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This study aims to examine the effect of Muslim consumers’ religiosity on their brand verdict regarding clothing brands, through the mediating role of decision-making style, brand status and brand attitude.

Structural equation modeling was used to analyze the data collected from 200 clothing buyers in Mashhad, one of Iran’s religious cities.

The results indicate that intrapersonal religiosity, compared to interpersonal religiosity, has a more significant effect on Muslim consumers’ decision-making styles, and different decision-making styles of Muslim consumers affect their brand verdict through brand status and brand attitude.

The research sample consists solely of respondents from the Islamic religion. Therefore, the impact of religiosity might differ among individuals from other religions, such as Christianity and Judaism.

This study’s findings are crucial for clothing brands, both national and international, that cater to the Muslim customers’ market. They need to consider the degree of religiosity when segmenting and targeting their market. This study shows that clothing brand marketers can best influence the brand verdict of Muslim consumers by targeting those with a brand-loyal decision-making style, focusing on their religious beliefs.

To achieve success in Iran’s Muslim market, marketers must consider their consumers’ religious beliefs and tailor their marketing plans accordingly. This study aims to investigate the impact of religiosity on consumer behavior toward brands in Iran’s Muslim market.

This study aims to improve the theory of planned behavior (TPB) model by incorporating electronic word of mouth (E-WOM) as a factor influencing attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC). The main goal is to study Generation Z’s intention to purchase halal cosmetics. In addition, the research examines how halal product knowledge (HPK) influences the relationships between ATT, SN, PBC and the purchase intention of halal cosmetics.

Data were collected using self-administered questionnaires from two superstores in Karachi, Pakistan, with 265 valid responses. Convergent and discriminant validity analyses were performed to ensure validity and reliability, and variable relationships were assessed using structural equation modeling.

The results revealed that EWOM significantly influences ATT, SN and PBC. ATT and PBC both significantly affect purchase intention (PI), while SN has a nonsignificant influence on PI. In addition, the study found HPK only moderates the association between ATT and PI, while moderating influence HPK does not exist in the relationship between (SN and PI) and (PBC and PI).

This study focuses on the Halal cosmetics industry in Pakistan and explicitly targets Generation Z individuals in a particular cultural environment. The aim is to examine how applying the same research design in different sectors and countries can lead to different results. In addition, the study primarily includes Gen Z consumers of halal cosmetics. Collecting data from other generational groups for future studies, such as generations X and Y, would be interesting.

This research contributes to the existing literature on halal consumption by introducing the concept of E-WOM as a factor within the TPB model. This study is particularly groundbreaking as it examines how Gen Z Pakistani Muslim consumers’ behavioral intentions toward halal cosmetic products are influenced by their HPK using the TPB model. Additionally, the paper presents an extended TPB modeling framework that could be valuable to researchers, marketers and halal experts.

This study aims to examine attitude, perceived behavioral and religiosity that influence Muslim consumers’ intention in patronizing at food premises with halal logo.

The data were collected from 450 respondents on random sampling basis. Quantitative analysis was conducted using SEM SMARTPLS version 3.3.

Based on the findings gathered using PLS analysis with n = 450, it was indicated that attitude, perceived behavioral control and religiosity significantly influence Muslim consumers’ intention on patronizing at food premise with halal logo.

The data collection for the present study was limited to the respondents in Kuala Lumpur among Muslim consumers, and limited to 450 sample sizes.

The presence of halal logo should be crucial in attracting consumers due to the comprehensive meaning it brings.

In the context of food premises, the results of the research suggest that the halal logo shown by the food premise seems to operate significantly in attracting Muslim consumers toward the food premises. Muslim consumers need to be nourished by proper Islamic teachings and have a good understanding of halal principle.

The halal logo of food premise concerns the Muslims. Muslim consumers are relying on surrogates in selecting the alternatives for packaged goods in Islamic marketing literature. However, it is little known how Muslims use indicators to select food premises when there is no halal logo.