African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4185

Full Length Research Paper

Religiosity and consumer behavior in developing countries: An exploratory study on Muslims in the context of Burkina Faso

Théophile Bindeouè Nasse
  • Théophile Bindeouè Nasse
  • Department of Marketing and Communication, Faculty of Management Sciences, New Dawn University, Burkina Faso.
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Alidou Ouédraogo
  • Alidou Ouédraogo
  • Department of Management, Faculty of Business, University of Moncton, Canada.
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Fatou Diop Sall
  • Fatou Diop Sall
  • Department of Management, Polytechnic College, Cheikh Anta Diop University, Sénégal.
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  •  Received: 08 September 2018
  •  Accepted: 13 December 2018
  •  Published: 28 February 2019


The interest of researchers on religiosity and consumer behavior is explained by the fact that religion has an influence, not only on the social behavior of individuals, but also on their consumption behavior (Fam et al., 2004; Nasse, 2006; Mansori, 2012; Diop, 2012). Most of the studies on the topic are from Western and Asian countries. Little research on the subject has been conducted in Africa and particularly in Burkina Faso. Therefore, this study aims to explore the concepts of religiosity and consumer behavior in Burkina Faso in order to consider the role of culture in management and marketing products such as "halal" products. Burkina Faso is a country where religion plays an important role while a definite portion of believers contribute to increase the consumption of industrial alcoholic drinks, and ignorance in the sector of marketing seems also to be a barrier that slows down the production and the consumption of industrial non-alcoholic drinks. The approach is a mixed one based both on a qualitative survey and a quantitative survey. The results show that Muslims religiosity affects consumer behavior in the context of Burkina Faso.


Key words: Religiosity, consumer behavior, non-alcoholic drinks, consumption, marketing.