Religious Fundamentalism, Parochial Altruism, and Prosocial Consumer Behavior in The Context of Inter-Religious Group

This conceptual paper explores the complex relationship between religious fundamentalism, parochial altruism, and inter-religious prosocial consumer behavior. It argues that social norms can significantly influence prosocial consumer behavior across religious boundaries, fostering inclusive and tolerant societal behaviors. However, this positive impact is often challenged by religious fundamentalism and parochial altruism, which tend to promote ingroup favoritism and outgroup discrimination. The paper proposes that strong religious conservatism can diminish the likelihood of helping individuals from different religious groups, while parochial altruism exacerbates this bias. To counteract these negative influences, organizations and governments must promote harmonious inter-religious interactions through strategic efforts. Such initiatives can contribute to a more inclusive and harmonious society. This study contributes to the broader understanding of inter-religious dynamics and offers theoretical insights for fostering social cohesion and prosocial consumer behavior in diverse communities.