Spirituality and religiosity at the junction of consumerism: Exploring Consumer Preference for Spiritual Brands

Abstract

This paper extends the growing research on the influence of religion and spiritualism on consumer behavior by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of FMCG (Fast Moving Consumer Goods) brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research.