Religious Identity and Consumption

Abstract

Consumption choices assist in solving the problem of how to convey and recognize religious identities. In the communication of an identity, individuals use the knowledge embedded in consumption norms, which restrict the range of choices to a smaller set and abbreviate the required knowledge for encoding and decoding messages. Using this knowledge as a shared framework for understanding, individuals with religious beliefs can choose consumption items that would not only strengthen their beliefs but also help them express the intensity of their commitments to these beliefs. Because individuals and societies have different beliefs, norms, commitments, and expressive needs, consumption choice can help to express these differences. Our explanation contrasts with incentive-based approaches that view religious consumption norms as solutions to free-rider problem inherent in clubs. 1 Religious Identity and Consumption LANSE MINKLER AND METIN M. CO! ! ! !GEL * The University of ConnecticutAbstract: Consumption choices assist in solving the problem of how to convey and recognize religious identities. In the communication of an identity, individuals use the knowledge embedded in consumption norms, which restrict the range of choices to a smaller set and abbreviate the required knowledge for encoding and decoding messages. Using this knowledge as a shared framework for understanding, individuals with religious beliefs can choose consumption items that would not only strengthen their beliefs but also help them express the intensity of their commitments to these beliefs. Because individuals and societies have different beliefs, norms, commitments, and expressive needs, consumption choice can help to express these differences. Our explanation contrasts with incentive-based approaches that view religious consumption norms as solutions to free-rider problem inherent in clubs.

ἐμπάθɛια (Empatheia) and Caritas: The Role of Religion in Fair Trade Consumption

“…There is a glut of information in extant literature examining how religion influences many facets of life: values (Delener, 1994;Fam et al, 2004), selfidentity (Cosgel and Minkler, 2004), lifestyle choices (Fam et al, 2004;Vieten et al, 2006), group membership (Bearden and Etzel, 1982), relationships (Reynolds, 2008), concern for the ''other'' (Arnould et al, 2009;Cornwell et al, 2005;Delener, 1994;Martin et al, 2007), and culture (Delener, 1994) to name but a few. Determining the connection between religion and economic exchanges is not new either (Peifer, 2008).…”

Boycotting for Sabbath: religious consumerism as a political strategy

“…Religion provides its followers with a coherent and stable set of norms and values that underscore their identity, and individuals with religious beliefs can use consumption to express their commitment to religion. 29 Religious values and norms often clash with hedonistic consumer culture as the market economy frees itself from earlier constraints, religious arrangements among them, in favour of rules of demand and supply. Shopping, noted Benjamin Barber in his study of globalization, 'has little tolerance for blue laws, whether dictated by pub-closing British paternalism, Sabbath-observing Jewish Orthodox, or no-Sunday liquor-sale Massachusetts Puritanism'.…”

“…They provide a shared frame of reference and a common ground for communication. 27 This could affect individuals 'positively' by directing them to certain commodities or 'negatively' by prohibiting others. Religions often promote a framework of ethics that influences consumption.…”

Buying behaviour and symbolic consumption of food and alcoholic beverages among people with religious affiliations in Bogota, Colombia

“…Furthermore, religion is a phenomenon that must be considered by researchers in the social and economic sciences since 84% of the world population reports being affiliated with a specific religion (Pew Research Center, ). Studying the influence of religion is important because in many cases, consumers may be showing their values and beliefs to others through brand choices in different product categories (Coşgel & Minkler, ). Also, it has been found that religion is a factor that helps explain consumers’ buying behaviours and their reaction to different advertising messages (Fam, Waller, & Erdogan, ; Muhamad & Mizerski, ).…”