How does religion matter in the marketplace for minority settings? The case of Muslim consumers in France

Jamel Khenfer () and Elyette Roux ()
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Jamel Khenfer: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Elyette Roux: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This article proposes to go beyond the view of consumer religiosity as a stable characteristic. Rather, focusing on minority cultural settings, this research presents religiosity as a mobilized resource or a constraint the consumer faces in purchasing environments. The context preceding the situation as well as the marketplace are identified as the causes of the contextualized impact of religiosity in consumer decision making. The objective of this research is to explore this phenomenon in order to identify the factors intervening in the process.

Keywords: minority cultural setting; religion; religiosity; Consumer Culture Theory; consumer behavior (search for similar items in EconPapers)
Date: 2012-05-22
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00743900v1
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Citations: View citations in EconPapers (1)

Published in EMAC 42nd Conference, May 2012, Lisbonne, Portugal. pp.1-7

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