How do Muslim consumers arrive at halal purchase decisions in online food consumption context?

Tareq Rasul, Charles Jebarajakirthy, M Ashaduzzaman

Research output: Contribution to conferenceConference paperpeer-review

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.
Original languageEnglish
Pages72-75
Publication statusPublished - 2018
Event20th Australia and New Zealand Marketing Academy Conference (ANZMAC): Connect. Engage. Transform. - University of Adelaide, Adelaide, Australia
Duration: 3 Dec 20185 Dec 2018
Conference number: 20
https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202018%20Proceedings.pdf

Conference

Conference20th Australia and New Zealand Marketing Academy Conference (ANZMAC)
Abbreviated titleANZMAC
Country/TerritoryAustralia
CityAdelaide
Period3/12/185/12/18
OtherISBN: 9781877040658
Internet address

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