Although religion is a central aspect of life for many people across the globe, there is scant research on how religion affects non-religious routines like grocery shopping. But using both field and laboratory data, we recently found that grocery spending decreases as religiosity rises. For companies in industries with razor-thin margins, as in the grocery business, responding to these dynamics may help increase the volume on which success depends.
Shoppers with Strong Religious Beliefs Spend Less and Make Fewer Impulse Purchases
Although religion is a central aspect of life for many people across the globe, there is scant research on how religion affects non-religious routines like grocery shopping. Using both field and laboratory data, researchers recently found that grocery spending decreases as religiosity rises. The effect of religiosity on consumer spending has implications for store promotion strategies. Because being reminded about God increases shoppers’ frugality, they may be more sensitive to price discounts and promotions (such as “buy one, get one free”) around the time of religious holidays and observances. Retailers may also allay religious shoppers’ concerns about being frugal by offering deals that demonstrate respect for their values, such as promising to donate a percentage of revenue from a particular product to a local charity.