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

Increasing evidence underscores the importance of religion as a core influencing factor in consumption. This issues underpinning this such as ethics, morals, values, and beliefs that drive consumption have enduring influence on consumption of goods and services. Accordingly, a look into the future of this dynamics emphasizes huge possibilities for marketers in terms of how religion will continue to thrive in the marketing system. While this future relevance has a very wide scope, the specific importance in developing nations is noteworthy. This chapter systematically presents this contention. it emphasizes a pivotal position of developing countries in the global marketing system and stresses that religion will continue to play crucial role in how this evolves. The chapter shows this as the common thread that links ethics, brands, and technology both at the psychological and sociological echelons of consumption in the 21st century developing nations.