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Consumer perception of Halal products

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dc.contributor.author Farah, Maya F.
dc.date.accessioned 2020-03-06T13:42:38Z
dc.date.available 2020-03-06T13:42:38Z
dc.date.copyright 2020 en_US
dc.identifier.issn 1759-0833 en_US
dc.identifier.uri http://hdl.handle.net/10725/11837
dc.description.abstract Purpose The purpose of this study is to empirically investigate the effects of religiosity level, ethnocentrism, subjective norms, product judgment and trust in Halal food products on the consumer intention to purchase a Muslim (manufactured in a majority Muslim country) versus a foreign (manufactured in a majority non-Muslim country) product available on the Lebanese market across the two main Muslim sects, namely, Sunnism and Shiism. Design/methodology/approach The study used a quantitative survey that was administered to a proportionate stratified sample of 607 respondents from the two sects. Findings The results indicate that Sunni consumers indicate a greater trust in judgment of and willingness to buy foreign Halal products compared to their Shiite counterparts, while Shiite consumers display a greater trust in judgment of and willingness to buy Muslim products. Moreover, religiosity, ethnocentrism, subjective norms, brand trust and product judgment have been found to significantly influence consumer purchase intention. Practical implications The study results exhibit that religious sect plays a key role in consumer purchase intention, which encourages decision makers and marketers to pursue identity, awareness and communication strategies while targeting Muslim consumers of both sects. Originality/value Muslim consumers’ perception of Halal products is a sorely under-researched area of study with minimal empirical data supporting such studies. The results of this study offer some insight into consumer behavior differences between members of the two sects. en_US
dc.language.iso en en_US
dc.title Consumer perception of Halal products en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle an empirical assessment among Sunni versus Shiite Muslim consumers en_US
dc.author.school SOB en_US
dc.author.idnumber 199705300 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Journal of Islamic Marketing en_US
dc.keywords Ethnocentrism en_US
dc.keywords The Muslim consumer en_US
dc.keywords Trust en_US
dc.keywords Willingness to buy en_US
dc.keywords Halal market en_US
dc.keywords Product judgement en_US
dc.identifier.doi https://doi.org/10.1108/JIMA-09-2019-0191 en_US
dc.identifier.ctation Farah, M.F. (2020) Consumer perception of Halal products: an emperical assessment among Sunni versus Shiite Muslim consumers. Journal of Islamic Marketing. en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/JIMA-09-2019-0191/full/html#loginreload en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US


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