Digital consumer spirituality

Authored by: Jannsen Santana , Katharina C. Husemann , Giana M. Eckhardt

The Routledge Handbook of Digital Consumption

Print publication date:  September  2022
Online publication date:  September  2022

Print ISBN: 9781032329598
eBook ISBN: 9781003317524
Adobe ISBN:


 Download Chapter



Technology is increasingly changing consumers’ relationship with spirituality. This chapter develops the concept of digital consumer spirituality. Digital consumer spirituality is defined as the interrelated practices and processes consumers engage in when consuming digital market offerings (products, services, spaces) that yield spiritual utility. This chapter brings together existing consumer research addressing digital consumer spirituality and reveals four practices that consumers engage in to access spirituality via the digital: (i) prosuming online spiritual communities, (ii) sacralizing brands, products, and services through digital worship, (iii) searching digitally for the spiritual, and (iv) constructing spiritual identities via the digital. Based on this analysis, an ambitious future research agenda is set out, suggesting significant research questions for each practice identified. Finally, this chapter identifies key emerging digital technologies and suggests how they will shape the growth of digital consumer spirituality, namely (i) transhumanism and (ii) robots and other advanced machines.

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.