The power of faith: how religion shapes the decision making and choices of Ghanaian consumers – insights from a cross-sectional study

Abstract

Religion plays a significant role in the lives of many Ghanaians, yet its influence on individual decision-making remains underexplored. This study investigates how religion shapes Ghanaians’ choices across various domains, including food consumption, fashion, career, marriage, trust in religious leaders, and contraception usage. Using survey data, the Relative Importance Index (RII), and regression analysis, the RII results show that religion accounts for more than 60% of all decisions made by Ghanaians. The regression analysis suggests that religion influences food and meat product consumption, belief in religious leaders, and the use of contraceptives and family planning methods. Individuals with higher levels of education are less likely to allow religion to influence most of their choices. These findings underscore the pervasive role of religion in shaping both personal and societal decisions in Ghana, serving as an “opium” that influences daily life. The study recommends that policymakers and social planners consider the impact of religious beliefs when designing interventions and policies. This research highlights the deep intersection between religious belief and daily life, suggesting that religion functions as a powerful societal force, rather than merely a private belief system.