The Effect of Religious Market Competition on Church Giving

This paper contributes to the debate over the effects of religious pluralism on religosity. A key innovative feature of the paper is the use of voluntary contributions from members as a measure of religiosity. Using data from 177 congregations, and employing both the Herfindahl Index and market share as measures of religious market competition, a two-stage least squares estimation technique shows that Protestants give more when their congregation is faced with substantial competition, while Catholics tend to contribute more when they represent a minority church in a heavily concentrated market. This outcome is explained by arguing that churches with more competition react by providing a more satisfactory product and do a better job of filling niches in the religious marketplace.