Tajamul Islam and Uma Chandrasekaran
This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.
Abstract
Purpose
This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.
Design/methodology/approach
A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and post hoc tests were used to test the proposed hypotheses.
Findings
The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India.
Research limitations/implications
The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations.
Practical implications
This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers.
Originality/value
Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.
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Tajamul Islam and Uma Chandrasekaran
This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer…
Abstract
Purpose
This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer values in the relationship between religiosity and CDMS among young Indian Muslim consumers.
Design/methodology/approach
Data were collected from 487 young Muslim consumers across three states of India through a survey using a structured questionnaire. The data were analysed by using the techniques of exploratory factor analysis and structural equation modelling.
Findings
Religiosity negatively influenced novelty-fashion consciousness and brand consciousness decision making styles. Religiosity was found to have a significant positive relationship with the “interests of collectivities (IOC)” values and a significant negative relationship with the “interests of individual (IOI)” values. The results indicate that both “IOI” values and “IOC” values mediated the relationship between religiosity and novelty-fashion consciousness and brand consciousness.
Originality/value
The results of the study provide vital insights regarding the relationship between religiosity, values and CDMS. It provides insights about the consumption behaviour of young Muslim consumers of India who have not been studied as a consumer group.
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Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in…
Abstract
Purpose
Islamic finance and Halal product sectors are thriving successfully. This chapter is a general review of the perception of Asian consumers on Islamic finance and Halal sectors in the global Halal economy.
Methodology/approach
The first section will briefly describe the Halal concept in both Islamic finance and Halal industries, and the growth of both sectors in Asian countries. The second part highlights the review of Asian consumers’ perception towards Islamic finance products and Halal products.
Findings
The review found that the consumers’ perception towards the Islamic finance products and Halal products is distinctive. This is due to the diversity of Asian countries in terms of geography, religion, culture, ethnic, school of thoughts (madzahib), income per capita and government’s involvement.
Originality/value
The third part of the chapter concentrates on planning towards Halal marketing, which involves the move and future challenges in different layers of industries to gear up and strengthen the Halal economy.
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Prida Ariani Ambar Astuti, Antonius Widi Hardianto, M. Sarofi Sahrul Romadhon and Roel P. Hangsing
This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular…
Abstract
Purpose
This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular television programs in Indonesia.
Design/methodology/approach
This study used a descriptive qualitative method by collecting data using in-depth interviews, observation and documentation.
Findings
TV9 Nusantara used a counter-programming strategy to seize viewers from the competing television stations; the prime time is also set differently from other televisions as well as implements a head-sterling strategy to make the audiences loyal to watching TV9 Nusantara programs and not switch the channels.
Research limitations/implications
In Indonesia, three types of television stations are broadcast nationally, publicly or government-owned, central and regional and local television. This study only focused on local television stations whose main program is religious, especially Islam.
Practical implications
The results of this study can underline the importance of establishing segmentation, targets, differentiation and market positioning as well as efforts to create products, prices, places and promotions for journalistic products, especially TV broadcast products and production processes that follow Sharia principles.
Social implications
This study can inform the public regarding TV Broadcasting products and production processes following Sharia principles.
Originality/value
This study examined the implementation of marketing strategies and the marketing mix on local television, especially television that broadcasts programs that are not the favorites of most viewers.