ABSTRACT
This chapter analyzes the existing knowledge gap by synthesising the literature to uncover how faith/religion or religiosity impacts on the behaviours of young consumers. Religion is one factor that influences consumer decision-making behaviour and the way individuals interact with other consumers within society. Religion influences different human behaviour such as high-involvement purchasing behaviour, shopping behaviour and consumer switching behaviour. Although the literature provides evidence of the impact of religion on consumer behaviour in general, little is dedicated to how religion influences young consumers' behaviour. The more religiously involved individuals are, irrespective of religion or faith, the more the predisposition they have to portray behaviours that influence decisions when choosing food, clothing and schooling for their children. Policies aimed at regulating consumption of certain products such as food, clothing and education in certain countries should acknowledge that some issues of faith and religion are part and parcel of human life and must be recognised at all times.
