Factors affecting the Islamic purchasing behavior – a qualitative study
PurposeThis study aims to better understand the Islamic consumption incentives because the spectacular flourishing of the halal market in different places around the world has grown the interest in understanding and deciphering the mechanisms behind its development.Design/methodology/approachThrough an exploratory study of some Tunisia-based Islamic groups’ purchasing behavior, this paper investigates factors leading to the purchasing ofhalalgoods (Islamic consumption).FindingsFindings show that the Islamic consumer is more of an Islamist than simply a Muslim. In addition, findings show thathalalconsumption is not merely related to religious affiliations but also the product of numerous cultural, social and psychological factors.Originality/valueIn addition to Islamism and Islamic activism, this paper puts in evidence the role of some post-structural factors such as identity, nostalgia and hedonism in relation to the buying intention ofhalalproducts and services.