Harnessing the Power of Religion

Sustainability research in the macromarketing literature has been largely limited to exploring sociocultural values and norms, business practices, public policies, and economic conditions. Although the concept of ‘values’ constantly recurs in the literature, religious perspectives have received little attention. By presenting an alternative interpretation of what have traditionally been construed as anthropocentric religions, this study highlights the underutilized potential of religions as effective vehicles for initiating cultural transformation towards sustainability. The article calls for contextualized approaches to ecological sustainability that take into account the values and worldviews of target communities, which are often shaped by religious systems. The article concludes that including religions in the sustainability discourse can benefit macromarketing theory and practice in a variety of ways.