Consumer Religiosity: Consequences for Consumer Activism in the United States Krist Swimberghe Laura A. Flurry Janna M. Parker ABSTRACT. In recent times, organizations have expe- rienced consumer backlash as a result of decisions to support controversial causes. To date, little research has attempted to explain consumers’ negative response as a function of religion. This study addresses that gap in the literature and examines consumer religious commitment and Christian consumers’ conservative beliefs in the United States as motivating factors for consumer activist behavior and boycott participation. Findings from a national sample of 531 consumers suggest that consumers evaluate seller’s actions and form ethical judgments. These judgments are a major explanatory variable in consumers’ voice complaints, third-party complaint intentions, and boycott intentions. KEY WORDS: religiosity, consumer behavior, boycott, ethical judgment, complaint intentions Introduction …since I am NOT a supporter of Planned Parent- hood, I also don’t want any of my money to support them. I am grateful for the opportunity to know which companies contribute to PPH so that I can avoid using those products or services…. (Nancy) Wal-Mart was my number one store up until now. They have everything. I’ll admit I was attracted to the low prices and convenience, but the low prices came at a high cost. God has told us that homosexuality is a sin (Leviticus 18:22). I don’t hate those who are involved in this lifestyle, but I’m not supporting it either. God doesn’t. I’ve taken my business to other stores and will not shop at Wal-Mart again. (Laura) I have been a Ford fan for many years. I will no longer patronize a company which supports people, who through their actions and words, diminish the importance and necessity of male/female marriage and relationships which is contrary to the teaching of our Lord and nature which he created for us. (Paul) Sad, very sad. Lost my business as well. In addition, Wal-Mart has adopted ‘Holiday’ instead of ‘Christ- mas.’ Won’t get my business that is for sure… (Andrew) Wal-Mart is a store, church is where you go to pray and find faith…separate the two, it’s not that hard. (Douglas) Well along with Home Depot, Pepsi and all their products, so much for Ben and Jerry’s, I WILL NOT PURCHASE anything by them as long as they are supporting this, just goes to show that they don’t care about offending anyone with this atrocity!! (John) Religion has always played a prominent role in the formation of knowledge systems, belief and value systems and the social normative system in the United States. In fact, six out of ten people (59%) in the United States say that religion plays a very important role in their lives. This is approximately twice the percentage of self-avowed religious people in Canada (30%), and an even higher proportion when compared with Japan (13%) and countries in Western Europe (the U.K. 33%, Italy 27%, Germany 21%, and France 11%) (The Pew Research Center, 2002). When asked about their religious affiliation, 82% of respondents in the United States indicate they are Christian. Conservative Christian churches are among the fastest-growing church type in America, some of which grew more than 20% over a 10-year period from 1990 (Goodstein, 2002). A majority of those who attend religious services in the United States report that their clergy frequently speak out on Journal of Business Ethics (2011) 103:453–467 Ó Springer 2011 DOI 10.1007/s10551-011-0873-2