Purpose Purchase intention of consumers depends on their perception of the extent to which his expectations will be met through the product. This issue, in the context of the products that are immediately purchased by consumer, depends on the extent of relationship in the point of sale. Packaging is one of the most significant factors influencing purchase decision in the point of sale. In this research, the purpose is evaluating the impact of using Islamic symbols in food packaging on the purchase intention of Muslim consumers. Design/methodology/approach The authors surveyed Muslim consumers through a questionnaire and analyzed the gathered data through partial least squares (PLS). Findings The findings reveal the positive impact of Islamic symbols in food packaging on purchase intention of Muslim consumers. However, this effect was confirmed regarding people with high religiosity. The findings show that religious symbol in packaging increases perceived religious symbolic-value of the product among the customers with high religiosity. Originality/value Findings of this paper help marketers that are seeking to promote their products in Islamic markets identify the importance of religious symbols and understand when and how to use these symbols in packaging.

The aim of this research is an investigation into the effect of using an Islamic symbol in food packaging through considering the effects of time pressure, and Involvement on Muslim consumers' purchase intention. The data gathered through questionnaire were processed using partial least-squares (PLS) method. Results represented positive and significant impact of Islamic symbol in food packaging on Muslim consumers' purchase intention. Also, the effects of time pressure as a moderating variable of relationship between religious symbol and purchase intention is supported. Findings showed that the more people were under time pressure, the more they showed themselves willing to shop by seeing religious symbol on packaging and their purchase intention was increased. Further data analysis also revealed that the moderating effect of Involvement of consumers was not confirmed. This highlights that Involvement of consumers relating to food had no effect on enhancement of their purchase intention in case of seeing a religious symbol. These results involve practical tips for food packaging designers and international marketers who are interested in increasing customers' interests in products and promotion of their products in Islamic markets.