The purpose of this study is to investigate the influence of artificial intelligence (AI)-driven personalized recommendations on consumer buying behavior in India’s emerging Halal market. This study specifically explores how recommendation algorithms influence the purchasing decisions of Muslim consumers in India regarding Halal-certified products.
A qualitative, thematic-based methodology was used in this study. It used semi-structured interviews with 25 Muslim consumers from diverse age groups and socioeconomic backgrounds across India. The data analysis involved Braun and Clarke’s six-phase thematic analysis framework to identify recurring themes and patterns.
The AI-driven recommendations significantly improve product visibility and convenience. However, they do not determine purchase behavior alone. Consumers also exercise agency through religious verification, trust-building mechanisms and community-based validation.
The findings of this study provide valuable insights for marketers, digital platform developers and policymakers. This study underscores the need for responsible AI development that respects religious sensibilities. This study also highlights opportunities for ethical market growth in the Halal segment that is largely underrepresented.
This research contributes to the limited body of knowledge on faith-driven consumer behavior in the context of AI. This study offers insights into how Muslim consumers balance technological influence with their religious values. This provides a fresh perspective on the responsible and inclusive application of AI in faith-based markets.
