Interaction between religion and fashion from the perspective of macromarketing: a systematic review
DOI:
https://doi.org/10.51359/2526-7884.2024.260667Keywords:
macromarketing, religious consumption practices, garments, religious womenAbstract
The objective of this article was to portray the state of the art of the relationship between religion and the fashion market and their mutual implications from the perspective of macromarketing. To this end, we conducted an integrative systematic review, where 26 articles were selected and analyzed. Through this article, we provide initial analytical guidance to researchers interested in the topic, establish a research agenda, and compile the managerial implications of the interaction between religion and the fashion market. We highlight that the subject under study is recent and is fragmented in the literature, and that there is an emphasis in the works on the female audience. In these studies, three perspectives predominate: (a) the different reasons that lead women to consume clothes based on religious principles; (b) the consumption practices that are or were practiced at a given time; and (c) the actors involved in this market, whether promoting it, dictating the rules or making it presentable to the entire society (religious or secular). This paper contribute to the unification of the body of knowledge involving religion and the fashion market and contribute to understanding religion within macromarketing theory.
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