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Article
Publication date: 1 March 1991

M.M. Metwally

Introduction Although there is no Muslim country, at present, which can be called an Islamic economy, in the sense of following, in a strict fashion, the teachings of the

Abstract

Introduction Although there is no Muslim country, at present, which can be called an Islamic economy, in the sense of following, in a strict fashion, the teachings of the Qur'an, the traditions of Prophet Muhammad and the practices of early Muslims, a majority of Muslim consumers would seem to hold to Islamic values and views regarding the disposal of their incomes. The aim of this paper is to throw some light on the effect of this behaviour on optimal consumption of a Muslim individual. The paper is divided into three sections. Section one briefly summarises the economic behaviour of a non‐religious (rational) consumer. Section two discusses the utility function of a Muslim consumer and highlights the differences between this function and that of a non‐Muslim consumer. Section three determines the conditions of optimum consumption of a Muslim consumer.

Details

Humanomics, vol. 7 no. 3
Type: Research Article
ISSN: 0828-8666

Article
Publication date: 23 March 2012

Ili‐Salsabila Abd‐Razak and Asmat‐Nizam Abdul‐Talib

The purpose of this paper is to highlight the globality and intentionality aspects of consumer boycotts among the Muslim dominant markets around the world through the

966

Abstract

Purpose

The purpose of this paper is to highlight the globality and intentionality aspects of consumer boycotts among the Muslim dominant markets around the world through the consumer animosity perspective, to provide better understanding of the issues. Some applied and potential solutions for marketers and policy makers in dealing with the issues are also discussed.

Design/methodology/approach

The analytical definition of consumer boycotts through the consumer animosity perspective is proposed and the relevance of the discussion is considered. The relationships between the globality and intentionality attributions with animosity and consumer boycotts are assessed before strategies to deal with the issues are diagnosed. Seminal works of classic and current consumer boycotts and animosity literature are reviewed in developing the conceptual background of the paper. Further conceptual reflections are stated based on the depicted current events in the market around the world.

Findings

The conceptual discussion revealed that consumer boycotts in the Muslim dominant market and animosity are two related issues worthy being explored. The issues are of the global concern and occurred unintentionally, therefore they could stimulate unexpected outcomes for the marketers and policy makers alike. Nonetheless, several strategies in dealing with the issues are found to be effective in preventing the issues from getting worse. However, the strategies would not work for all entities in all situations. Understanding the root of the issues would be the best solution.

Research limitations/implications

The discussion is limited to conceptual background of the aspects discussed. Further empirical studies would enhance the applicability of the discussions presented.

Practical implications

In order to find strategies to deal with consumer boycotts in the Muslim dominant markets, marketers need to understand the real reason for the events to occur and demonstrate sincere understanding towards the issues. By doing so, consumer boycotts would not obstruct the progress and growth of the international business in general. Looking at the issues from the animosity perspective is a prolific attempt to understand the events.

Originality/value

The paper reveals the relationship between consumer boycotts and animosity in the Muslim dominant markets and offers understanding of the specific events occurrence. The discussion is extended to describe the events' globality and intentionality attribution assessment.

Details

Journal of Islamic Marketing, vol. 3 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 September 2022

Fazal Ur Rehman and Ali Zeb

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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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).

Practical implications

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 August 2022

Samreen Ashraf, Asmah Mansur Williams and Jeff Bray

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…

Abstract

Purpose

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.

Design/methodology/approach

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

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.

Social implications

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.

Originality/value

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.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 16 August 2022

Dina Fitrisia Septiarini, Ririn Tri Ratnasari, Marhanum Che Mohd Salleh, Sri Herianingrum and Sedianingsih

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

Abstract

Purpose

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

Design/methodology/approach

This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.

Findings

This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.

Research limitations/implications

This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.

Originality/value

This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.

Details

Journal of Islamic Accounting and Business Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0817

Keywords

Book part
Publication date: 19 December 2016

Norafni @ Farlina binti Rahim

Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal…

Abstract

Purpose

Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in the global Halal economy.

Methodology/approach

The first section will briefly describe the Halal concept in both Islamic finance and Halal industries, and the growth of both sectors in Asian countries. The second part highlights the review of Asian consumers’ perception towards Islamic finance products and Halal products.

Findings

The review found that the consumers’ perception towards the Islamic finance products and Halal products is distinctive. This is due to the diversity of Asian countries in terms of geography, religion, culture, ethnic, school of thoughts (madzahib), income per capita and government’s involvement.

Originality/value

The third part of the chapter concentrates on planning towards Halal marketing, which involves the move and future challenges in different layers of industries to gear up and strengthen the Halal economy.

Details

Advances in Islamic Finance, Marketing, and Management
Type: Book
ISBN: 978-1-78635-899-8

Keywords

Article
Publication date: 19 May 2022

Munazza Saeed, Zarina Waheed, Aysha Karamat Baig and Ilhaamie Abdul Ghani Azmi

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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.

Practical implications

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

Originality/value

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

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Book part
Publication date: 19 December 2016

Mehree Iqbal and Nabila Nisha

This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh.

Abstract

Purpose

This study aims to explore the presumed relationship between religion and purchase behavior of consumers in the context of Bangladesh.

Methodology/approach

This research is divided into two main parts. In the first one, the authors reviewed some of the most important studies relative to religion and marketing and those specifically relative to Islamic marketing. In the second part, this research shows the findings of a structured questionnaire administered to a sample of Muslim consumers currently residing in the capital city of Bangladesh – Dhaka. The questionnaire also sought to find out the respondents’ attitude towards the modern marketing tactics, in terms of the physical and visual appearance of local products, their perception of religious principles in the purchase decision and their attitude towards imported products of non-Muslim countries.

Findings

Results of this study highlight that religion often represents an essential reference point in influencing the perception and purchase behavior of consumers in the context of Bangladesh. This implies that marketing strategies based on Islamic ethics is going to be quite instrumental in order to reach out to the consumers in Muslim countries. As such, there is largely a strong positive relationship between religion and the purchase behavior of Muslim consumers.

Research limitations/implications

The lack of research on Islamic marketing limits the intensity of arguments in this study. For this reason, the literature review is not completely exhaustive. A small sample size has also been used due to time and resource constraints. Future research can be done on a bigger sample size of Bangladesh or other Islamic countries across the world. Other research avenues may include the study of Islamic marketing mix and exploring the factors that can influence non-Muslim consumers to select products and services based on Islamic ethics.

Practical implications

It is very important for businesses to introduce healthy practices in countries like Bangladesh and this can be rightly achieved through the use of Islamic marketing. Furthermore, the use of Islamic ethics in marketing strategies can eventually influence the religious perception of consumers and make them loyal towards any brands, products, and services in the context of Bangladesh.

Originality/value

The chapter draws attention to Bangladesh as one of the potential markets where the concept of Islamic market mechanism can be established. It also highlights the challenges that global marketers can face with Islamic marketing in Muslim countries like Bangladesh. Besides, it is the only study to date that focuses upon the relationship of religion, marketing, and consumer behavior for consumer products of the manufacturing industry.

Details

Advances in Islamic Finance, Marketing, and Management
Type: Book
ISBN: 978-1-78635-899-8

Keywords

Article
Publication date: 10 March 2022

Farah Syahida Firdaus, Ridho Bramulya Ikhsan and Yudi Fernando

This paper aims to model Muslim consumers' purchase behaviour that predicts the impacts of behavioural factors of spirituality, emotional value, image, trust and…

Abstract

Purpose

This paper aims to model Muslim consumers' purchase behaviour that predicts the impacts of behavioural factors of spirituality, emotional value, image, trust and satisfaction on Halal-labelled food products. The model was used among Muslim consumers in Indonesia and France.

Design/methodology/approach

A survey was conducted among Indonesian and French Muslim consumers who had bought Halal-labelled food products. The model was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (PLS-MGA) to test specific differences between sample groups.

Findings

All proposed hypotheses were accepted, except for the trust in purchasing behaviour. It was not significantly different in the two sample groups. The linkage from image to purchasing behaviour was not significantly related to the French sample group, and emotional value did not influence Halal-labelled food product purchase behaviour in the Indonesian sample group. The MGA results found a significant difference in spirituality, emotional value image and trust among Indonesian and French Muslim consumers.

Practical implications

The guarantee of Halal food through a Halal label can fulfil the spirituality of Muslim consumers in carrying out Allah’s (SWT) command to consume Halal food, creating a product image, trust, satisfaction and emotional value that encourages positive buying behaviour. The finding shows that Muslim spirituality has extended the Islamic marketing literature to predict Muslim consumer behaviour. The company can emphasise in advertisements that the Halal-certified logo reflects the quality of products.

Originality/value

To the best of the authors’ knowledge, this research is among the early study empirically confirming that spirituality and emotional value are critical domains to predict purchase behaviour between two different groups of Indonesian and French Muslim consumers.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 3 February 2022

Ririn Tri Ratnasari, Anniza Citra Prajasari and Salina Kassim

This study aims to analyze the role of religious knowledge level in influencing customers’ brand association and purchase intention of luxury cars by focusing on the

Abstract

Purpose

This study aims to analyze the role of religious knowledge level in influencing customers’ brand association and purchase intention of luxury cars by focusing on the Indonesian context and taking the Lexus brand as a case in point.

Design/methodology/approach

A sample of 159 respondents was taken from a population of Muslim consumers who live in Java province, Indonesia, and who have not had Lexus luxury car but have had other cars before. Using a quantitative research approach on primary data collected in several cities in Indonesia, the study adopts the partial least square as a method of analysis.

Findings

The study shows that brand association positively and significantly influences Muslim consumers’ attitudes on luxury cars, in this case, the Lexus brand. More importantly, the level of religious knowledge among Muslim consumers is shown to significantly weaken the influence of consumer attitudes toward purchase intention on luxury cars. The study also shows that brand association has a significant influence on Muslim consumers’ purchase intention on luxury cars.

Research limitations/implications

This study only explores the consumers’ perceptions based on their income levels. Further details of the consumers when making purchases of the luxury cars are not being considered; this includes who the decision-maker is, gender and education level.

Practical implications

There are several important implications that come from this study, especially on the risk of after-sales that will be experienced by luxury car owners, in this case, the Lexus brand. Luxury car manufacturers should show and highlight different characters in representing each variant or each type, to be more reflective of the intention and personalities of consumers who purchase luxury cars and not only to show the impression of owning the luxury cars.

Social implications

There are also social implications of this research where although middle- and high-income consumers do not always intend to buy luxury cars due to the role of religiosity that directs the Muslim consumers to evaluate whether it is really necessary to buy the luxury cars.

Originality/value

There has been a gap in the literature in assessing the role of religious knowledge level in affecting brand association as well as purchase intention, especially from a quantitative research approach and particularly focusing on the Indonesian context. This study including in responsible consumption as a good customer, which is one of Sustainable Development Goals items.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

1 – 10 of over 4000