The Constructs Mediating Religions' Influence On Buyers And Consumers
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This paper reviews the factors of religion that appear to influence buyer and consumer behaviour based on the findings from Marketing and Religious Psychology. Five factors of religious influence have been identified. These factor are religious commitment, the motivation one takes toward religion, religious affiliation, knowledge about the religion, and the awareness of the social consequences of following a religion. The characteristics, importance, and applications of these factors are discussed.