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This paper aims to review 69 studies related to Muslim consumer behavior and determine the relationship between these topics and Islamic rationality. In addition, this paper elaborates on Al-Ghazali’s Islamic rationality model.

A text analytics approach is used to map 69 studies on Muslim consumer behavior. In addition, the historical-critical and inductive approach is used to identify Muslim scholars’ concepts and opinions regarding Islamic rationality, especially Al-Ghazali.

This study confirms that Muslim consumer behavior is in line with the concept of Islamic rationality proposed by Al-Ghazali. This is evidenced by a strong awareness of Islamic morals and values, which fosters a high commitment to halal products.

The findings of this study will provide essential benefits in the development of Islamic rationality theory, which can then be used as an alternative in explaining Muslim consumer behavior and also can be used as a reference for stakeholders in the industry to mainstream halalfication on products offered in the Muslim market.

The value of originality in this study lies in identifying the relation between Islamic rationality and Muslim consumer behavior, and this effort was confirmed through 69 selected studies related to Muslim consumer behavior.

This study aims to examine the impact of social advertising (informative, entertainment, credibility, ease of use, privacy and contents) on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan along with the moderating role of brand image. Precisely, it focuses on the marketing techniques and strategies in social advertising to enhance buying behavior.

Using the convenience sampling technique, data was collected from 304 Muslim consumers during the Holy Month of Ramadan. Questionnaires were self-administered, and data was analyzed via Smart partial least square structural equation modeling.

Social advertising (informative, entertainment, credibility, privacy, ease of use, contents) and brand image have a positive relationship with the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan, while the brand image has nonmoderating effects. Furthermore, social advertising has a positive and significant relationship with the brand image.

This study is only limited to fashion clothing brands in the Malaysian Muslim community and is based only on the few dimensions of the theory of reasoned action and technology acceptance model (TAM).

Results clarified the impact of social advertising and brand image on the buying behavior of Muslim consumers toward the fashion clothing brands during the Holy Month of Ramadan and the moderating role of brand image in achieving the business objectives.

This study has evaluated the effects of social advertising and brand image in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan toward the fashion clothing brands along with the moderating role of brand image based on the theory of reasoned action and TAM model. Precisely, this study examined the unique characteristics of social advertising and the relative importance of informative, entertainment, credibility, ease of use, privacy and content in enhancing the buying behavior of Muslim consumers during the Holy Month of Ramadan, where consumers are emotionally involved in buying fashion clothing brands due to Eid al Fitr celebration.

The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia.

Data were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.

Results revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.

The findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.

This is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.

The purpose of this study to examine the factors that encourage/inhibit Muslim behavior in buying halal-certified food (HCF), based on two theories, the knowledge-attitude-behavior model and the attitude-behavior-context model; and study the impact of trust and perceived risk on Muslim behavior in buying HCF, and their role in moderating the relationship between halal awareness and religious commitment with Muslim behavior in buying HCF.

The research population target is Muslims aged 18 years or older who reside in Greater Jakarta and have purchased certified halal food at least once in the past month. The survey method is a self-administered survey using a purposive sampling technique. The online survey has been successful in getting 283 Muslim respondents. In analyzing the causal relationship and hypothesis testing, this research uses the partial least square – structural equation model.

This study reveals several results: attitude, halal awareness, religious commitment, trust and perceived risk have a significant influence on the frequency of Muslims buying HCF. Attitude mediates the impact of halal awareness, religious commitment and trust on the frequency of Muslims buying HCF; perceived risk and trust moderate the relationship between religious commitment and the frequency of Muslims buying HCF.

Research on halal food is still limited, including in Indonesia. Meanwhile, the study explores the actual behavior of consumers, particularly in a certified halal food context, which is still rare in the existing literature. At the same time, the intention-behavior gap can lead to wrong decisions. Furthermore, this study also studies how Muslims feel when they consume foods that are not certified as halal. Research like this has an immense opportunity to be developed because not many have been developed.

The Muslim population is growing at twice the non-Muslim rate and forecast to represent over 25% of the global population by 2030. The Muslim fashion market is predicted to be worth $311bn globally by 2024. This market is currently not well understood or served. This study aims to present new insights into the fashion consumption opinions, attitudes and behaviours of female Muslim consumers through the lens of consumer culture focusing on Muslim identity.

An inductive qualitative method was adopted comprising 23 in-depth semi-structured interviews from respondents of seven ethnicities residing in the UK. Data were coded using a thematic approach.

Findings highlight the effect of Muslim identity on fashion consumption. Data demonstrates the importance of fashion for Muslim women despite the potential conflict between Islamic principles and public image. Respondents were conscious that their fashion behaviours were consistent with their identity; however, concerns were raised around limited choice and availability. Religiosity and family context/background were highlighted as key influences.

Findings provide clear guidance, enabling fashion brands to most effectively serve this substantial and rapidly growing market. It is important that Muslim women are able to engage fully with fashion trends, satisfying their will to fit in with both their religion and their wider community.

This qualitative research provides depth of understanding of consumer motivations and attitudes and a multi-ethnic perspective which is lacking from previous studies that have adopted quantitative and single nationality approaches.

The aim of this research is to explore how religiosity (RG) could influence the Islamic apparel brand personality (IABP) dimensions, and to determine the degree to which IABP, attitude (ATT), subjective norms (SN) and purchase intention (PI) are influenced by RG. In addition, this research attempts to investigate the significant relationship between IABP and the components of the theory of planned behavior in the apparel industry in Egypt.

This research adopts a quantitative research method to provide insights relating to relationships between variables. The research data were collected through a conducted survey of Muslim females in Egypt. A convenience nonprobability sampling technique for data collection was used. To achieve the research purposes, confirmatory factor analyses, reliability and validity tests and structural equation modeling were adopted.

The research results show that RG has a positive significant relationship with ATT, SN and PI of Islamic apparel. Moreover, it was that only ATT has a positive significant influence over the PI of Islamic apparel unlike SN and Perceived behavioral control (PBC). Results also found that there is a positive relationship between IABP with ATT and SN. However, the relationship between RG and IABP was not statistically supported.

The research provides practical implications for brand managers, designers and producers in the Islamic apparel sector on how to increase PIs by extending IABP as well as for Egyptian policymakers. The practical implications include the possible approaches that stakeholders of Islamic apparel brands need to address while promoting, and this will influence marketing strategies in general and branding specifically.

This study extends our understanding of consumers’ Islamic apparel purchasing intentions using TPB to determine its rationale. Unlike other studies, this study operated RG and IABP to assess their influence on Islamic apparel PI in Egypt.

The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.

The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.

The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.

Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.

This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds.

Data were collected through focus group interviews with 20 Muslim respondents in Indonesia.

The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values.

Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.

This present study aims to investigate the mediating effect of halal label perceived importance (HPI) on buying intention (BI) of small and medium enterprises (SME) food products in a Muslim-majority environment by involving attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC) as the antecedents.

A self-administered survey was conducted with 437 Muslim respondents who shop at an SME shopping center. Subsequently, the structural equation modeling technique was used to test the hypotheses.

The findings showed that ATT and PBC significantly influence the BI of halal-labeled food products. On the other hand, HPI partially mediates the relationship between ATT, PBC and BI.

The results provided insights that SME actors will be benefited from selling halal-labeled products as the label amplifies Muslim consumers’ BI. Moreover, the government must intensify the halal campaign to strengthen public awareness and social pressure on purchasing halal-labeled brands.

As SMEs are the major contributor to the national economy, this sector’s business growth will benefit the Indonesian people. Moreover, as the most Muslim-populated country, halal product development will contribute significantly to the whole national economy.

This study provides empirical evidence on the halal labeling mediation role in the relationship between consumer motivation and halal buying intention in a major Muslim setting.

This paper aims to examine existing literature on halal food consumption from the perspective of consumer behaviour research. It identifies progress, current state and gaps and provides direction for future research to advance the field.

This paper reviewed papers from 2007 to 2023 using Scopus and WOS databases. The review used the Theories–Context–Characteristics–Methods (TCCM) framework and followed the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) protocol.

The review summarises the methods, theory and approaches used in the topic and presents key findings and a proposed framework. It can guide future researchers in developing their models, making it a valuable starting point for future research. Despite the existence of SRL in halal food to the best of the authors’ knowledge, this work is the first review that proposes a model for halal food in consumer behaviour.

This review provides a twofold contribution. First, this review's theoretical contribution is advancing consumer behaviour literature on halal food. Second, this work's practical contribution is to enrich practitioners' understanding of the antecedents of consumer behaviour regarding halal food. This is the first review proposing a consumer behaviour model for Halal food. It makes a theoretical contribution to understanding consumer behaviour on Halal food and provides practical insights for practitioners.