Religion and Commerce — A Comparison of Attitudes and Religious–Moral Grounding in Christianity, Islam, Hinduism and Buddhism with Respect to Marketing Activities

Abstract

The article examines the attitudes and moral principles of Christianity, Islam, Hinduism and Buddhism with respect to commerce and marketing activities. The author seeks answers to questions concerning the sort of market system each of these religions supports (or condemns) and the moral norms needed to conduct marketing activities. He examines their stances toward elements of the marketing mix such as property, goods to be marketed, price, distribution and marketing communication. In conclusion similarities and differences in the outlooks of these religions are studied, and adherence to moral principles is perceived as a precondition for the sustainability of a market economy.