ABSTRACT
Religion is a relatively understudied, underdeveloped, and underresearched area in consumer behavior that necessitates more focus and attention, because it is highly influential, important, and intrinsic in understanding how and under which religious conditions and beliefs, consumers purchase products and services. This chapter explores, investigates, and sheds light on how religious beliefs shape consumer perspectives on decision-making and willingness to purchase. It focuses on current and germane topics that are important for firms in targeting religious consumers and advances the literature by addressing critical topics, such as the role of ethical behavior by firms in influencing purchase decisions, how religious consumers react when firms face product-harm crisis, service crises, or brand transgressions and how religiosity drives minimalistic consumption in making purchase decisions to improve well-being and the quality of life. The chapter endeavors to explain and elucidate the following first, the role of social media and influencer marketing in transforming the way in which firms communicate with consumers.
