An Exploration of the Impact of Religious Affiliation on an Irish Consumer When Considering an Online Purchase

Religious affiliation in Ireland has been dropping over the past two decades. The study of how religious affiliation influences consumer behaviour has not been studied in Ireland however has been shown in jurisdictions such as the United States and Middle East to have a significant influence in purchase decisions, choice and behaviour. Alongside religion, there has been a growing acceptance and use of e-commerce use amongst Irish consumers. Understanding how Religion can be used as a segmentation variable can be important to marketers in understanding the motivations of consumers with a religious affiliation. The purpose of this study is to explore the impact religious affiliation has on online purchases from an Irish consumer perspective. It seeks to understand the motivations behind Irish consumers online purchases and whether or not religion influences those purchase decisions. A particular focus which was indicated in secondary research was given to ascertain if religious affiliation affected trust and brand loyalty. Qualitative primary research was undertaken in the form of a focus group in combination with interviews amongst a sample of Irish religious consumers varying in age from 33-72 whom all have purchased online. A thematic approach was utilised and themes were identified which were relevant to the research objectives. The overall findings were presented and found that religion does not have a significant impact on consumer behaviour for Irish consumers however does indicate that certain behaviours are common amongst the group. Further research warranted was indicated at the end of the study.