Islamic marketing and consumer behaviour: a systematic literature review

Abstract

Purpose The purpose of this study is to systematically review the existing literature on Islamic marketing and its major impacts on consumer behaviours. In addition, this study seeks to shed light on global trends and dynamics beyond Islamic marketing and how Islam, as one of the most prominent religions worldwide, affects the consumption and purchasing choices of Muslim consumers. Design/methodology/approach A systematic literature review of published peer-reviewed articles on Islamic marketing was conducted. A comprehensive search strategy was applied on different databases, including Google Scholar, JSTOR, ScienceDirect, MUSE and Directory of Open Access Journals, and the retrieved articles were then selected from 14 leading journals published between 2010 and 2018. Findings Islam as a religion has been found to impact the ethical beliefs and behaviours of Muslim consumers from different countries, as well as consumers’ choice of services and some taboo products on the basis of Islamic Shariah law. The results show that Islamic marketing has a significant impact on the characteristics of Muslim consumers and therefore affects their key choices about certain products and services. Research limitations/implications The studies included in this review are extensively based on peer-reviewed articles published in high-ranked marketing journals (A* and A in the Australian Business Deans Council list), which may be perceived as a limitation in the present study. Another limitation is that this study only took into account peer-reviewed articles written in English. Practical implications The important relationship between Islam and the heterogeneous Muslim consumer will have a considerable practical implication for companies that explore the marketing supply capacity in the Islamic world. The authors hereby expect the current review to significantly impact the identification of methodologies for the main trends in the academic analysis of Islamic marketing and Islamic consumer behaviour. Originality/value This review provides a strong contribution to Islamic marketing literature by recommending the need to integrate the Islamic practices related to consumer consumption of goods and services in studies focused on consumer behaviour analysis.

The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity

“…More so in recent years, multiple researchers have extended their professionalism to understand the travelling impressions of this demographic as culturally embedded tourists, in view of brand equity, cultural transparency, religious proximity in marketed offerings and level of cultural-related proficiencies (Abulibdeh and Zaidan, 2017;Alserhan et al, 2018;Battour and Ismail, 2016;Eid and El-Gohary, 2015;Mannaa, 2019;Nurdiansyah, 2018;Shafaei, 2017). Patronized on religious guidance, the importance of "Halal" certifications, as well as Quran symbolic, has not been overlooked towards influencing the intentions, further behaviours and loyalty within this segment (Mohd Suki and Abang Salleh, 2018;Abang Salleh and Mohd Suki, 2019;Floren et al, 2019). Yet, while other external factors, with the like of risk perceptions and marketed channels remained crucial determinants towards destination selections among Muslim travellers (Rahmafitria and Misran, 2018;Setiawan, Trisdyani, Adnyana, Adnyana, Wiweka and Wulandani, 2018); understanding the difference between Muslim and non-Muslim Effects of service innovation components travellers has not been well explored (Sandikci, 2011), as to its regulatory potential above the landscape of service innovation.…”

Peran Citra Destinasi dan Perilaku Konsumen dalam Mempengaruhi Keputusan Konsumen dalam Memilih Destinasi Halal

“…Wisatawan atau calon wisatawan lebih memberi perhatian pada faktor-faktor lain di luar citra destinasi dan juga dimensi perilaku konsumen tersebut. Pengaruh yang negatif ini diperkuat oleh pernyataan Floren et al( 2020), yaitu meskipun religiusitas telah terbukti memiliki efek dominan yang jelas pada perilaku konsumen, interpretasi norma agama di antara konsumen tidak benar-benar kaku.…”

Pemahaman Peranan Pemasaran Islam Dalam Menghadapi Masa Pandemi Covid 19 Pada Pengusaha Muslim di Indonesia

“…Hasil penelitian menunjukkan bahwa pemasaran Islam memiliki pengaruh yang signifikan terhadap karakteristik konsumen muslim dan oleh karena itu mempengaruhi pilihan utama mereka tentang produk dan layanan tertentu [13]. Konsumen muslim merasa nyaman dan percaya pada produkproduk yang ditawarkan atau dipromosikan dengan cara-cara pemasaran Islam, kepercayaan dikalangan konsumen muslim akan terbentuk dan minat untuk membeli produk, barang atau jasa semakin besar dan dapat menjadi konsumen tatap, bahkan akan memberikan ulasan yang positif sehingga dapat memberikan keuntungan bagi produsen dan penjual.…”