ABSTRACT
Religion is an important cultural factor that has a direct impact on everyday human behavior and related identity constructions. The subject of religion has widely attracted the attention of consumer researchers in exploring the interaction between religion and consumption behavior, including understanding the influence of religion on consumer choices, attitude, loyalty, and lifestyle.
The aim of this chapter is to address the importance of understanding religion from a practical perspective. It specifically unravels the difference between religious affiliation and religiosity, in an attempt to show how religiosity is a more accurate predictor of consumer behavior. Briefly, while religious affiliation relates to individuals’ membership with a religious group, religiosity refers to individuals’ degree of religious involvement. Examining individuals’ consumption behavior based on their religiosity reveals the existence of several religious subcultures. Identifying, segmenting, and targeting religious subcultures carries important implications for both marketers and practitioners. It enables businesses to communicate with their target audience more effectively by avoiding standardization strategies based on religious affiliation.
Relatedly, this chapter also highlights the importance of recognizing that religions and their associated religious subcultures are globally dispersed rather than located in a specific culture. Cross-cultural and subcultural differences in practicing religion affect consumer purchase behavior of global brands. To facilitate their success and minimize any potential risk, businesses must critically examine the cultural environments of their planned locations, including understanding the target market as well as analyzing their wants/needs through intensive market research.
