DO BATUQUE DO ATABAQUE À DECISÃO DE COMPRA: Pais e Mães de Santo Podem Influenciar no Consumo Sagrado e Profano de Seus Seguidores?

This paper aims to determine whether, through Orishas and entities, holy fathers and mothers can influence the sacred and profane consumption behavior of the followers of Candomblé and Umbanda in Brazil. With a qualitative research approach, interviews were conducted with practitioners of these religions. The results indicate that holy fathers and mothers directly influence the purchase of sacred and profane by religious followers. However, this influence tends to be stronger in those followers with high involvement with religion. Those with moderate involvement, also buy and follow the guidelines of their deities and entities, if such purchases are related to the sacred aspect. The question that remains is how far these consumers are vulnerable to the guidance given by holy fathers and mothers and are aware of these purchasing choices