The growing popularity of spiritual brands: What drives purchase intent?

Deepak Sardana, Erin Cavusgil and Narain Gupta

International Business Review, 2021, vol. 30, issue 4

Abstract: In this study, we investigate the reason for the growing popularity of FMCG (Fast Moving Consumer Goods) household products branded, promoted and sold in India by local spiritual leaders. We find that religiosity and normative community pressure are important purchase drivers for such products. Surprisingly, pragmatism in the presence of normative pressure also contributes to demand. We argue that self-identity theory provides a contextualized explanation in association with social identity theory to explain the influence of normative pressure on increased demand. The results of the study suggest that integrating social and self-identity theories provides a fuller insight into consumer behaviour in a complex social context.

Keywords: Self-identity theory; Social identity theory; Consumer behaviour; Purchase intention; India; Quantitative research; Marketing; FMCG products; Religiosity; Pragmatism (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:iburev:v:30:y:2021:i:4:s0969593120301268

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DOI: 10.1016/j.ibusrev.2020.101777

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