases. It is suggested that during-
festivals, individuals buy huge quantity of foods. As a result, in countries with high
Christian population, this holy event raises the need for food supplies. The behaviour
changes over Lent. Easter is indeed a time that commemorates “Jesus Christ's” cruci-
fixion. “Christians” pray and consider themselves during “Easters”. People repent for
their sins and try to live the life in accord to “The Holy Bible”. Believers forgo festiv-
ities throughout “Easters”, until the time of Resurrection. People fast as they want to
portray repentance and beg the Lord for salvation. They only eat minimal fraction of
meals as a consequence. The “Easter” season shows decrease in the sales of food .
Believers don’t exchange presents throughout this time,like in Xmas. The results
show that gift items and decorative stuff for celebrations sell poorly inthe market.
Because to its impact on global commerce, this has an impact on the economics of
both “Christian” as well as “non-Christian” countries.

“Ramadan” for “Muslims” has a comparable impact on consumption. During the

whole “ramadan” period meals are off limits. “Muslims” have a light “breakfast”
called "suhoor" as well as a meal in the evening called "iftar" (“Touzani” and
“Hirschman”). “Muslims” consider reading, the “Quran”,throughout the day. They
really aren't anticipated to have any meal. “Muslims” rather start to concentrate in
their spiritual and social lives. This is why, during the period known as “Ramadan”,
adherents of this faith lead simple lifestyles and fix their dietary habits.

c) Religious Influence on investing:

Investing-related consumer behaviour is also influenced by religion. Religious teach-

ings could be supportive or hostile to investing. Under this instance, religions have an
impact on how individuals see wealth. The share market is one aspect of finances that
academics have examined. The effects of “Ramadan” on the stock exchange in na-
tions where Islam population is high, were studied by “Al-Hajieh”, “Redhead”, and
“Rodgers” in 2011. The study was carried out in countries where Muslim consumers
controlled the marketplace, indicating that every one of the participants were probably
fasting throughout “Ramadan”. As seen in the picture below, their study's results sug-
gest that “Ramadan” had a favourable impact on market values.

With a rejuvenated faith, “Muslims” foster a bright atmosphere and pray for the fu-
ture. Fasting, meditation, and socializing allow “Muslims” to develop a sense of pess-
imistic life satisfaction “(Alderman et al., 2017)”.It makes most investors behave
pessimistically and patiently, influencing the decision in the stock market. This shows
that Islam is changing the manner in which people invest. Therefore, it influences
their attitudes towards the opportunities they can seize, which in turn will shape
“Muslims” behaviour in the stock market.
 5

Figure1. Stock returns during “Ramadan” compared to other months (“Al-Hajieh”,

“Redhead”, and “Rodgers”)

Additional investigation and examination of the data produced statistical information

that was sufficient to back up the claim how that months' stock prices and profits were
over average. Also, more stocks were exchanged throughout this period than those in
previous regular months. Additionally, there was reliable data confirming this state-
ment. It suggests that amid the month of “Ramadhan”, “Muslims” frequently make
share market investments, that improves share value. “Al-Hajieh”, “Redhead”, and
“Rodgers “(2011) highlighted in their research the existence of considerable share
market instability across all of the countries which were examined. It suggests that
throughout this holy event, there is a considerable fluctuation in the stock prices of
such nations. A societal synchrony result from this. “Synchronisation” suggests that
several members of a group share similar viewpoints or perspectives.

Positive feelings could be evoked as a result of the religious event when followers re-
establish their connection to the Almighty. Such feelings could influence how in-
vestors make investing decisions. “Al-Hajieh,” “Redhead”, and “Rodgers” “(2011)”
demonstrate that the inhabitants of the examined nations have a pleasant mood
throughout “Ramadan”. This resulted, in favourable effects on share markets and
trading volume. Investors typically have negative views of the long term while the
nation is feeling upbeat. Furthermore, they frequently express lower disapproval of
how well a certain company's value have performed. As a result, when investors are
more pessimistic, there is a rise in world trade. The “Islamic” teachings throughout
the month of “Ramadan” also exhort “Muslims” to conduct nice deeds for the others.
“Holy Quran” states that during “Ramadan”, individuals would acquire two times as
much in return for charitable acts as they would have ordinarily in other months. As a
result, as they anticipate seeing greater yields, this may motivate others to invest.
“Muslims” gain optimism for the tomorrow when they observe fasts and think about
the “Quran's” teachings. Because of the abundance of contact seen throughout “Ra-
madan”, many experience exhilaration and are gloomy. This influences their choice of
investing. This concludes that in this particular situation, religion influences how
humans’ function when it comes to investment.

d) religious impact on transportation:

The periodic impact of “religion” on spending trends also includes travel. Several
faithful occasions are regarded as vacations. Individuals from every corner of the
globe travel to either spend time with their loved ones or celebrate their “festivals”.
The 2 important “Christian” festivals that make people tour are “Easters” and “Christ-
mas”. In order to spend times with their family, people from metropolitan cities go to
their native land.. There is a lot of migration of people throughout the celebrations,
specifically in countries with “Christian” dominating population. “Christians”
throughout the globe travel long miles to meet their close friend and family. It thus
suggests there's a huge amount of mobility over the holiday period. The means of
transportation for these visits is determined by the distance. In addition, plane travel is
favoured when individuals are going across nations. Nonetheless, railways and
6

vehicles are utilised to transfer passengers from cities to the country or neighbouring
cities. That level of gasoline utilised throughout these occasions is huge as a result.
Research says that, within that instance, “Christian” behaviours raise demands for
transport systems. The costs associated with travelling around both holidays are rather
greater. The economy benefits as even more items pertaining to transportation are
bought. Hence, in this instance, religion has a seasonal effect on the use of transporta-
tion.

2. Religion's Influence on Customers behaviour:

Religion, as was previously said, consists of ethics, ideals, teachings, and concepts
that followers are expected to uphold. Due to which, the beliefs of the religion that a
person adopted greatly influence their attitudes and decisions. Their own decisions
and attitudes are influenced by one’s faith. This doctrine outlines those foods that
“Christians” could eat as well as those that are not permitted. Several essential meth-
ods that faith influences consumerism is covered in this area.

a) Boycott:

“Boycott”, as per “Al-Hyari” , “is when customers cease buying items from a specific
producer as a method to show their dissatisfaction". Such type of opposition includes
a large number of individuals and happens whenever a manufacturer defies public
expectations. There are rules and values in every religion that adherents anticipate
from the creators. Customers should be able to acquire goods that are consistent with
their ethics and ideals. In the absence of this congruence, customers quit utilising
those specific items. “Islam” gives “Muslims” certain expectations for the goods they
buy. Further, producers should exhibit specific characteristics consistent with this
faith's tenets. “Islamism” has taken part in a number of boycotts. If people believe that
some items contradict or defy “Islamic” principles and values, religious authorities
encourage their followers to refrain from using certain goods. “Saeed” and “Azmi”
“(2016)” discovered that Religion had a significant influence on customer decisions in
research that looked at the label shifting behaviour of “Muslim” customers.

Religious ideology frequently advises followers to steer clear of particular goods.

One example, “Islamic” countries in Asia banned goods from the “US” as well as
“Britain” during the “2003” “Iraq War”. Both nations participated in the invasion on
“Iraq”, which the “Muslim” rulers deemed to be against to the precepts of “Islam”
(Saeed and Azmi, 2016). “Muslims” within those nations stopped buying goods made
in the “United States” and the “United Kingdom”. The outcome, “American” busi-
nesses reported a 40% decline in revenues. One such instance included the “Dutch
lawmaker Wilder”, who made a movie that was perceived as offensive to “Muslims”
and their faith. Ex “Malaysian Prime Minister Muhammad” urged “Muslims” world-
wide to cease purchasing goods first from “Netherlands” in his remarks. Moreover,
caricatures depicting the “Prophet Muhammad” were released in a “Danish” “newspa-
per in 2005”. Islamic followers were angered, and protest were organised in numerous
“Muslim” nations. “Muslim” customers were exhorted by religious groups to avoid
“Danish goods” “(Al- Hyari et al., 2012)”. As a result, “Danish businesses” reported
 7

losing well over $1 million daily. Out of these situations, faith affected customer be-
haviour through its teachings and ideals. Many quit buying things because they felt
they went contrary to their morals and beliefs. Research demonstrates how religion
significantly influences how individuals purchase in the marketplace, which in turn
influences consumerism.

b) Clothing and Style:

Religious ideology may also influence shopping behaviour by dictating how worship-
pers should clothe. The world's many religions have prescriptions for what male and
female should dress like. The customer behaviour is guided by these tenets. Individu-
als who practise a certain ideology buy garments that are consistent with the prin-
ciples of that religion. People buy garments that are in keeping with their religious
teachings, as per the study by “Migdalis” et al. (2014) on the influence of religions on
buying behaviour. Hence, human views on fashion are influenced by their faith. Be-
lievers possess varied preferences for jewellery as well as cosmetics.

Meyer discovered that human 's opinions about styles and trends were influenced by
their faith in research on "pentecostalist attitudes regarding consumerism in modern
Ghana" (Meyer,) 1998. Throughout his research, “Pentecostals” in this country ex-
pressed scepticism against ostentatious things. Some little girl once was suspected of
having links to the “Miami Water souls” due to the clothing she chose. This testimony
was pointed to as consisting of the “heart-shaped pendant”, the “strawberry-shaped
earring”, and the “girdle with a butterfly-shaped latch”. In accordance with this faith,
the souls forced her to engage and invest lavishly on fancy and flirtatious objects. The
religious gurus claimed that these ornaments caused individuals to become dedicated
towards the “Miami Water souls”. Owning expensive jewellery denotes a desire for
wicked forces and a diversion from God. As a result, such products were prohibited
by religious teaching and were to be prevented. As a result, adherents of this religion
start to see jewellery and fashion negatively. People refuse to buy those products be-
cause they consider it to be improper and against their beliefs. Such situations, faith
offers a distinct mentality where adherents refrain from purchasing ostentatious ob-
jects. Even if it could be considered stylish, certain theological systems might forbid
it. When trendy jewellery is not desired, religion has an impact on customer buying.

c) Recreation:

“Entertainment” is another area of customer behaviour which is impacted by reli-

gions. This term "entertainment" describes the things that individuals do for enjoy-
ment. This is a crucial component of relaxation. Religions offers moral standards for
how members of societies should conduct themselves. Any events and recreation
types used ought to be consistent with the particular religious tenets, principles, and
belief. A significant source of amusement today is media. Unfortunately, in several
circumstances, the information offered to the public may not suit the distinct beliefs
of many religions of the globe. “As a result, several religious groups have created
their own media outlets to provide entertainment that is compatible with their beliefs”
“(Al-Hyari et al., 2012)”. “Christians” can watch entertainment programming that is
8

suitable for their faith on television networks like "Eternal Word Television Net-
work"(EWTN), for instance. The same is true for Islamic media outlets, like "Islamic
Television Networks". It is evident from this that religious belief influences custom-
ers decisions in entertainment as well. “Christians” shun types of leisure that are
deemed unsuitable because they go against their religion.

Conclusion

The impact of religion on customer behaviour and the economies as a whole was
examined in this article. Increasing desire for products and services among consumers
affects how well commercial organisations succeed economically. Reversely, hu-
man demand for products and services is influenced by their religious beliefs. Con-
sumption patterns describes how customers purchase certain goods from the markets.
Every community people shared ideals, ideologies, and principles are referred to as its
members' religions. These ideas and concepts, that are implemented by a religious’
body, have effect upon peoples’ choices & consuming behaviours. Religion has been
discovered to influence different seasons commodity demands, which is another
method of influencing consumer behaviour. There are special festivals and rituals
observed by adherents in religious communities. Consumption and expenditure are
changed during times of festive. Recently it has been observed that Believers' shop-
ping habits vary around Xmas and "Easter". Believers spend more money buying
throughout the Holiday season in order to buy presents for the loved ones.
"Muslim" spending patterns were also discovered to change throughout "Ramadan",
"Eid Al Fitr", as well as the "Hajj". Throughout "Ramadan" and "Eid al-Fitr", the
share market is discovered to deliver greater profits in Islam countries. It illustrates
how religious beliefs cause humans to modify their consumption habits throughout
the calendar. The influence of religion on human views about goods has also been
seen. It had a significant impact on how they consumed these kinds of goods. Thus,
religious ideology significantly influences customer behaviour, which has an impact
on commerce and economics.

References
1. Statista. (2018). The statistics portal. Retrieved April 18, 2018, from
https://www.statista.com/statistics/387753/retail-sales-volume-monthly-for-clothing-
footwear-textile-stores-great-britain-uk/
2. Mansori, S. (2012). Impact of religion affiliation and religiosity on consumer innovative-
ness; the evidence of Malaysia. World Applied Sciences Journal, 7 (3), 301-307.
3. Yousuf Daas, How religion affects consumer behaviour. Consumer attitudes and seasonal
demand for products.
4. Foster, R. J. (2007). The work of the new economy: Consumers, brands, and value cre-
ation. Cultural Anthropology, 22 (4), 707-731.
5. Alderman, J., Forsyth, J., & Walton, R. (2017). How Religious Beliefs Influence Financial
Decision-Making. Graziadio Business review, 20 (3).
 9

6. Bailey, J. M., & Sood, J. (1993). The effects of religious affiliation on consumer behavior:
A preliminary investigation. Journal of Managerial Issues, 328-352.
7. Essoo, N., & Dibb, S. (2004). Religious influences on shopping behaviour: An exploratory
study. Journal of Marketing Management, 20 (7-8), 683-712.
8. Migdalis, N. I., Tomlekova, N., Serdaris, P. K., & Yordanov, Y. G. (2014). The impact of
religion on shopping behavior. International Journal of Management Research and Re-
views, 4 (12), 1120.
9. Al-Hajieh, H., Redhead, K., & Rodgers, T. (2011). Investor sentiment and calendar anom-
aly effects: A case study of the impact of Ramadan on Islamic Middle Eastern markets.
Research in International Business and Finance, 25 (3), 345-356.