Abstract
Just like any other religious groups, Muslim consumers increasingly buy food online. Although purchase decision making around Halal food is known in conventional brick-and-mortar store environment, not much is known about Muslim consumers’ purchase behaviour of Halal foods in online context. The purpose of this study is therefore to explore how Muslim consumers meet their
Halal expectations when purchasing food online. Adopting a qualitative phenomenological approach, 15 in-depth interviews were conducted with Muslim consumers in Australia who regularly purchase food online. The prominent themes emerged from the qualitative analysis included “Islamic values”, “sources of food items” and “publicly available information” which are the prominent ways for
Muslim consumers to meet their Halal expectations in online context. These findings contribute to the food marketing, retailing and religious marketing literature particularly in online shopping context, and suggest some insightful managerial implications for grocery retailers, food marketers and fast-food retailers serving Muslim consumers.
Halal expectations when purchasing food online. Adopting a qualitative phenomenological approach, 15 in-depth interviews were conducted with Muslim consumers in Australia who regularly purchase food online. The prominent themes emerged from the qualitative analysis included “Islamic values”, “sources of food items” and “publicly available information” which are the prominent ways for
Muslim consumers to meet their Halal expectations in online context. These findings contribute to the food marketing, retailing and religious marketing literature particularly in online shopping context, and suggest some insightful managerial implications for grocery retailers, food marketers and fast-food retailers serving Muslim consumers.
Original language | English |
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Pages | 72-75 |
Publication status | Published - 2018 |
Event | 20th Australia and New Zealand Marketing Academy Conference (ANZMAC): Connect. Engage. Transform. - University of Adelaide, Adelaide, Australia Duration: 3 Dec 2018 → 5 Dec 2018 Conference number: 20 https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202018%20Proceedings.pdf |
Conference
Conference | 20th Australia and New Zealand Marketing Academy Conference (ANZMAC) |
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Abbreviated title | ANZMAC |
Country/Territory | Australia |
City | Adelaide |
Period | 3/12/18 → 5/12/18 |
Other | ISBN: 9781877040658 |
Internet address |