RELIGIOUS BELIEFS, CONSUMPTION AND INTER-RELIGIOUS DIFFERENCES AND SIMILARITIES: IS SYNCRETISM IN CONSUMPTION A NEW RELIGIOUS DYNAMICS?

The purpose of this research is to show the relationships between the degree of beliefs and the consumption behavior and the reverse effect. A previous research has presented the results related to Muslim consumers, however the present research originality or added value is that it includes Christian consumers and Traditionalist consumers living in the same context. The approach is a mixed method approach, that is to say a combination of a qualitative approach and a quantitative approach. Qualitative data was recorded with a voice recorder through semistructured interviews with the respondents; and the qualitative data is transcribed by hand. The collection of quantitative data is performed using a questionnaire, and the analysis of the data was made with some software, especially three different types: Sphinx² -V5, Sphinx IQ and Sphinx IQ2. The results show that religious beliefs influences consumption behavior with interreligious similarities and differences, but also that consumption behavior influences religious beliefs