... 2025 05 12 2025 02 02 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Modest fashion Cognitive dissonance Muslim consumers Attitude–behaviour gap Fashion ethics Cultural marketing Traditionally, marketing research...

... decisions of Muslim consumers in India regarding Halal-certified products. Design/methodology/approach 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...

... Semiotic analysis Netnographic approach Brand boycott Muslim consumers For decades, consumers were perceived as passive participants in marketing exchanges, defined primarily by their purchasing power and limited ability to influence corporate narratives (Fetscherin and Heilmann, 2015...

...Joseph Kee-Ming Sia; Bronwyn P. Wood; Poh Yen Ng; Alvin Han Ming Ling Purpose The purpose of this paper, which is focused on a Muslim consumer sample’s willingness to switch from natural to cultured meat, is threefold: (1) To investigate the internal environmental locus of control ( INELOC...

... persuasive advertising efforts directed towards Muslim consumers. Furthermore, this study investigates the salience or frequency of the incorporated symbols that may or may not attract consumers. Design/methodology/approach The study uses an experimental research design to explore how Islamic symbols...

...Sardar Mohammadi; Mojtaba Ghasemi Siani; Geoff Dickson Purpose The purpose of this study was to investigate the determinants of purchase intentions for utilitarian and hedonic counterfeit sporting goods among Muslim’ consumers. The moderating effect of income and status consumption was also...

... (EPV) on attitude and repurchase intention in the Halal cosmetics context. Design/methodology/approach Considering the increasing transmission cases of the new variant of COVID-19, online questionnaires were distributed to 233 Muslim consumers in Indonesia to collect data. The hypotheses were...

...Reza Ashari Nasution; So Won Jeong; Byoungho Ellie Jin; Jae-Eun Chung; Heesoon Yang; Robert Jeyakumar Nathan; Devi Arnita Purpose The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors...

...Munazza Saeed; Zarina Waheed; Aysha Karamat Baig; Ilhaamie Abdul Ghani Azmi Purpose The purpose of this qualitative comparative study was to explore the brand-switching behavior of Muslim consumers in selected cities from Pakistan and Malaysia. Design/methodology/approach Data were collected...

..., neither for Muslim consumers in general nor for Muslim consumers with high levels of religiosity. Conversely, including an Islamic appeal has a significant negative effect on the purchase intentions of Christian consumers within the Dubai market, as well as on those consumers who did not state...

...). Research on boycotts pertaining to Muslim consumers are also mostly centered in Middle East context (Farah and Newman, 2010 ; Abosag, 2010 ; Abosag and Farah, 2014 ; Dekhil et al., 2017) or related to Middle East consumers living in Europe (Al-Hyari et al., 2012 ; Al Serhan, 2016...

... This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before. Sandikci (2011) denoted this interest among academics and marketing practitioners with the goal of understanding Muslim consumers and developing strategies...

... the influence of celebrity reactions to the transgression. From the marketing communication aspects of Islam and Muslim consumers, most of the past studies examined morality and ethics (Alam et al., 2019), celebrity credibility and influence (Suki, 2014 ; Mansour and Mohammed Elzubier Diab, 2016...

...Osama Sam Al-Kwifi; Hamid Mahmood Hamid Gelaidan; Abdulla Hamad M. A. Fetais Purpose Halal markets are rapidly growing in terms of market size and global coverage; therefore, there is a critical demand to have a deeper understanding of the consumption behavior of Muslim consumers. This study aims...

... Islam, as one of the most prominent religions worldwide, affects the consumption and purchasing choices of Muslim consumers. Design/methodology/approach A systematic literature review of published peer-reviewed articles on Islamic marketing was conducted. A comprehensive search strategy was applied...

... Restaurants Halal Muslim consumers Surrogate indicators Malaysia UK The growth of halal awareness and halal certification in the past two decades has certainly made decision-making easier for Muslim consumers. As such, the halal logo and certificate enables Muslims to make educated choices, build...

...Syed Faheem Hasan Bukhari; Frances M. Woodside; Rumman Hassan; Ayesha Latif Shaikh; Saima Hussain; Waqas Mazhar Purpose This study aims to explore whether religiosity influences consumer purchase behavior among Muslim consumers in Pakistan. Design/methodology/approach An in-depth, semi...

...Muhammad Talha Salam; Nazlida Muhamad; Vai Shiem Leong Purpose Research on Muslim consumers has increasingly highlighted the significance of measuring religiosity. However, there is an apparent lack of uniformity in measuring religiosity across literature on Muslim consumer research. This paper...

... and phenomena that focus on treating consumers as “individuals” instead of merely target markets. It consists of an inclusive approach guided by a notion that Islamic marketing debates should not merely attempt to “see” (understand) Muslim consumers or Islamic markets but to also enhance efforts to “see...

...Dessy Kurnia Sari; Dick Mizerski; Fang Liu Purpose This paper aims to investigate the motivations behind Muslim consumers’ boycotting of foreign products. The act of boycotting foreign products has become increasingly common among Muslim consumers. Products from different countries-of-origin...