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Religion and consumer behaviour in developing nations: a look into the future

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Fourali, Chahid and Gbadamosi, Ayantunji (2021) Religion and consumer behaviour in developing nations: a look into the future. In: Religion and Consumer Behaviour in Developing Nations. Edward Elgar Publishing, pp. 199-226. ISBN 9781839101021

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Abstract

This is a conceptual chapter which sets out to critically review and integrate the themes covered throughout this book but also develop its own arguments about the urgency for marketers to advance their understanding and tools that help them identify religious needs in order to serve them profitably. In this process, the chapter reviews the link between ethics and business vis-à-vis the religious factor in the context of broader consumer behaviours, and critically determines the way forward. Specifically, the chapter undertakes the following:

1. Critically review the themes developed throughout the chapters of this book.
2. Explore some key religious perspectives to business and common dimensions derived through moral values.
3. Critically review the key factors influencing consumer behaviour derived from several models of consumer behaviour and link them to the religious perspective.
4. Finally, review the themes for the future of consumer behavioural research work.

This chapter will take a broader perspective to address these objectives in that the developed arguments apply throughout ‘developing’ or ‘developed’ nations. Nevertheless, the specific focus of this book to make distinct contribution to the literature by highlighting the discourse vis-à-vis developing nations remains uncompromised, and is robustly addressed.

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