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Religion, peculiar beliefs and luxury cars’ consumer behavior in Iran

Mohammad Hossein Forghani (Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan , Isfahan, Islamic Republic of Iran)
Ali Kazemi (Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan , Isfahan, Islamic Republic of Iran)
Bahram Ranjbarian (Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan , Isfahan, Islamic Republic of Iran)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 16 April 2019

Issue publication date: 6 June 2019

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Abstract

Purpose

Religious and peculiar beliefs are two of the factors affecting consumer behavior and may differentially affect individuals and societies. Therefore, this study aims to investigate them from the study of Iranian customers’ behavior.

Design/methodology/approach

These beliefs are sensitive issues, hence, to investigate them, the grounded theory method through 15 in-depth interviews was applied.

Findings

The results indicated that evil-eye effect, as a peculiar belief, affected the behavior of luxury cars’ consumers in the Iranian society while religion had no such effect on the consumers’ behavior, in spite of religious notions about luxury. Furthermore, the findings revealed that consumers may legitimize their inconsistent behaviors through a variety of tactics such as different interpretations of religious notions or dissembling their superstitious beliefs.

Originality/value

The present study will contribute to the literature on religion and customer behavior through taking advantage of the application of a qualitative research design. Besides, the originality of the study might be in the application of various tactics by the customers to legitimize their behaviors inconsistent with religion.

Keywords

Citation

Forghani, M.H., Kazemi, A. and Ranjbarian, B. (2019), "Religion, peculiar beliefs and luxury cars’ consumer behavior in Iran", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 673-688. https://doi.org/10.1108/JIMA-06-2018-0101

Publisher

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Emerald Publishing Limited

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