Author(s): Mariappan Gnanaprakash
Consumer behaviour is shaped not only by rational evaluation and information processing but also by culturally embedded belief systems that provide meaning, reassurance, and identity cues Astrology—encompassing Western zodiac signs and the Hindu Rasi system—represents one such belief structure that continues to influence consumption decisions across societies, particularly in high-involvement and uncertainty-laden contexts. Prior research suggests that astrological belief affects purchase timing, perceived risk, and post-purchase evaluation by enhancing perceived control and emotional reassurance. This paper reviews and synthesizes interdisciplinary literature on astrology’s influence on consumer behaviour by integrating psychological, cultural, and symbolic consumption perspectives. It examines how zodiac signs and Hindu Rasi-based identities shape self-concept alignment, symbolic consumption, and decision-making outcomes. A comprehensive conceptual framework is proposed to explain the indirect mechanisms through which astrological belief influences consumer behaviour via psychological mediators such as perceived control, emotional reassurance, and decision confidence, while recognizing zodiac identity and Rasi alignment as moderating factors. By explicitly incorporating the Hindu Rasi system, this study extends predominantly Western-centric interpretations of astrology in consumer research and offers a culturally grounded framework relevant to emerging. The paper further discusses managerial implications for culturally sensitive marketing, ethical considerations surrounding belief-based appeals, and directions for future research, positioning astrology as a symbolic and contextual influence rather than a deterministic predictor of consumer behaviour.