Impact of faith on food marketing and consumer behaviour: a review

Abstract

PurposeThe aim of this manuscript is to study the current scientific literature on food marketing and religion, by giving an overview of current knowledge and the possible future research opportunities once found the gaps.Design/methodology/approachThis a classic literature review carried on by considering marketing, consumer behaviour and management journals as well as religion-focused ones.FindingsCurrent literature highlights how faith impacts on food marketing and religious consumers choices (and not only). Most of the papers focus on Islam. Considering the globalised economy, the authors’ findings highlight also the relevance of religious certifications for less/not religious people, because of certified food is considered safe and healthy.Originality/valueThe paper joins and reviews two research fields whose connection is growing, so it is relevant to know the current status of scientific literature, which is updated compared to recent literature.

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