Abstract
Identifying the ‘religion-ethnicity-wellbeing’ nexus as an understudied topic in marketing and consumer behavior research, we propose three main trajectories for future research: Firstly, given the politics of religions, there is a need for studying societies that suffer from and are affected by religio-ethnic tensions and also different types of risks that threaten people’s wellbeing in such contexts. Secondly, future research should investigate how and why markets may generate and mediate religio-ethnic prejudices and antagonism that put society’s wellbeing at risk. Thirdly, with the upsurge of transcultural alternative religiosities/spiritualities, researchers should examine how through the processes of religious hybridization and hybrid consumption people change their existing consumption patterns and how alternative religiosities/spiritualities influence their sense of wellbeing, particularly in contexts where religious shifts are resisted.
Original language | English |
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Pages (from-to) | 287–295 |
Number of pages | 9 |
Journal | Marketing Theory |
Volume | 15 |
Issue number | 2 |
Early online date | 13 Oct 2014 |
DOIs | |
Publication status | Published - Jun 2015 |
Keywords
- religion
- ethnicity
- wellbeing
- cultural identity
- conflicts
- multi-ethnic / cultural markets
- ethnic identity