Consuming the divine grace: circulations and ritual re-uses of votive materiality in pilgrimage spaces

Purpose To date, a few studies have examined the use and circulation of votive materiality in religious pilgrimages. However, to the best of the authors' knowledge, no study has explored the ritual reuse of votive materiality within pilgrimages. This paper aims to explore the (re)uses and circulations of votive materiality in the ritual process. Design/methodology/approach In the analysis, the authors adopt the cross-views of an anthropologist and a marketing researcher. Votive practices are examined through the anthropologist's past ethnographies. Audiovisual data play a central role in this analysis. Moreover, the authors choose a comparative perspective by focusing on two not famed pilgrimage arenas, each mobilising Muslim pilgrims and food offerings. Findings Revisiting the thoughts of Weber (1978) on the religious field and those of Kotler (2019) on transformational experiences, the authors propose a graphic schematisation to trace the circulations of votive materiality (sugar) involving four interdependent ideal-typical actors: the merchant, the priest, the mystical operator and the pilgrim-consumer who, in her/his quest for the divine, is the target for the first three. Either pilgrims or mystical operators can ritually reuse votive materiality. However, such reuses are not performed for ecological purposes, but for practical reasons, mainly due to an overabundance of votive materiality. Originality/value It is often believed that a votive object is only for single use, used only once, for a single request or thanksgiving, by a single person. But the authors show that once used, certain votive objects – as vehicles for grace – can be reused, revealing an unexpected ritual reuse.