“…Consumer and customer behaviour are the most widely researched areas in IM literature. Researchers approached customer and consumer behaviour research from various perspectives—from focusing on the role of religiosity on consumer behaviour (Ashraf, 2019; Diandri, 2019; El‐Bassiouny, 2016; Ihtiyar, 2019; Uysal & Okumuş, 2019), customer loyalty (Wahyuni & Fitriani, 2017; Zainudin et al., 2018), behaviour of non‐Muslim customers (Diandri, 2019; Misnan et al., 2018; Wilkins et al., 2019), to focusing on the halal status of consumer purchase (Ireland, 2011). Various factors, such as—religiosity, subjective norms, and ethnocentrism influence the buying and consumption behaviour of consumers.…”