Consumer perception of Halal products: An empirical assessment among Sunni versus Shiite Muslim consumers

Abstract

Purpose

The purpose of this study is to empirically investigate the effects of religiosity level, ethnocentrism, subjective norms, product judgment and trust in Halal food products on the consumer intention to purchase a Muslim (manufactured in a majority Muslim country) versus a foreign (manufactured in a majority non-Muslim country) product available on the Lebanese market across the two main Muslim sects, namely, Sunnism and Shiism.

Design/methodology/approach

The study used a quantitative survey that was administered to a proportionate stratified sample of 607 respondents from the two sects.

Findings

The results indicate that Sunni consumers indicate a greater trust in judgment of and willingness to buy foreign Halal products compared to their Shiite counterparts, while Shiite consumers display a greater trust in judgment of and willingness to buy Muslim products. Moreover, religiosity, ethnocentrism, subjective norms, brand trust and product judgment have been found to significantly influence consumer purchase intention.

Practical implications

The study results exhibit that religious sect plays a key role in consumer purchase intention, which encourages decision makers and marketers to pursue identity, awareness and communication strategies while targeting Muslim consumers of both sects.

Originality/value

Muslim consumers’ perception of Halal products is a sorely under-researched area of study with minimal empirical data supporting such studies. The results of this study offer some insight into consumer behavior differences between members of the two sects.

Citation

Farah, M.F. (2021), "Consumer perception of Halal products: An empirical assessment among Sunni versus Shiite Muslim consumers", Journal of Islamic Marketing, Vol. 12 No. 2, pp. 280-301. https://doi.org/10.1108/JIMA-09-2019-0191