A critical overview of religion, culture and consumption in developing nations

Ayantunji Gbadamosi

Chapter 1 in Religion and Consumer Behaviour in Developing Nations, 2021, pp 1-24 from Edward Elgar Publishing

Abstract: Given the associated complexity, understanding consumer behavior is a herculean endeavor. This is connected to the fact that it is influenced by a myriad of factors which are also interconnected in a number of ways. Meanwhile, the role of culture and religion, among these key factors that underpin consumption are increasingly acknowledged. Hence, examining this robustly is considered essential towards extending our understanding of this phenomenon. Accordingly, this chapter provides a critical overview of this. It specifically, presents an overview of some of the common religions towards highlighting the associated beliefs. Showing this demonstrates the scale of diversity that characterized it. Moreover, driven by the need for focused contribution to the literature, the discourse on this important topic is specifically positioned to revolve around developing nations. Hence, the chapter underscores how religion and culture interplay to influence consumption in developing nations, and highlights the value of knowing this for effective marketing decisions.

Keywords: Business and Management; Development Studies; Economics and Finance (search for similar items in EconPapers)
Date: 2021
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