Ethics, religion and consumer behaviour in developing nations

The issue of religion is becoming strategic in marketing decisions because of the sensitive roles that it plays in consumers’ consumption patterns and behaviours. In many instances, religion tenets and doctrines prescribe not only what consumers buy but also how and when to use products, and on the part of producers it is important to recognise this in different markets to enjoy patronage and to achieve consumer loyalty and retention. To organisation, to what extent will religion doctrines and orientation influence on consumer behaviour in the face of a need to increase sales and make profit? And to organisation, the question of to what extent do ethical practices and core values recognise religion doctrines and orientation of consumers in order to remain acceptable is imminent. Thus, Allport-Ross I/E Scales that define religion orientation on scale of intrinsic and extrinsic orientation is employed in the study. The study objective is to create a balance between the influence of and disposition of consumers to religion orientation and organisations’ operationalisation and integration of religion orientation in business activities. The study outlines the factors that make consumers and producers alike to be ethical and unethical in the light of religion orientations.