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Acculturation, religiosity, and willingness to accept Korean products among Muslim consumers: an exploratory study

Reza Ashari Nasution (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)
So Won Jeong (Department of International Business and Trade, School of Global Convergence Studies, Inha University, Incheon, South Korea)
Byoungho Ellie Jin (Department of Textile and Apparel, Technology and Management, Wilson College of Textiles, North Carolina State University, Raleigh, North Carolina, USA)
Jae-Eun Chung (Department of Consumer Science/Social Innovation Convergence Program, Sungkyunkwan University, Seoul, South Korea)
Heesoon Yang (Department of Fashion and Textiles, Sangmyung University, Seoul, South Korea)
Robert Jeyakumar Nathan (Faculty of Business, Multimedia University, Melaka, Malaysia)
Devi Arnita (School of Business and Management, Institut Teknologi Bandung, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 27 January 2023

Issue publication date: 24 November 2023

751

Abstract

Purpose

The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds.

Design/methodology/approach

Data were collected through focus group interviews with 20 Muslim respondents in Indonesia.

Findings

The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values.

Originality/value

Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.

Keywords

Acknowledgements

This work was supported by Global Research Network program through the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A2A2032769.

Citation

Nasution, R.A., Jeong, S.W., Jin, B.E., Chung, J.-E., Yang, H., Nathan, R.J. and Arnita, D. (2023), "Acculturation, religiosity, and willingness to accept Korean products among Muslim consumers: an exploratory study", Journal of Islamic Marketing, Vol. 14 No. 12, pp. 3085-3112. https://doi.org/10.1108/JIMA-01-2022-0032

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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