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This study aims to propose a new construct – prodigality and develop a measurement scale to support the construct.

Combining the paradigms of Churchill, Malhotra and Birks, the item generation and content validity yielded the development of a modified scale. Three main steps in assessment of the scale: dimensional structure, reliability and validity led to the development of a prodigality scale. A total of 32 items were generated, through assessing Qur’anic verses that are related to Muslim consumption patterns linked to in Islam.

In total, 23 items remained after content validity. A pre-test using exploratory factor analysis on the 23-item scale created a two-factor scale. According to extracted validity and reliability scores, prodigality scale was statistically supported. A pool of nine items is proposed for the eventual measurement of the prodigality.

The proposed measurement scale warrants further exploratory study. Future research should assess the validity across different Muslim geographies and Islamic schools of thought and practice.

Prodigality is proposed as a new construct that focuses primarily on the Qur’an and seeks to achieve relevance and acceptance by both Sunni and Shia denominations. The measurement scale is believed to extend the existing body of literature and contribute new knowledge on Muslim consumption.

The purpose of this paper is to analyze the challenges and opportunities of the luxury market in Iran as an Islamic country. The focus is on religion as a factor that can make some challenges for luxury products, and then to find opportunities or similarities in Muslim markets due to the luxury consumption.

As it is a literature review article, the authors used past research works and compared different perspectives that exist about the topic.

It was concluded that although implementing a market-oriented culture is central to the marketers’ success, it is not right to just focus on religion as a separating factor that can isolate the Muslim’s market. It was suggested to change one's viewpoint and analyze the market with a broader vision that can bring innovative ideas and also find similarities and differentiations between Islamic luxury markets with non-Islamic luxury markets.

Muslim consumers have a huge purchasing power in countries such as Egypt, Iran, India, Malaysia, Morocco, Turkey, Saudi Arabia and South Africa. However, there is limited academic literature addressing luxury products in the context of these markets. Luxury purchase motivation is predominantly based on Western thoughts and markets. As Iran as a Muslim country can be an appropriate target market of luxury goods, analyzing the challenges and opportunities can be a useful guide to be successful in this market.

The purpose of this paper is to bring together the thoughts and opinions of key members of the Journal of Islamic Marketing's (JIMA) Editorial Team, regarding the recently branded phenomenon of Islamic marketing – in the interests of stimulating further erudition.

The authors adopted an “eagle eye” method to investigate this phenomenon: Where attempts were made to frame general principles and observations; alongside a swooping view of key anecdotal observations – in order to ground and enrich the study. The authors participated in an iterative process when analysing longitudinal and contemporary phenomenological data, in order to arrive at a consensus. This was grounded in: triangulating individual and collective researcher findings; critiquing relevant published material; and reflecting upon known reviewed manuscripts submitted to marketing publications – both successful and unsuccessful.

The authors assert that a key milestone in the study and practice of marketing, branding, consumer behaviour and consumption in connection with Islam and Muslims is the emergence of research wherein the terms “Islamic marketing” and “Islamic branding” have evolved – of which JIMA is also a by‐product. Some have construed Islam marketing/branding as merely a niche area. Given the size of Muslim populations globally and the critical importance of understanding Islam in the context of business and practices with local, regional and international ramifications, scholarship on Islamic marketing has become essential. Western commerce and scholarship has been conducted to a limited extent, and some evidence exists that research is occurring globally. The authors believe it is vital for “Islamic marketing” scholarship to move beyond simply raising the flag of “Brand Islam” and the consideration of Muslim geographies to a point where Islam – as a way of life, a system of beliefs and practices, and religious and social imperatives – is amply explored.

An “eagle eye” view has been taken, which balances big picture and grassroots conceptual findings. The topic is complex – and so while diverse expert opinions are cited, coverage of many issues is necessarily brief, due to space constraints.

Scholars and practitioners alike should find the thoughts contained in the paper of significant interest. Ultimately, scholarship of Islam's influences on marketing theory and practice should lead to results which have pragmatic implications, just as research on Islamic banking and finance has.

The paper appears to be the first to bring together such a diverse set of expert opinions within one body of work, and one that provides a forum for experts to reflect and comment on peers' views, through iteration. Also the term Crescent marketing is introduced to highlight how critical cultural factors are, which shape perceptions and Islamic practises.

The purpose of this study is to investigate the influence of religious values (RGV) on green purchase intention (GPI) among middle-class Muslims in Malaysia. The demand for environmentally green products is growing to facilitate the changing consumption pattern due to the substantial interest in ethical consumerism. Despite the potential impact of RGV on ethical consumption, it is difficult to find studies that embark on linking RGV towards this type of consumption, especially in a developing Muslim country such as Malaysia.

Data were collected through a self-administered questionnaire survey that was distributed using the purposive sampling method. The final useful sample consists of 140 middle-class Muslim participants. The partial least squares (PLS) structural equation was used to develop the model showing the relationship between RGV and intention to purchase green products for middle-class Muslims in Malaysia.

The results suggest that there is an indirect association between RGV towards attitude and GPI. RGV directly influence natural environmental orientation and environmental concern. In turn, consumer attitude towards green purchase directly affects the respondents’ GPI via the mediator role of nature orientation, green concern and knowledge. The results, besides indicating the suitability of the PLS in statistical analysis, also contribute to a better understanding of how RGV influence GPI among the Muslim middle class.

The model developed is specific to the Muslim population in Malaysia. Therefore, the model might only be able to be generalized to nations that have a similar culture to the Muslims in Malaysia or Muslim middle class in other developing countries.

RGV are important in influencing green consumption behaviour. The environmental problem cannot just be solved with knowledge and technology but must be backed with moral and ethical imperatives. The ethical awareness and consciousness, backed up by legislation and prohibition, can encourage green behaviour not only from the individuals but also at the social group level. The enforcement of the law and the government play an important role in the implementation of green policies for the protection and conservation of mother Earth.

This paper confirmed that behaviour is influenced by individual-level attributes, as well as by the conditions under which people live.

This paper explores the role of Zakah in social cause marketing. Academic literature on Islamic economics, finance and management mostly deals with the links that exists between Zakah and consumption, neglecting important and strategic links with social cause marketing. This paper emanated from need to outline social cause and the charitable role of Zakah in promoting Halal businesses, poverty alleviation and sustainable development. Most works in the field of Zakah did not foresee the role of marketing. This is a misjudgement, as this work showed that Zakah yields large and measurable social gains to help the society and a firm.

Secondary sources were used in writing this paper. Available literature in the form of journals, books, manuals and reports was referred to. As a conceptual work, the paper does not test hypothesis or pretends to provide empirical evidences. It uses mathematical economics in arriving at some of the conclusions. Findings were derived through deductions and critical discourses, not through crunching of primary data.

The paper shows how Zakah, Halal consumption and corporate social responsibility are connected and highlights the role of Zakah as a social marketing tool. It shows how Zakah affects consumption through marginal propensity of Zakah recipients who spend Zakah money on basic needs.

The paper looks at the broad aspects of Zakah and social marketing. How to make Zakah a pillar of Islamic firms’ social cause programs shall be the focus of future academic works in this area.

The paper is unique in drawing attention of Islamic firms to the effectiveness of Zakah in building a corporate image. It draws the attention of firms, activists, academics and governments to functions of Zakah that have not been studied in depth.

This paper aims to investigate the consumption and actual purchase behaviour of Malaysian food consumers who have experienced of buying imported food and to compare the differences between two groups, Muslim and non-Muslim.

This study collected data from the imported food buyers in Malaysia using a self-administered questionnaire. A total of 435 usable responses were used for further analysis. To identify the Malaysian consumers’ imported food consumption, exploratory factor analysis was used. A t-test and χ² test were applied to compare the difference of consumer groups between Muslim and non-Muslims.

The results have found the determinants of imported food purchasing of both Muslim and non-Muslim consumers and the most perceived quality aspects related to their food lifestyles. Malaysian consumers, regardless of religion, are most affected by the intrinsic factors like nutrients, health functionality and freshness. Muslim consumers also mostly perceive taste as a quality aspect regarding to their food lifestyles.

This study provides a number of potentially important and valuable resources for the manufacturer or exporters seeking to enter the Malaysian food market. Imported food into Malaysia should adopt the customised strategies through the products emphasising health benefits and tastes to achieve maximum marketing results.

This paper contributes important information about imported food consumption of Malaysian consumers. Therefore, it will be useful for food manufacturers or exporters from in particular non-Muslim countries to understand Muslim consumers’ perception and purchasing behaviour towards imported food.

Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims to explore the influence of using the Halal logo on Muslim consumers’ attitudes toward food products using the neuroscience technology of functional magnetic resonance imaging (fMRI).

The theory of planned behavior represents the foundation of this research, where consumer attitudes during an fMRI experiment were evaluated based on two different groups of images: images of just the Halal logo and images of meat labeled with the Halal logo. The study used the blocked design approach to track brain responses produced from displaying the two groups of images to study participants, where brain activity represents participants’ attitudes toward selecting the products.

There were no significant variations in brain activity when participants viewed Halal and non-Halal logos; in contrast, there were significant brain changes in the ventromedial prefrontal cortex region when meat images were labeled with Halal and non-Halal logos. This suggests that the Halal logo only has an influence on perception when it co-occurs with a product.

Tracking Muslim consumption patterns is important for managers to be able to establish strategies to target Muslim consumers. This study uses a unique technique to study the behavioral attitude of a rapidly growing market segment, which can help marketing managers tailor their advertisement strategies to be more effective.

Previous research on the consumption of Halal products uses conventional approaches to study the influence of the Halal logo; however, to the best of the authors’ knowledge, this study is the first to explore the influence of the Halal logo on Muslim consumers’ attitudes using fMRI technology.

With a fast-growing Muslim population and consumer income, the demand for halal products by Chinese Muslims has expanded strongly. However, literature addressing Chinese Muslims’ consumption is limited, and their demand for halal products is little understood. This study aims to investigate what affects Chinese Muslims’ demand for halal products, with a focus on halal personal care products.

A survey of 500 respondents was conducted to collect cross-sectional data in northwest China. Data were processed and analysed with a logit model.

Apart from faithfulness, reliability of recommendations, product price, product availability and halal authenticity are most important determinants influencing the purchase of halal products by Chinese Muslims.

In this study, the focus is only on Muslims from China’s Northwest. Due to various constraints, the cluster and convenience sampling methods are used.

The findings are invaluable for governments and industry bodies to form policies to better meet the burgeoning demand for halal products by Chinese Muslims. They are also very invaluable for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries like China.

Studies on understanding the needs of Muslims in non-Muslim countries are limited. Given the sheer size of the Muslim population in China, understanding their demand for halal products and influential determinants concerning such demand adds to the literature and helps the industry to better serve and capitalise on the growing market.

The purpose of this paper is to develop a method to understand the predictors of hijab fashion consciousness and consumption. Muslim women in developing countries have evolved from living a traditional to a modern lifestyle, as more women become more educated, work and earn their own money. As modern sophisticated Muslim women, they have transformed themselves in the way they dress and don their hijab while adhering to the Shariah-compliant dress code. As a result, hijab fashion among hijabistas “Muslim women who wear fashionable outfits with matching fashionable headscarves” is flourishing.

Data were collected using questionnaires distributed to Muslim women who visited the Kuala Lumpur International Hijab Fashion Fair 2014 using the convenience sampling method. A total of 345 final useable data were used for data analysis using SmartPLS.

Results show that dressing style, fashion motivation, fashion uniqueness and sources of fashion knowledge positively influence fashion consciousness and indirectly influence hijab fashion consumption.

Results of this paper will provide insights to the people involved in the fashion industry, such as designers, retailers and marketers, to understand the hijabista market segment. Practitioners can design proper hijab fashion products that are Shariah-compliant to capture the segment of Muslim women with proper marketing strategies.

The fashion of Muslim women, particularly the hijab fashion, has received little attention in the fashion literature. This paper hopes to provide new insights to relevant researchers and industries.

Islam plays a powerful symbolic and cultural role in the constitution of consumer preferences, especially in Muslim countries. To quantitatively study this role in the consumption patterns of Muslim consumers we need a suitable scale for religiosity. However, the existing scales of religiosity have been developed primarily for Christian/Jewish respondents and cannot provide valid results for Muslim consumers. This study aims to address these challenges by re-conceptualizing the religiosity construct for Muslims and conducting an exploratory study to generate an initial scale.

This paper initialized the scale development exercise with a systematic review of the existing Islamic literature to ensure that we use Islamic categories to build the scale. Once the authors had a large pool of items, they consulted experts on Shariah (Islamic law) to evaluate these items for clarity, face and content validity. Next, they conducted five focus groups to (a) determine if they had covered the full terrain of Muslim religiosity; (b) identify if the items correspond with the actual experiences of the target respondents; and (c) ensure linguistic compatibility. This was followed by administering an exploratory survey designed to test psychometric properties of the new scale and to analyze the underlying dimensionality of the inventory of items.

To extract a manageable number of latent dimensions in the survey data, an exploratory factor analysis (EFA) procedure was conducted. This resulted in the extraction of five different factors which were named as Mu’amalat_societal ethics, Roshan Khayali (enlightened moderation), Ibadaat (prayers), Mu’amalat_societal laws, Azeemat (a state exhibiting scrupulous faithfulness) and Mu’amalat_business dealings. There is a divide between Ibadaat (individual and collective worship) and Muamlaat (social relations) that emerged in the data from the cluster analysis procedure.

Religion can be an important part of decision-making of a typical consumer. This paper proposes a new scale for Muslims to tap into their religiosity, as existing scales are not embedded in the Islamic literature. This study also distinguishes Muslim religiosity from its Western counterpart and thus helps in clarifying the Muslim religiosity construct.