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Religiously permissible consumption: The influence of the halal label on product perceptions depending on the centrality of religiosity

Dominika Maison (Faculty of Psychology, University of Warsaw, Warsaw, Poland)
Marta Marchlewska (Institute of Psychology, Polish Academy of Sciences, Warsaw, Poland)
Rizqy Amelia Zein (Department of Personality and Social Psychology, Airlangga University, Surabaya, Indonesia)
Dewi Syarifah (Department of Industrial and Organizational Psychology, Airlangga University, Surabaya, Indonesia)
Herison Purba (Department of Industrial and Organizational Psychology, Airlangga University, Surabaya, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 May 2019

Issue publication date: 10 September 2019

741

Abstract

Purpose

The purpose of this paper is to investigate the influence of the halal label on product perceptions among Muslims high (vs low) in the centrality of their religion.

Design/methodology/approach

It was hypothesized that a halal label would predict positive product perceptions, especially among those Muslims who scored high in the Centrality of Religiosity Scale (CRS). The study was conducted among 187 Muslims in Indonesia, a country in which Islam is the dominant religion. We used an experimental design where two products (cake and energy drink), with (n = 85) or without (n = 102) the halal label (depending on the experimental condition), were displayed. The participants were randomly assigned to the research conditions. Following product exposure, the participants evaluated products on perception scales (e.g. tasty, healthy). Finally, the centrality of religiosity (moderator variable) was measured.

Findings

The results of the analysis showed that the halal label increased positive product perceptions among those Muslims who scored high in the CRS. A similar pattern of results was obtained for both products (cake and energy drink), though the described effect was even more pronounced in the case of the energy drink.

Originality/value

Results shed light on the role of religiosity in consumption, especially in consumers’ responses to the halal label.

Keywords

Acknowledgements

Funding. This project was supported by the Faculty of Psychology at the University of Warsaw (decision number BST 0181400-21) and by the Faculty of Psychology at the Airlangga University (decision number 714/UN3.1.9/KD/2016).

Originality. This data set was also used by Maison et al. (2018). However, these authors focussed on a different set of variables. Maison, D.A., Marchlewska, M., Syarifah, D., Zein, R.A. and Purba, H. (2018), “Explicit versus implicit “halal” information: Influence of the halal label and the country-of-origin information on product perceptions in Indonesia”, Frontiers in Psychology, Vol. 9. doi:10.3389/fpsyg.2018.00382.

Conflict of Interest. The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Citation

Maison, D., Marchlewska, M., Zein, R.A., Syarifah, D. and Purba, H. (2019), "Religiously permissible consumption: The influence of the halal label on product perceptions depending on the centrality of religiosity", Journal of Islamic Marketing, Vol. 10 No. 3, pp. 948-960. https://doi.org/10.1108/JIMA-07-2018-0119

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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