INFLUENCE OF RELIGION ON SHOPPING BEHAVIOUR OF CONSUMERS-AN EXPLORATORY STUDY

Abstract

Past literature consistently revealed that culture plays an important role in the formation of consumer behaviour. Religion, being inseparable part of a culture, would also influence the behaviour of consumers in similar manners which are rarely being investigated in consumer behaviour field need to be explored. The objective of this paper is to explore whether religion influences shopping behaviour. For the purpose, exploratory research is used to explore the link between religion and shopping behaviour by reviewing the literature. Research indicate that shopping behaviour of people differs across different religious group affiliation and degree of faith manifested. It is also found that religious impact on consumption also differs across various product categories and culture. It is investigated that most of the research on religious influence on shopping behaviour was under taken on western setting.