Sacred Faith, Ethics and Sustainability in Emerging Marketplace: How Religious Practice Shapes Green Marketing

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Purpose: The nexus between religious practice and sustainable consumption can help researchers gain some deep insights into how religious values and practices shape consumer behavior and promote more sustainable lifestyles. Thus, it is imperative for researchers to help drive a positive change by persuading religious consumers to incorporate sustainable practices, such as eco-friendly product choices or sustainable healthcare consumption in their daily habits. This research explores religious practices and consumption behavior in the specific context of Burkina. Design/Methodology/Approach: This current research is an exploratory qualitative research that is focused on a phenomenological research design. Additionally, the research philosophical stand is grounded on the constructivism world view. The data is gathered from 12 respondents through the means of semi-structured interviews. A content analysis is made after transcribing the data by hand focusing on significant verbatim data to gain firsthand insights into consumers' experiences. Findings: The findings indicate that strong religious practices promote a significant non-alcoholic beverages consumption, while low religious practices reduce non-alcoholic beverage consumption. Practical Implication: The findings imply that marketers in developing countries should develop new innovative beverage market segmentation strategies to overcome the industry's marketing myopia and to drive sustainability and growth in the beverage sector. Original Value: This paper bridges both spiritual practices and sustainability by building a synergy where spiritual values, eco-conscious behavior, traditions shape ethical and health-driven consumption. Thus, it expands the scope of consumption to include personal well-being, which is often overlooked in sustainability discourse.

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