Title: The halal purchasing behaviour, a sign of religious excessiveness?

Authors: Sedki Karoui; Romdhane Khemakhem

Addresses: Institute of Higher Business Studies of Sfax, Road of Sidi Mansour Km 10, 3061, Sfax City Suburb, Tunisia ' Institute of Higher Business Studies of Sfax, Road of Sidi Mansour Km 10, 3061, Sfax City Suburb, Tunisia

Abstract: The place which takes the halal market into the economic circuit has rapidly grown, raising interest to discover which secrets are behind. A thorough literature review has revealed a dominant trend within, explaining the halal buying behaviour by mainly referencing to religious fervour. However, this idea has been recently questioned by some voices. Based upon empirical study, this paper aims to access the strength of the relationship between the Islamic religiosity and the intention to buy halal goods. Religiosity effect was statistically compared with a number of non-purely religious influences such as Islamism, identity, hedonism and nostalgia. Findings revealed that both symbolism and intrinsic wellbeing can play an important role within the halal market, predicting the halal purchasing behaviour even better than the Islamic religiosity. These results confirm the new research trend which urges marketers to view the Islamic consumption as a multidimensional entity.

Keywords: halal consumption; Islamic religiosity; symbolic consumption; ethical hedonism; nostalgia.

DOI: 10.1504/IJIMB.2020.114387

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.4, pp.258 - 279

Received: 08 Aug 2020
Accepted: 12 Oct 2020
Published online: 20 Apr 2021 *

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