Is religiosity an important consideration in Muslim consumer behavior

2019 ◽  
Vol 10 (4) ◽  
pp. 1288-1307 ◽  
Author(s):  
Syed Faheem Hasan Bukhari ◽  
Frances M. Woodside ◽  
Rumman Hassan ◽  
Ayesha Latif Shaikh ◽  
Saima Hussain ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Food Consumption ◽  
Food Products ◽  
Structured Interview ◽  
Purchase Behavior ◽  
Western World ◽  
Major Theme ◽  
Muslim Country ◽  
Consumer Market ◽  
Content Type

PurposeThis study aims to explore whether religiosity influences consumer purchase behavior among Muslim consumers in Pakistan.Design/methodology/approachAn in-depth, semi-structured interview protocol was developed and administered to a sample of 90 participants, both male and female, across eight metropolitan cities of Pakistan. Professionals, university students and housewives were part of the sample. NVivo Version 11 was used for data analysis to answer the research questions raised in this study. Moreover, the purposive sampling method has been used in this research.FindingsThe behavior of consumers was found to vary with the degree of involvement and the degree of religiosity. Study findings are divided into three themes. Firstly, a high level of religiosity makes Muslim consumers follow the Islamic principles of food consumption, by evaluating the product ingredients, spending moderately and verifying a halal logo at the time of purchase. Secondly, a major theme is the view that religiosity has no influence on food consumption; it is more about individuals’ needs and priorities. Finally, the consumers’ overall perception of quality, product value, purity and health consciousness over-powers the concept of religiosity.Research limitations/implicationsBecause of its qualitative and exploratory nature, the generalizability of this paper is limited. In addition to that, this research is just focused on one Muslim country.Practical implicationsThis study suggests that western food exporters may use religiosity and other factors as probable segmentation variables to effectively position their brands. Religious images and other factors may be highlighted in product packaging and communication campaigns by marketers to gain recognition and usage of western food and consumption among religious, Pakistani Muslim consumers. The output of this research may support prospective entrants into the food business; those interested in exploring the Asian consumer market. Findings from this study may also be helpful for those in the west interested in exploring Pakistan as an emerging consumer market.Social implicationsThe presence of western imported food may improve the quality of life by having more opportunities and healthier options for the nation. Western food products can also bring cultural convergence whereby the underdeveloped nation feels upgraded and modern. Moreover, if the western food products are certified halal, the product has a fair chance of adoption and penetration in the society. Also, the food products coming from the western world induces mindfulness, people are more aware about innovative and useful ingredients that can satisfy their taste buds, improve their health, increase their life expectancy and contented approach toward life.Originality/valueThus far, limited research has analyzed religiosity of an overwhelmingly Muslim population and its impact on consumer behavior. This study is a preliminary effort to provide a basic understanding of the behavior of Pakistani Muslims, who have been insufficiently investigated by marketing and consumer researchers. The intriguing results are to remind marketers that there are several factors that govern religiosity and lead to a purchase decision.

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Syed Faheem Hasan Bukhari ◽  
Frances M. Woodside ◽  
Rumman Hassan ◽  
Omar Massoud Salim Hassan Ali ◽  
Saima Hussain ◽  
...  
Keyword(s):  
Food Product ◽  
Food Products ◽  
Total Sample ◽  
Brand Names ◽  
Purchase Behavior ◽  
Western World ◽  
Purchase Decisions ◽  
Structured Interviews ◽  
Product Packaging ◽  
Content Type

Purpose The purpose of this paper is to investigate the key attributes that drive Muslim consumer purchase behavior in the context of imported Western food in Pakistan. Design/methodology/approach In-depth, semi-structured interviews were used as a data collection tool. In this research, the in-depth interview data were analysed by using the manual content analysis (MCA) technique. Moreover, Leximancer software was used to reanalyse the data to enhance the trustworthiness of the MCA results. A total sample of 43 Muslim consumers from three metropolitan cities in Pakistan participated in the research. The sample comprises professionals, housewives and both college and university students. Findings Muslim consumers in Pakistan look at both the intrinsic and extrinsic attributes when purchasing imported Western food. The ruling factors explored were product taste, ingredients, freshness, hygiene, brand name and overall product quality. However, product packaging and labeling also play a significant role. Participants were of the view that imported Western food provides a better, unique consumption experience and an opportunity to choose from a wide variety of food options. Interestingly, interview findings reveal that Western food product attributes surpass the Islamic concept of moderate spending, thus convincing Muslim consumers to engage in the consumption of imported Western food. Social implications The presence of imported Western food may improve quality of life by having more opportunities and healthier options for the nation. If the Western food products are stamped Halal or made with Halal ingredients the product has a fair chance of adoption and penetration in the society. Further, it may result in overall health improvements within the society, which is already a major concern in the Pakistani consumer market. Also, food products coming from the Western world induces mindfulness; people are more aware about innovative and useful ingredients that can satisfy their taste buds. Originality/value This paper found that Pakistani Muslim consumers are not really concerned about the Islamic concept of moderate spending, and thus, established that Pakistani Muslim consumers are more concerned about product value rather than their Islamic teaching of moderate spending. From a population, with 97 per cent Muslim majority, product packaging and labeling were found to be a dominant and deciding factor, which, in itself, is an interesting finding. Further, established Western brand names help Muslim consumers to recognize products and plays a vital role in their purchase decisions. However, within product labeling, the element of halal ingredients was found to be a deciding factor, but not a leading factor, in purchase decisions.

Exploring the motives behind the purchase of western imported food products. A phenomenological study from a Muslim-dominated region

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Syed Faheem Hasan Bukhari ◽  
Frances M. Woodside ◽  
Rumman Hassan ◽  
Saima Hussain ◽  
Sara Khurram
Keyword(s):  
Consumer Behavior ◽  
Religious Commitment ◽  
Food Products ◽  
Purchase Behavior ◽  
Buying Behavior ◽  
Content Type ◽  
Study Results ◽  
Majority Population ◽  
Imported Food ◽  
Muslim Majority

Purpose The usage and preference of western imported food in a Muslim-majority state signifies its importance and relevance in a specific culture. However, the inclination and preference toward imported food products must be backed by a strong motivation, when the religion of Islam does not permit overspending yet the amount spent on such imported food products is overwhelming. Hence, the purpose of this study is to explore the motivation behind this behavior. Design/methodology/approach This is a qualitative study, and in-depth semi-structured interviews were conducted with 90 participants comprising professionals, housewives and university students from eight cities in Pakistan, which represented different regions and demographic variables. These were Karachi, Lahore, Islamabad, Peshawar, Quetta, Hyderabad, Faisalabad and Larkana. The technique used to analyze the qualitative interview findings was thematic content analysis. To confirm the results, Leximancer software Version 4.5 was used to reanalyze and validate them. Moreover, the purposive sampling method has been used in this research. Findings The findings from the qualitative-focused interviews revealed that the product attributes of packaging with attractive colors, design, size, overall quality material, taste and labeling with maximum product information influenced their purchase behavior. The vast majority reported that food products coming from the west needed to be halal, and this is an important deciding factor for purchase. Also, the level of religiosity related to western imported food buying behavior varies from city to city, which itself an interesting finding from a Muslim-majority population. Brand trust, loyalty, satisfaction, subjective norms were influential factors for Muslim consumers’ purchase behavior. Research limitations/implications This paper is qualitative in nature, and therefore, the generalizability of the study results is limited. Also, this study only focused on Muslim consumer buying behavior from a Muslim-dominated country. Practical implications This study is instrumental for western food producers and exporters, providing valuable information about the motives behind the purchase of western imported food products in Pakistan, and by extension, potentially in Muslim countries in general. The study’s findings would add value to the field of consumer behavior, in which little research has been conducted on the relationship between consumer motives in context with Muslims’ consumer behavior toward western imported food products. Social implications The presence of western imported food products may give better options for consumers so that they can pick a quality product for their own and family usage. The placement of the halal logo and extra care of halal ingredients also assures the religious and cultural requirements, enabling the western imported food products to penetrate quickly. Originality/value The findings of the qualitative-focused interviews revealed that the level of religiosity varies from city to city. Even though the core religion is Islam, the level of religious commitment varies in different cities when it comes to the purchase of western imported food products. The interview findings discovered some reasons behind this behavior such as consumer demographic profile, cultural background, income level, education, lifestyle, family background and social class. This means that demographic variation plays an important role in religious commitment and especially across cites that possess different cultural and behavioral patterns.

Studying green consumer behavior through multiple lenses in a developing country

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aradhana Vikas Gandhi
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Social Factor ◽  
Family Influence ◽  
Purchase Behavior ◽  
Social Concern ◽  
Content Type ◽  
Concurrent Study ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe study aims to explore the parameters that affect the purchase behavior of green consumers.Design/methodology/approachA mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way.FindingsWhile conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior.Practical implicationsWhile designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study.Originality/valueThe study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.

Islamic marketing and consumer behavior toward halal food purchase in Bangladesh

2019 ◽  
Vol 10 (3) ◽  
pp. 893-910 ◽  
Author(s):  
Mohammad Ali Ashraf
Keyword(s):  
Consumer Behavior ◽  
Self Efficacy ◽  
Food Marketing ◽  
Purchase Behavior ◽  
Perceived Behavioral Control ◽  
Measurement Scales ◽  
Normative Structure ◽  
Content Type ◽  
Food Purchase ◽  
Halal Food

Purpose The purpose of this paper is to examine consumer behavior toward halal food purchase in Bangladesh. Specifically, how do individual beliefs about trustworthiness of the halal food products affect individual intentions to purchases and actual purchasing behavior? Design/methodology/approach To answer this question, a theoretical framework using the theory of planned behavior (TPB) as its basis was established. Using measurement scales created to assess different aspects of trustworthiness, and perceived behavioral control and subjective norms, a survey instrument was developed to test the various relationships implied by TPB. Data were collected from the households located in the metropolitan city of Dhaka during the months of November and December 2017, and the analysis of this data helps answer questions about the different relationships of the constructs of the study. Findings The findings of the study revealed that four factors, namely, trustworthiness, attitude, normative structure and self-efficacy, significantly influence halal food purchasing. The results also demonstrated that trustworthiness of halal food is one of the most important variables of food marketing in Bangladesh. Research limitations/implications In reality, there is a serious lacking of halal food marketing particularly in Bangladesh. In this respect, this study can be a pioneer one and may have some limitations in terms of research procedures. Practical implications It is crucial for the halal food marketing and its management organizations to provide their products and services in Islamic way, because it is different from the conventional way of modern marketing. Social implications This result specifically implies that like normative structure and self-efficacy, trust in the authenticity of halal food is particularly important to influence attitude toward halal food purchase in Bangladesh. Originality/value This study is perhaps the first study in the context of Bangladesh food market that deals with the halal food purchase behavior of the consumers. In this regard, the findings of the study are important in Islamic marketing and halal food marketing.

Determinants of attitudes towards Halal products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Emiliya Ahmadova ◽  
Khatai Aliyev
Keyword(s):  
Least Squares Method ◽  
Sampling Technique ◽  
Food Products ◽  
Subjective Norms ◽  
Muslim Country ◽  
Content Type ◽  
Gender Status ◽  
Halal Food ◽  
Major Factors ◽  
The Impact

Purpose The purpose of this study is to analyze the customer attitude on Halal food products and determine major factors that affect the attitudes towards Halal food products in Azerbaijan. Within the framework of this research, theory of planned behavior was applied and influence of subjective norms, religiosity level, availability of Halal certification and health considerations on attitude toward Halal food products was measured. Design/methodology/approach Random sampling technique was used during these studies. Within the framework of current research, the local Muslim population was surveyed. The sample size for current research was 636, and specified models were estimated using Eview by applying a robust least squares method. Findings The impact of subjective norms, religiosity level and availability of Halal certification and health considerations upon consumer’s attitude is economically and statistically significant. Empirical findings show that the strength of the association between religiosity level and attitude toward Halal food products is dependent on the level of religiosity and some other factors such as age category, gender status and existence of halal certification. Practical implications As a predominantly Muslim country, exploring attitudes toward Halal food products in Azerbaijan can serve as a valuable source of information while developing Halal branding strategy in this market, i.e. insights gaining from this research will guide marketers while tailoring their marketing strategy for efficiently targeting this market. Originality/value This is the first empirical research in Azerbaijani market devoted to understanding factors that influence Halal food purchase attitude.

scholarly journals Selling, buying and eating – a synthesis study on dietary patterns across language regions in Switzerland

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katarina L. Matthes ◽  
Christine A. Zuberbuehler ◽  
Sabine Rohrmann ◽  
Christina Hartmann ◽  
Michael Siegrist ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Food Consumption ◽  
National Health ◽  
Dairy Products ◽  
Random Effect ◽  
Cross Cultural ◽  
National Study ◽  
Content Type ◽  
German Speaking ◽  
Milk And Dairy Products

PurposeCross-cultural studies on differences in eating and consumer behavior have several limitations due to differences between countries, for example, in national health policies. Switzerland combines cultural diversity between the language regions, but with a common national health policy. Therefore, Switzerland provides an ideal framework to investigate cross-cultural eating and consumer behavior. The aim of this study was to combine food consumption, purchase data and sales data to obtain a more comprehensive understanding of cultural dietary differences.Design/methodology/approachSix national Swiss studies on food consumption, one study of food sales from the largest supermarket chain in Switzerland and one national study of food purchasing were included. The estimated marginal mean of each food category in each language region was calculated using linear regression and respective linear random effect models.FindingsIn the French- and Italian-speaking regions more fish was sold, bought and consumed than in the German-speaking region of Switzerland. In contrast, in the German-speaking region, more milk and dairy products were sold, bought and consumed. Language regions explained sales, purchase and consumption of foods, but the findings were only consistent for fish and milk and dairy products.Originality/valueIf possible limitations of cross-culture studies between countries are eliminated, cultural eating and consumer differences are still visible, even in a small country like Switzerland. For the first time, the complexity of studying food consumption, purchasing and sales is shown in one study. This indicates the importance of further studies which consider these three perspectives to better understand cultural differences in eating and consumption behavior.

Investigating the impact of religious commitment on purchase of self-expressive brand products

2019 ◽  
Vol 11 (2) ◽  
pp. 320-343 ◽  
Author(s):  
Seyedeh Maryam Mirkhah ◽  
Nasser Karami
Keyword(s):  
Religious Commitment ◽  
Purchase Behavior ◽  
Primary Data ◽  
Consumer Market ◽  
Content Type ◽  
Brand Recall ◽  
And Gender ◽  
Target Consumer ◽  
The Impact ◽  
The Relationship

Purpose Brand and religion, although seemingly irrelevant, are sometimes considered as competitors in satisfying certain consumer needs. The purpose of this paper is to explore the link between religious commitment and purchase of self-expressive (SE) brand products in the context of the Iranian consumer market. Furthermore, this paper investigates the effect of religious commitment on consumers’ brand recall for Western versus local brand products. Design/methodology/approach Distributing questionnaires was used to collect primary data. Use of statistical techniques, specifically inferential and descriptive statistics were used through SPSS software. Findings Study 1 findings support that there is a strong link between religious commitment and purchase of SE brand products; the more the consumers’ religiosity, the less their preference for SE brand products. The results of Study 2 illustrate that there is no meaningful link between the religious commitment of individuals and their brand recall for Western products. Furthermore, there are key correlations between religious commitment and gender and also between brand purchase and age and brand purchase and income. Research limitations/implications The results help domestic and international marketers form a better understanding of consumers’ behavior regarding SE brand products and brand recall depending on consumers’ religious commitment. The findings also assist marketers and brand managers in designing more effective advertisements and branding strategies based on their chosen target consumer market. Originality/value Little research has examined the relationship between religiosity and its effect on the purchase of brand products; this is the first academic study analyzing the effect of commitment to Islam on purchase behavior of SE brand products in the context of the Islamic consumer market.

Basing a claim on “negatives free”: when does it serve as a quality cue?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsuan-Hsuan Ku ◽  
Yi-Ting Chang
Keyword(s):  
Consumer Behavior ◽  
Product Quality ◽  
Regulatory Focus ◽  
Design Methodology ◽  
Perceived Quality ◽  
Consumer Market ◽  
Content Type ◽  
Quality Perceptions ◽  
Product Promotion

Purpose Individuals concerned about safety comprise a significant share of the consumer market today. This paper aims to provide the results of a study on when a front-of-package (FOP) claim about “no added negatives” can serve as a quality cue. Design/methodology/approach Four between-subjects experiments examine consumers’ quality perceptions in responses to the absence-focused claims and also identifies brand parity (Studies 1a and 1b) and the associated launch of inconsistent alternatives as moderators (Study 2) and investigate the extent to which the quality signaling value of absence-focused claims varies as a function of message regulatory focus (Study 3). Findings Research shows that a unique absence-focused claim indicates product quality (Studies 1a and 1b). However, there could be a cost in terms of reduced perceived quality when adding an inconsistent alternative to a brand (Study 2). Furthermore, consumers associate greater product quality with absence-focused FOP claims if an appeal is framed as prevention-focused rather than promotion-focused benefits (Study 3). Originality/value This study advances knowledge on the effects of front-of-package claims on consumer behavior and benefits marketers in determining effective front-of-package messages for product promotion.

Do role models influence teenagers’ purchase intentions and behavior?

2000 ◽  
Vol 17 (5) ◽  
pp. 441-453 ◽  
Author(s):  
Craig A. Martin ◽  
Alan J. Bush
Keyword(s):  
Consumer Behavior ◽  
Young Adult ◽  
Role Models ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Consumer Market ◽  
And Behavior

Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the ever‐growing adolescent consumer market.

Consumer motives for purchasing organic coffee

2015 ◽  
Vol 27 (6) ◽  
pp. 1157-1180 ◽  
Author(s):  
Kyung Hee Lee ◽  
Mark A. Bonn ◽  
Meehee Cho
Keyword(s):  
Consumer Behavior ◽  
Environmental Protection ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ethical Concern ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Price Sensitivity ◽  
Content Type ◽  
Organic Coffee

Purpose – This study aims to investigate consumer choice motives for purchasing organic coffee by applying the Theory of Planned Behavior (TPB) approach and how those are influenced by different degrees of ethical concern and price sensitivity to gain a better understanding about consumer behavior related to the rapidly growing demand for this unique product. Design/methodology/approach – Data were collected from consumers at cafés (n = 482) located in seven metropolitan cities in South Korea using a self-administered questionnaire. Data were analyzed using descriptive statistics, confirmatory factor analysis and structural equation modeling. Findings – Results documented that health and environmental protection were predictors of purchase attitude and subjective norm. Environmental protection was found to be a predictor of perceived behavioral control. TPB antecedents were significantly related to purchase intention. Ethical concern and price sensitivity documented the significant moderating roles upon organic coffee purchasing behavior. Research limitations/implications – Findings further contribute to a better understanding about influential choice motives regarding organic coffee and their effect upon consumer purchase behavior. Practical implications – Findings assist in understanding the roles ethical concerns and price sensitivity play upon consumer behavior issues specific to purchasing organic coffee. New research findings assist with marketing and promoting the social benefits associated with organic coffee while also offering pricing strategies for café and restaurant businesses to optimize their organic coffee sales revenue potential. Originality/value – This study is one of the first to clarify consumer motives for purchasing organic coffee, and to ascertain whether consumer purchase attitudes and intentions regarding organic coffee are influenced by different degrees of ethical concern and price sensitivity.

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