Islamic symbols in food packaging and purchase intention of Muslim consumers

Abstract

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 impact of consumption value on consumer behaviour

“…As highlighted by Biswas and Roy (2015) and Lin and Huang (2012), novelty-seeking not only serves to fulfil the preservation instinct, which may be beneficial in creating a useful knowledge database, but can also improve problem-solving skills, which affects an individual's consumption of products. Moreover, it has been found that customers are more inclined to choose halal-certified products that are marketed effectively, for instance, when healthier ingredients, better packaging and more extensive product information are provided (Akbari et al, 2018;Bonne et al, 2007). Past studies have also demonstrated that consumers are more likely to search for facts and information on the production process prior to making a purchase (Biswas and Roy, 2015;Mohd Suki, 2016), particularly in the selection of halal-certified food supplies because some customers were found to seek information on the product ingredients as well as on the certification process of the relevant bodies (Talib et al, 2015).…”

“…This then further emphasizes the importance of consumer perception as one of the salient factors in determining consumer purchasing behaviour (Chen et al, 2009). Therefore, taking the literature on the significance of religious values in influencing consumer behaviour towards the purchase of halal-certified products (Ahmed et al, 2019;Akbari et al, 2018;Arsil et al, 2018) into consideration, the following hypothesis was developed: H3. The concern about halal certification significantly influences Muslim customer's choice behaviour towards halal-certified food supplies.…”

Islamic marketing: A literature review and research agenda

“…(2010) explored that consumer's use of product information source is influenced by religiosity. Religiosity also performs the role of moderating variable; for example, the relationship between environmental orientation and marketing practices, and the relationship between ego‐defensive advertisement and customer attitudes is moderated by religiosity (Adi & Adawiyah, 2018; Akbari et al., 2018; Ariffin et al., 2016; Wahyuni & Fitriani, 2017). Religiosity also performs mediating role (Mansour & Diab, 2016; Yeniaras, 2016).…”

What drives Muslim Malaysian consumers’ general attitude towards religious advertising?

“…Many marketers appear to assume that religious symbols in advertising create strong meanings in a religious society (Taylor et al , 2010). Such an assumption has led to a growing scholarly interest in how religion such as Islam is influencing consumer behaviour (Akbari et al , 2018).…”