International Journal of Management

Religion is one of the most enduring and influential socio-cultural institutions shaping human values, attitudes, and behaviors. In international markets, religious beliefs and practices significantly influence consumption patterns, product preferences, brand perceptions, and ethical judgments. This research article explores the role of religion in shaping international consumption behavior by examining how religious values, norms, and rituals affect consumer decision-making across cultures. Drawing upon cultural theory, consumer behavior literature, and cross-cultural marketing research, the study develops a conceptual framework linking religious affiliation and religiosity to consumption choices. The paper further discusses sector-specific implications, including food, fashion, finance, and media consumption. By synthesizing existing empirical evidence, this article contributes to a deeper understanding of religion as a critical determinant of global consumer behavior and offers actionable insights for international marketers.