“…With the recent rise in the power of the emerging economies, there is growing interest in the ongoing socio‐economic changes in their societies (e.g., Cavusgil, Ghauri, & Akcal, ; Meyer & Peng, ; Sharma, ). Marketing researchers in particular, are now paying attention to the impact of social contexts and norms, such as materialism (Sharma, ; Yang & Stening, ), pragmatism (Yang & Stening, ) as well as religiosity and spirituality (Arli, Cherrier, & Tjiptono, ; Casidy, Phau, & Lwin, ; El‐Bassiouny, ; Jamal & Sharifuddin, ) on consumer choices and behaviours (Abela, ; Izberk‐Bilgin, ; Mathras, Cohen, Mandel, & Mick, ; McAlexander, Dufault, Martin, & Schouten, ). This study seeks to contribute to the growing body of knowledge on the subject by focusing on the Indian context; a place wherein religion and spirituality play a significant role in influencing norms, behaviours and actions in society.…”