Customs, rituals and superstitions are part of the cultural behaviour of consumers. Culture can be defined as an invented, discovered, or developed pattern of basic assumptions developed by a group, which is trying to deal with problems around and within itself. The culture is then taught by new members of that group, and among other things, they are manifested in the customs, rituals and superstitions of the members of that group. Customs are a source of shared values and comfort, and also serve as a time for reflection, relaxation and stress relief in everyday life. Religions in particular have traditions and customs that are very often associated with holiday periods and are repeated periodically. In addition, symbols and rituals also serve as tools when people face anxiety and stress, and are tied to a broader belief system. Religious communities often have their own customs and rituals, but they are not specific only to such groups. Various cultural groups also have their own belief system and related customs as well as ritual behaviors. Ultimately, superstition is something that varies from community to community and can be described as something irrational, believed by members of that community, but also lacking scientific evidence. Since the mentioned values affect the individuals themselves and their behavior, and thus consumer behavior, this paper examined the relationship between these values and consumer behavior.