The Interplay of Religious Consumption and Immigrant Rituals

Abstract: In our research paper, we shed light on the various impacts of acculturation and changes in religious consumption in the lives of muslims, who have migrated from the east and are experiencing life in the west. We took into consideration the holy month Ramadan as a religious reference to our study where we examine muslims religious performance during this time. As Ramadan is considered the most spiritual month to muslims, they tend to face challenges during the month when living in non muslim countries, like Sweden. By conducting qualitative research, we chose to undergo interviews with participants experiencing Ramadan in Sweden. For data analysis, we used four tools that helped us come up with our themes: categorisation, comparison, integration and refutation. Proceeding with our findings, it showed significant alteration to the religious rituals of muslim immigrants in the west. We concluded that the relationship between religious consumption and acculturation tends to be complex despite various efforts that would aim to facilitate such a process. Our research paper can be read by consumer researchers, marketers, managers, social actors, policy-makers, and consumers who want to know more about migrant muslim consumers and the challenges they face when living in the west, specifically during the days of Ramadan.