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Citation

Jafari A, moufahim m, Rinallo D & Appau S (2023) Theorizing consumption and markets in the context of religion: A commentary section on Appau’s (2021) ‘divine economic system’. Marketing Theory. https://doi.org/10.1177/14705931231153192

Abstract
This commentary section presents a dialogical discussion on Appau’s (2021) ‘Toward a divine economic system’, an article in which he explores religious exchanges in the context of a Pentecostal Church in Ghana and proposes ‘the divine economy’ as an alternative economic system to interrogate and extend scholarship on the relationship between the market and religion. In a thought-provoking conversation, four commentators (including Appau) engage in a critical discussion aimed at generating new ideas on theorizing the complex relationship between the market, consumption, and religion.

Keywords
Consumption; the market; religion; institutions; religionization of the market; marketization of religion; the sacred and the profane; divine economic system; market and non-market exchange; spirituality

Notes
Output Status: Forthcoming/Available Online

Journal
Marketing Theory

• Published Version