Psychological and Social Drivers of Well-being in Faith-Based Contexts: Insights from Destitute Women in Vrindavan

Abstract

This article explores the psychological and social drivers that shape well-being outcomes in faith-based community settings, with a focus on how these drivers influence participation decisions among vulnerable populations. Drawing on a case study of destitute women (predominantly widows) in Vrindavan, India, which is a major Hindu pilgrimage center. This research applies consumer behaviour frameworks from marketing research to non-traditional service contexts. It examines how religious engagement (e.g., bhajan chanting and ashram participation) and social support networks interact to foster self-acceptance, resilience, and psychological flourishing, while also highlighting barriers such as stigma and isolation. Using qualitative and mixed-methods insights from in-depth narratives, participatory discussions, and program observations, the study reveals that faith-based practices act as both psychological anchors and social connectors, yet their effectiveness depends on complementary structured support from NGOs. Psychological drivers such as the need for meaning, emotional resilience, and self-concept reconstruction interact dynamically with sociological drivers, including community belonging, familial abandonment, and societal stigma. These drivers collectively shape “service consumption” decisions i.e., the choice, intensity, and sustained engagement with faith-based well-being programs leading to measurable improvements in psychological well-being. The findings offer actionable implications for social marketing practitioners and marketing researchers seeking to design, evaluate, and optimize well-being enhancement programs in faith-based and community-service environments. By extending established consumer decision-making models to low-resource, non-monetary contexts, this work advances marketing research practice and contributes to the growing literature on faith-based social impact evaluation.