The nature of religious attitudes represents a significant aspect of human attitudes. This study empirically examined attitudes among Generation X individuals in Nigeria, specifically focusing on their perceptions and interactions with various aspects of their Christian religion. Utilizing a descriptive research design involving use of questionnaire and convenience sampling approach, in addition to descriptive data analysis approach, the research findings revealed a positive disposition towards several facets of their religious attitudes. Also, the study identified three broad dimensions characterizing Generation X’s attitudes toward their Christian faith. The study's exploration of Generation X's religious attitudes marks a novel contribution to the literature, expanding the horizons of consumers’ attitudes research to encompass non-commercial, non-profit realms. In addition, the research offers an understanding of the intersections of religion and consumers’ attitudes, especially in the context of a specific generational cohort. Practically, the study provides insights for marketers and religious organizations, suggesting avenues for engagement and communication strategies that resonate with Generation X's religious and consumer identities. In addition, religious associations are likely to benefit from the findings of the research.

Keywords: Generation X; Consumer’s attitude; Religion; Spirituality; Consumer behaviour; Consumer research; Nigeria.