To read this content please select one of the options below:

Factors affecting the Islamic purchasing behavior – a qualitative study

Sedki Karoui (Faculty of Economy and Management Sciences of Sfax, Sfax, Tunisia)
Romdhane Khemakhem (Institution of Higher Business Studies of Sfax, Sfax, Tunisia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 8 May 2019

Issue publication date: 21 October 2019

1530

Abstract

Purpose

This study aims to better understand the Islamic consumption incentives because the spectacular flourishing of the halal market in different places around the world has grown the interest in understanding and deciphering the mechanisms behind its development.

Design/methodology/approach

Through an exploratory study of some Tunisia-based Islamic groups’ purchasing behavior, this paper investigates factors leading to the purchasing of halal goods (Islamic consumption).

Findings

Findings show that the Islamic consumer is more of an Islamist than simply a Muslim. In addition, findings show that halal consumption is not merely related to religious affiliations but also the product of numerous cultural, social and psychological factors.

Originality/value

In addition to Islamism and Islamic activism, this paper puts in evidence the role of some post-structural factors such as identity, nostalgia and hedonism in relation to the buying intention of halal products and services.

Keywords

Citation

Karoui, S. and Khemakhem, R. (2019), "Factors affecting the Islamic purchasing behavior – a qualitative study", Journal of Islamic Marketing, Vol. 10 No. 4, pp. 1104-1127. https://doi.org/10.1108/JIMA-12-2017-0145

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles