Are Religious Factors Associated with Political Consumerism?An Exploratory Study

ABSTRACT A national survey with 876 responses examined whether political consumerism is related to religious factors including beliefs about gay marriage, if the Bible is the literal word of God, religiosity or social capital, altruism or civic engagement, cognitive engagement, and the use of political social and digital media. Results suggest religious factors may be important in political consumption, with political consumers less likely to believe the Bible is the literal word of God, suggesting they perceive self-direction regarding their religious beliefs. Political consumers may exhibit universalism by participating in altruistic activities such as volunteering to help the poor, homeless and elderly. However, given their lack of support for gay marriage, traditional religious teachings may supersede universalism for certain social justice issues.