Handbook of Islamic Marketing
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Handbook of Islamic Marketing

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.
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Chapter 9: The Impact of Islam on Food Shopping and Consumption Patterns of Muslim Households

Hayiel Hino


Hayiel Hino INTRODUCTION Religion is a significant force in the lives of many communities and plays an influential role in shaping individuals’ way of life (Delener, 1994; Pettinger et al., 2004). Religious influence often takes two forms (Harrell, 1986): the first is through the direct effect of religious codes of conduct on personal choice; the second is indirect, relating to religion’s influence on attitude and value formation (Bailey and Sood, 1993). A household’s consumption system is one area in which both forms are prominent. Studies that have investigated the impact of religion on consumption and purchasing decisions of various consumer groups have found that, indeed, religion plays a critical role in consumers’ attitudes and behavior (Asp, 1999; Hino, 2010; Just et al., 2007; Mennell et al., 1992; Mullen et al., 2000; Musaiger, 1993; Shatenstein and Ghadirian, 1997; Steenkamp, 1993; Steptoe and Pollard, 1995; Swanson, 1996). Yet research on this topic has been sparse. The sporadic studies that do deal with the influence of religion on consumer behavior report significant differences in shopping and consumption patterns between religious groups (Delener, 1994; Essoo and Dibb, 2004; Mokhlis, 2006), as well as within religious groups – among more and less religious consumers (Choi, 2010; Just et al., 2007; Kaynak and Kara, 2002; Lindrege, 2005; McDaniel and Burnett, 1990). It should also be noted that interpretations of both ‘religious affiliation’ and ‘religiosity’ often vary from country to country and beyond that, within social contexts (Essoo and Dibb 2004; Sood and Nasu, 1995). High levels of...

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