Abstract:Purpose
Religion plays a crucial role as a sociocultural factor to assess consumer behavior. Stemming from the above, this study aims to analyze the impact of religion and ethnic concern on the purchase intention (PI) of consumers based on the theory of planned behavior.
Design/methodology/approach
The research method adopted for this study includes a meta-analysis of the extant literature for the past 20 years focusing on the relationship between religiosity and PI. Data of 24 values from 23 studies were us… Show more
“…Christian white meat consumption as an additional advantage for marketers (Kaur et al, 2022). Factors such as origin, migration and age differences can have an impact on adherence to Islamic dietary laws (Bergeaud-Blackler, 2007, p. 967, Saint-Blancat, 2004.…”
Section: Muslim Andmentioning
confidence: 99%
“…In this context, religion is an important component of subcultures (Astuti and Asih, 2021, p. 414). Religion plays an integrative role by significantly influencing the consumer’s life toward product/service purchases (Kaur et al , 2022).…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
confidence: 99%
“…This consumption pattern, which is influenced by the religious norms of Islam, has been found to be homogeneous among Muslim consumers worldwide (Bakar et al , 2013). This homogeneity in consumption serves as an additional advantage for marketers (Kaur et al , 2022). Factors such as origin, migration and age differences can have an impact on adherence to Islamic dietary laws (Bergeaud-Blackler, 2007, p. 967, Saint-Blancat, 2004, p. 235).…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
confidence: 99%
“…Although the background and status of the halal logo are rooted in religion, this concept is moving toward the parameters of contemporary marketing (Anam et al , 2018, p. 729). One of the biggest challenges that the industry faces in marketing halal products is building trust in consumers regarding the authenticity of halal products (Kaur et al , 2022). In a study conducted on Muslim consumers, it was found that consumers make purchasing decisions based on their familiarity with the products rather than by looking at the halal labels on the food.…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
Purpose
The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.
Design/methodology/approach
In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.
Findings
It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.
Research limitations/implications
This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.
Practical implications
Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.
Originality/value
This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.
“…Christian white meat consumption as an additional advantage for marketers (Kaur et al, 2022). Factors such as origin, migration and age differences can have an impact on adherence to Islamic dietary laws (Bergeaud-Blackler, 2007, p. 967, Saint-Blancat, 2004.…”
Section: Muslim Andmentioning
confidence: 99%
“…In this context, religion is an important component of subcultures (Astuti and Asih, 2021, p. 414). Religion plays an integrative role by significantly influencing the consumer’s life toward product/service purchases (Kaur et al , 2022).…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
confidence: 99%
“…This consumption pattern, which is influenced by the religious norms of Islam, has been found to be homogeneous among Muslim consumers worldwide (Bakar et al , 2013). This homogeneity in consumption serves as an additional advantage for marketers (Kaur et al , 2022). Factors such as origin, migration and age differences can have an impact on adherence to Islamic dietary laws (Bergeaud-Blackler, 2007, p. 967, Saint-Blancat, 2004, p. 235).…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
confidence: 99%
“…Although the background and status of the halal logo are rooted in religion, this concept is moving toward the parameters of contemporary marketing (Anam et al , 2018, p. 729). One of the biggest challenges that the industry faces in marketing halal products is building trust in consumers regarding the authenticity of halal products (Kaur et al , 2022). In a study conducted on Muslim consumers, it was found that consumers make purchasing decisions based on their familiarity with the products rather than by looking at the halal labels on the food.…”
Section: The Effect Of Culture and Religion On Consumer Behaviormentioning
Purpose
The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.
Design/methodology/approach
In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.
Findings
It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.
Research limitations/implications
This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.
Practical implications
Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.
Originality/value
This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.
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