COVID-19 and Church Attendance Behavior Trends: Evidence from Ghanaian Pentecostal-Charismatic Churches

The concept of religious economy views churches as corporate entities, pastors as marketers offering a range of products, and church members as consumers whose preferences shape the goods and services provided by ministers. Within this framework, church members react quickly to changing economic, social, and cultural conditions. The COVID-19 pandemic has not only had an economic impact, with job losses and financial struggles, but has also brought about social and cultural changes that have affected consumer behavior in many areas of life worldwide. For instance, during the pandemic, church gatherings were restricted or prohibited, socializing was replaced with social distancing, air travel was disrupted, and conferences were canceled, postponed, or moved to virtual platforms. These changes have led to significant shifts in consumer habits regarding church attendance in Ghana. This article draws on ethnographic data from two Pentecostal-Charismatic churches in Ghana to explore the various changes and trends in consumer behavior exhibited by members due to the COVID-19 pandemic. It argues that the pandemic has had a profound impact on church attendance behavior, as it has disrupted many aspects of life.