Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self

Journal of Business Ethics 112 (1):25-46 (2013)

Abstract
This paper investigates the effects of Buddhist ethics on consumers’ materialism, that is, the propensity to attach a fundamental role to possessions. The literature shows that religion and religiosity influence various attitudes and behaviors of consumers, including their ethical beliefs and ethical decisions. However, most studies focus on general religiosity rather than on the specific doctrinal ethical tenets of religions. The current research focuses on Buddhism and argues that it can tame materialism directly, similar to other religions, and through the specific Buddhist ethical doctrines of the Four Immeasurables: compassion, loving kindness, empathetic joy, and equanimity. The empirical results show the following: (1) Buddhism reduces materialism directly and through some of the Four Immeasurables, and (2) despite the doctrine of non-existence of the self, positive emotions toward the self are still present, and the self absorbs the effects of Buddhist ethics on materialism. The latter finding suggests a “resistance of the self” that is coherent with the idea of a consumer who leverages the self to go beyond it.
Keywords Consumer behavior  Materialism  Consumer ethics  Religion  Buddhism
Categories (categorize this paper)
ISBN(s)
DOI 10.1007/s10551-012-1228-3
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 46,330
Through your library

References found in this work BETA

Religiosity and Consumer Ethics.Scott J. Vitell, Joseph G. P. Paolillo & Jatinder J. Singh - 2005 - Journal of Business Ethics 57 (2):175-181.

View all 15 references / Add more references

Citations of this work BETA

View all 11 citations / Add more citations

Similar books and articles

Analytics

Added to PP index
2012-02-15

Total views
183 ( #43,477 of 2,286,009 )

Recent downloads (6 months)
10 ( #91,304 of 2,286,009 )

How can I increase my downloads?

Downloads

My notes

Sign in to use this feature