“…First, until recently, the academy was less interested in religion as a consumption field, even though research acknowledged the influence of religiosity and religious themes on consumer behavior in the marketplace (Engelland, 2014; Muniz Jr and Schau, 2005). There has, however, been a recent and growing interest in the consumption of spirituality (Husemann and Eckhardt, 2019) and the marketing of religion (Carrette et al, 2005). These studies, however, focus on the blurred lines between the sacred and the profane (O’Guinn and Belk, 1989), increasing marketization of religion (McAlexander et al, 2014), the emerging marketplaces of spirituality (Rinallo et al, 2013), and the practices and value of consuming religion and spirituality (Appau et al, 2020).…”