Consumer Behavior

Religiosity, Faith Driven Consumption, and Apparel Shopping Orientation

Authors: Lizhu Davis (California State University, Fresno) , Tun-Min Catherine Jai (Texas Tech University)

Abstract

Faith driven consumers refer to devout Christian consumers whose consumption and shopping behavior is strongly influenced by Christian values and worldviews (Faithnomics.com, 2012). This segment of consumers accounts for 17% of the US population, or 41 million people. By size, it is similar to the Hispanic segment of the market; however, with $1.75 trillion, the annual spending power of this segment is 75% more than that of the Hispanic segment (Faithnomics.com, 2012). Strong moral and Christian values rather than simple consumer needs drive their purchase decisions in the marketplace. In this study, the authors define the consumption behavior based on the biblical views and teachings as faith driven consumption (FDC).

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How to Cite: Davis, L. & Jai, T. C. (2015) “Religiosity, Faith Driven Consumption, and Apparel Shopping Orientation”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).