African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4088

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.
  • Google Scholar
Alidou Ouédraogo
  • Alidou Ouédraogo
  • Department of Management, Faculty of Business, University of Moncton, Canada.
  • Google Scholar
Fatou Diop Sall
  • Fatou Diop Sall
  • Department of Management, Polytechnic College, Cheikh Anta Diop University, Sénégal.
  • Google Scholar

  •  Received: 08 September 2018
  •  Accepted: 13 December 2018
  •  Published: 28 February 2019


Ahmad AN, Rahman AA, Abd Rahman S (2015). Assessing knowledge and religiosity on consumer behavior towards halal food and cosmetic products. International Journal of Social Science and Humanity 5(1):10-14.


Alam SS, Mohd R, Hisham B (2011). Is religiosity an important determinant on Muslim consumer behaviour in Malaysia? Journal of Islamic Marketing 2(1):83-96.


Al-Hyari K, Alnsour M, Al-Weshah G, Haffar M (2012). Religious beliefs and consumer behaviour: from loyalty to boycotts. Journal of Islamic Marketing 3(2):155-174.


Allport G, Ross M (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology 5(1):432-443.


Amankwaa AA, Reed W, Owens De' A (2012). Church attendance and alcohol consumption level: reasons for not drinking alcohol among college students. International Journal of Humanities and Social Science 2(4):1-8.


Arnould EJ, Thompson CJ (2005). Consumer culture theory (CCT): twenty years of research. The Journal of Consumer Research 31(4):868-882.


Banyte J, Matulioniene L (2005) The Singularities of the cultural element in consumer behavior. Innovative Marketing 1(1):33-39.


Bazié JH (2011). Communication et information en milieu traditionnel burkinabè: La touche. Available at: 



Baazeem TAS (2015). How religiosity influences consumption: The impact of consumer religiosity on perceptions of psychological and social risk (Doctoral dissertation, Queensland University of Technology).


Benabdallah M, Jolibert A (2013). L'acculturation: l'influence des sous-cultures d'origine et de la distance culturelle. Décisions Marketing 72:179-205.


Bergadaa M, Faure C (1995). Enduring involvement with Shopping. Journal of Social Psychology 135(1):17-25.


Bonewell KJ (2008). Intrinsic and extrinsic religiosity and sexual compulsivity with Christian males: understanding concepts and correlations based on race, age and socioeconomic status and marital status. A dissertation presented in Partial Fulfillment of the requirements for the degree Doctor of Philosophy, Minneapolis: Capella University. pp. 1-133.


Campanella MR (2016). Halal food consumption, responsibility, moral overtones and re-negotiation of categories among Muslim believers in Stockholm County. University of Uppsala, 1-102. Available at: 



Carrino M, Poujol F, Bertrandias L (2010). Analyse de données avec SPSS®. Pearson Education France.


Claussen CL, Ko YJ, Rinehart RE (2008). Cultural diversity: an alternative approach to understanding sport participant consumerbehavior. The Smart Journal 4(2):58-71.


Cole H (2015). Factors Influencing the Association Between Religiosity and Drinking Behavior in Underage College Students. Theses and Dissertations-Psychology. Available at: 



De Mooij M, Hofstede G (2011). Cross-cultural consumer behavior: a review of research findings. Journal of International Consumer Marketing 23(1):181-192.


De Mooij M (2003). Convergence and divergence in consumer behaviour: implications for global advertising. International Journal of Advertising 22(1):183-202.


Delener N (1990). The effects of religious factors on perceived risk in durable goods purchase decisions. Journal of Consumer Marketing 7(3):27-38.


Diop F (2012). L'influence de la religion musulmane sur le comportement de consommation au Sénégal. École Supérieure Polytechnique de Dakar, Dakar : Université Cheikh Anta Diop.


Diop F (2004). L'achat familial en Afrique. École Supérieure Polytechnique de Dakar, Dakar : Université Cheikh Anta Diop.


Dumbili E (2013). Changing patterns of alcohol consumption in Nigeria: an exploration of responsible factors and consequences. A Journal of the BSA MedSoc Group 7(1):20-33.


Durmaz Y, Reyhan O, Mücahit C (2011). Impact of cultural factors on the consumer buying behaviors examined through an empirical study. International Journal of Business and Social Science 2(5):109-114.


Essoo N, Dibb S (2004). Religious influences on shopping behaviour: an exploratory study. Journal of Marketing Management 20(7/8):683-712.


Esteban J, Levy G, Mayoral L (2015). Liberty, religiosity, and effort. Barcelona Graduate School of Economics Working Paper Series, 843(1):1-39.


Fam KS, Waller DS, Erdogan BZ (2002). The influence of religion on attitudes towards the advertising of controversial products. European Journal of Marketing 38(5/6):537-555.


Frank B, Enkawa T, Schvaneveldt SJ (2015). The role of individualism versus collectivism in the formation of repurchase intent: a cross-industry comparison of the effects of cultural and personal values. Journal of Economic Psychology 51(1):261-278.


Institut National de la Statistique et de la Démographie (2010). Recensement général de la population et de l'habitat 2006, rapport définitif. INSD, Ouagadougou, Burkina Faso.


Jung K, Kau AK (2004). Culture's influence on consumer behaviors: differences among ethnic groups in a multiracial Asian country. Advances in Consumer Research 31(1):366-372.


Kini IG (2012). Ma vision de l'entreprise pas à pas. L'expérience d'un manager exceptionnel. Collection Winner.


Kitchathorn P (2009). Factor influencing customer repurchase intention: an investigation of switching barriers that influence the relationship between satisfaction and repurchase intention in the low-cost airlines industry in Thailand. University of South Australia.


Luna D, Gupta SF (2001). An integrative framework for cross-cultural consumer behavior. International Marketing Review 18(1):45-69.


Mansori S (2012). Impact of religion affiliation and religiosity on consumer innovativeness: the evidence of Malaysia. World Applied Sciences Journal 17(3):301-307.


Mokhlis S (2010). Religious contrasts in consumer shopping styles: a factor analytic comparison. Journal of Business Studies Quarterly 2(1):52-64.


Mokhlis S (2009). Relevancy and measurement of religiosity in consumer behavior research. International Business Research Management Trade 2(3):75-84.


Mokhlis S (2008). Consumer religiosity and the importance of store attributes. The Journal of Human Resource and Adult Learning 4(2):122-133.


Mokhlis S (2006). The effect of religiosity on shopping orientation: an exploratory study in Malaysia. The Journal of American Academy of Business 9(1):64-74.


Morrisson O, Mathieu JP (2003). Les représentations du dysfonctionnement d'un service et les réponses de l'entreprise (No. hal-00790284). Available at: 



Mustafar MZ, Borhan JT (2013). Muslim consumer behavior: emphasis on ethics from Islamic perspective. Middle-East Journal of Scientific Research 9(18):1301-1307.


Nasse BT (2015). Internal equity as a factor of corporate profitability. Saarbrücken: Lambert Academic Publishing.


Nasse BT (2014). Internal equity as a factor of companies' economic profitability. Saarbrücken: Lambert Academic Publishing.


Nasse BT (2012). Succeeding in Church missionarial work in West Africa: the necessity of understanding the West African environment. Saarbrücken: Lambert Academic Publishing.


Nasse BT (2016). Kasim borrowings from English: an evidence from Burkina Faso. A master thesis, Ouagadougou: University of Ouagadougou.


Nayeem T (2012). Cultural influences on consumer behavior. International Journal of Business and Management 7(21):79-91.


Nurbasari A (2015). The impact of spiritual marketing on consumer behavior in choosing halal food: case study on Muslim community in Bandung.Al Hijaz International Refereed Journal for Islamic and Arabic Studies 273(10):271-306.


Ouédraogo A (2007). Strategic management in African firms: a local perspective. Problems and Perspectives in Management 5(1):82-94.


Patel M (2010). Influence of religion on shopping behaviour of consumers-an exploratory study. National Monthly Refereed Journal of Research in Commerce and Management 1(5):68-78.


Porter C (2013). The religion of consumption and Christian neighbor love. Chicago: Loyola University.


Quéchon M (1971). Réflexions sur certains aspects du syncrétisme dans l'islam ouest-africain. Cahiers d'Études Africaines 11(42):206-230.


Rezaie DH, Derakhshide H (2012). Comparative study effect of culture from Hofstede perspective on purchasing mobile phone in Iran and Thailand Society. International Journal of Business and Social Science 3(6):146-154.


Salciuviene L, Auruskeviciene V, Lydeka Z (2005). An assessment of various approaches for cross-cultural consumer research. Problems and Perspectives in Management 3(1):147-149.


Shamba PB, Livian YF (2014). Le management africain introuvable: pour une approche de l'hybridité segmentée. Marseille : Communication pour la 4ème conférence Atlas-AFMI.


Shavitt S, Torelli CJ, Lee AY (2008). Cross-cultural issues in consumer behavior. University of Illinois-Urbana-Champaign.


Simon P (2000). Pour une clarification de la relation entre attitude envers la marque et fidélité à la marque vers la mise en évidence d'un modèle intégrateur. Università Ca' Foscari, Venezia.


Soares AM, Farhangmehr M, Shoham A (2007). Hofstede's dimensions of culture in international marketing studies. Journal of Business Research 60(3):277-284.


Sow DM (2005) Alimentation et boissons au Burkina Faso : au-delà de la survie. Bureau International du Travail. Genève.


Usinier JC (1999) International Marketing across Cultures (3rd Ed.). Harlow, Prentice Hall International.


Van Laethem N, Body L (2008). Le plan marketing (2ème éd.). Paris: Dunod.