Religious communities and the marketplace
通过土耳其伊斯兰社群的民族志研究，揭示消费如何吸引个体加入社群、使其融入集体宗教精神，并在成员与外界间划出象征边界，同时探讨集体宗教精神如何塑造成员的消费实践与品牌关系，影响市场动态。
Sociopolitical analyses of religion evidence the increasing prominence of religious communities across the world. However, existing work on religion–consumption interaction focuses mostly on the personal effects of religion and examines how religion and religious ideologies influence individual decision making, choice, and purchase and shopping behaviors. In this study, we focus on the collective experiences of religion and unpack the multiple ways consumption shapes and is shaped by a communal religious ethos. Through an ethnographic study of a Turkish-based Islamic community, we show that consumption plays important roles in attracting individuals to the community, socializing them to the communal ethos, and drawing symbolic boundaries between the community members and outsiders. We also discuss how the communal religious ethos shapes consumption practices and brand relationships of members and influences the marketplace dynamics.