The growing popularity of spiritual brands: What drives purchase intent?. Issue 4 (August 2021)

• Record Type: Journal Article
• Authors: Sardana, Deepak; Cavusgil, Erin; Gupta, Narain
• Is Part Of: International business review. Volume 30:Issue 4(2021)
• Publication Date: 2021-08
• Subjects: Self-identity theory -- Social identity theory -- Consumer behaviour -- Purchase intention -- India -- Quantitative research -- Marketing -- FMCG products -- Religiosity -- Pragmatism; International business enterprises -- Periodicals; 338.8805
• DOI: 10.1016/j.ibusrev.2020.101777
• Languages: English
• ISSNs: 0969-5931

Abstract

Highlights: The study aims to understand the purchase intention of commonly used FMCG goods promoted by the spiritual leaders in India. Findings show that normative pressures mediate religiosity to drive the purchase of FMCG products. Counter-intuitively, pragmatism mediated by normative pressures positively impacts the purchase intention of such products. Holistic consideration of both social-identity and self-identity theories can best explain the unique observed phenomenon. Abstract: In this study, we investigate the reason for the growing popularity of FMCG (Fast Moving Consumer Goods) household products branded, promoted and sold in India by local spiritual leaders. We find that religiosity and normative community pressure are important purchase drivers for such products. Surprisingly, pragmatism in the presence of normative pressure also contributes to demand. We argue that self-identity theory provides a contextualized explanation in association with social identity theory to explain the influence of normative pressure on increased demand. The results of the study suggest that integrating social and self-identity theories provides a fuller insight into consumer behaviour in a complex social context.