Religiosity and Consumer Behaviour in Burkina Faso: A qualitative study of animists, Christians Muslims

Researchers' interest in religiosity and consumer behaviour stems from the fact that religion influences not only individuals' social behaviour but also their consumption behaviour [FAM et al., 2004; MANSORI, 2012; DIOP, 2012]. Little research on this subject has been conducted in Africa, and particularly in Burkina Faso. This study, set in the context of Burkina Faso, is exploratory in nature. Burkina Faso is a country where religion plays an important role, and it is worthwhile to investigate the reasons why some believers choose to consume industrially produced alcoholic beverages rather than non-alcoholic ones. Qualitative data was collected using a 'SONY voice recorder' through semi-structured interviews conducted with beverage consumers; this qualitative data was then transcribed by hand. The results show not only that religiosity partially influences consumption behaviour, but also that consumption behaviour partially influences religiosity.