Islamic marketing perspective on familial consumer practices: an integrated ethnographic approach and a reflective account of challenges and agility amid the COVID-19 pandemic

Abstract

PurposeThe aim of this paper is to propose an integrated ethnographic approach (IEA) to explore familial consumption practices from an Islamic marketing perspective. It also offers a critical reflection on the advantages of ethnographic approaches and provides guidance for future researchers.Design/methodology/approachThis ethnographic study explores the consumption practices of eight families. Through interviews, observations and documentation, the study chronicles and analyses day-to-day activities to examine how consumption practices among followers of a certain religion are influenced by their religious beliefs.FindingsEthnographies are applicable for studying sensitive topics such as religious adherence and its influence on consumption choices. Their flexibility provides researchers with the agility to continue the study despite unexpected circumstances, such as pandemics. Through this approach, the researcher was able to discover the struggles of family members between balancing their religious practices with their consumption experiences.Practical implicationsThe implications of this study suggest that researchers immerse themselves in participants’ worlds if they want to generate insights about sensitive topics. The procedures explained in this study could guide future researchers.Originality/valueThis study had the privilege of adapting an IEA during the COVID-19 pandemic, which allowed the author to obtain novel insights in such unusual circumstances and to discover the agility of ethnographic methodology in exploring religion and consumption.