Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand

Abstract

Purpose

This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role.

Design/methodology/approach

The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis.

Findings

The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages.

Research limitations/implications

This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it.

Practical implications

These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands.

Originality/value

The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

Citation

Sukhabot, S. and Jumani, Z.A. (2023), "Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand", Journal of Islamic Marketing, Vol. 14 No. 1, pp. 196-214. https://doi.org/10.1108/JIMA-05-2021-0155