The Asia-pacific region is characterised by a cultural, political, economic and social heterogeneity far greater than anywhere else in the world (Birch et al., 2001). Religious beliefs play a significant part in shaping consumer behaviour in this region, including the way they live, the product choices they make, and the community to which they belong (Fam and Waller, 2003). However, studies on the topic of religion and marketing within the Asia Pacific region is very limited. Hence, this special issue is dedicated to provide unique insights on the relationship between marketing and religion in the Asia-Pacific region.

For this special issue, a range of potential topics were offered including the influence of religion on: attitude to advertising, marketing ethics, food/agribusiness marketing, tourism marketing, relationship marketing, and small business marketing, as well as more strategic topics such as the use of religious appeal in marketing communication and measurement of consumer religiosity.