Journal of Islamic Marketing

Fauzi, Muhammad Ashraf

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2021-0299

This study aims to review relevant studies concerning consumer purchase of halal-certified products. A total of 35 studies related to the consumer purchasing behavior of halal-certified products in top-tier journals have been identified according to the recommended systematic literature review methodology.Design/methodology/approachA systematic literature review approach was implemented to examine, summarize and finally interpret the relevant research stream pertaining to consumer purchase of halal-certified products.FindingsThere are five research streams extracted from this systematic review, halal study context, theories adapted, covariance-based-structural equation modeling (SEM) vs partial least square-SEM, Muslim vs nonMuslim consumer and role of religiosity. Despite the growing interest in the quantitative approach in consumer purchase behavior in halal-certified products, scholars in halal consumer studies must have a greater extent of work. These include incorporating diverse theories in the framework, an advanced SEM approach, and relevant determinants to capture consumer purchasing of halal-certified products in the highly anticipated and profitable Muslim market.Research limitations/implicationsFindings would help researchers in halal studies to consider and contemplate critical issues, according to the research stream presented in this review.Originality/valueTo the best of the authors’ knowledge, this study is the first review of quantitative studies on consumer purchases of halal-certified products.

Qureshi, Muhammad Asif; Khaskheli, Asadullah; Qureshi, Jawaid Ahmed; Raza, Syed Ali; Khan, Komal Akram

2023 Journal of Islamic Marketing

doi: 10.1108/jima-06-2020-0174

An individual’s standard of living is profoundly affected by industrialization and technology’s continuous revolution. At present, the environment is uncontrollable and global warming is increasing. Therefore, there is a need to protect the earth immediately as the lives of all creatures are at risk. The purpose of this paper is to determine the factors related to green purchase behavior (GPB) by incorporating religious values (RGV) as a moderator. Moreover, the moderating role of RGV has been incorporated so that the importance of RGV in the life of millennials can be examined.Design/methodology/approachSmart partial least square (PLS) has been used for data analysis, and PLS-structural equation modeling has been used to assess measurement and structural models.FindingsThe findings reveal that environmental concern, environmental knowledge and green perceived value positively and significantly affect attitude and subjective norm (SN). Moreover, attitudes toward the purchase of green products and SNs also show a positive and significant relationship with green purchase intention (GPI). In addition, GPI is also positively and significantly associated with GPB. However, green brand knowledge portrays a positive but insignificant relationship with attitude and SN. Finally, RGV does not strengthen the relationship between intention and behavior.Originality/valueReligion is a strong predictor of individual behavior as people are emotionally connected with Islam’s teachings. Therefore, the study provides a unique contribution by adding RGV as a moderator in the model of TRA. Also, the authors targeted the specific generation, i.e. millennials, so that millennials’ behavior can be identified as it covers Pakistan’s large population. Also, millennials are the people who are more involved in decision-making.

Suandi, Edi; Herri, Herri; Yulihasri, Yulihasri; Syafrizal, Syafrizal

2023 Journal of Islamic Marketing

doi: 10.1108/jima-07-2021-0225

This paper aims to investigate the influence of Islamic marketing ethics and convergence marketing on competitive advantage and bank performance.Design/methodology/approachThis study is based on a survey of 204 Indonesian branch managers from the Islamic banking industry. Results were produced with the partial least square approach.FindingsResults revealed that Islamic marketing ethics and convergence marketing have sufficient confidence to have significant influences on competitive advantage, producing a positive association with a competitive advantage. However, Islamic marketing ethics and convergence marketing did not influence bank performance directly. Competitive advantage positively mediated the relationship. Furthermore, organizational digital literacy did not moderate the relationship between convergence marketing and bank performance.Research limitations/implicationsThis study contributes to the conceptualization of convergence marketing and the identification of its effects on competitive advantage and bank performance. The identification of convergence marketing in this dissertation contains dimensions of mobile, security, foreign currency, holistic and interactivity as different aspects from the steps of Islamic banks to digitize their services to the internet in a single application. The results also indicate that convergence marketing does not have a direct effect on bank performance but has an indirect effect through competitive advantage. Convergence marketing must first create a bank advantage over its competitors to have a good effect on bank performance.Practical implicationsThis study offers many opportunities for Islamic bank marketers to improve performance. Many Islamic banks currently do not implement Islamic marketing ethics consistently and thoroughly. The results of this study encourage Islamic banks by showing that the more intensive and consistent they are in implementing Islamic marketing ethics, the better their competitive advantage and the higher the performance. This effort can be done in various ways, such as offering tariffs/ratios of services transparently to customers, not exaggerating the benefits of the products offered to distort customer expectations, building brands that can strengthen customer confidence in Islamic banks and only offering products and services with high-quality standards.Limitation and future researchThis study uses a sample of Islamic banking so that it is still limited to certain types of banks. Future research needs to conduct model testing in different contexts such as conventional banking. In addition, further research needs to use the capabilities or capabilities of bank IT as a moderator in the effect of convergence marketing on bank performance. Future research also needs to control for more variables and use a scale that is more complex than the binary scale (for example, the percentage of share ownership or territory in the scope of the province or district/city).Originality/valueThis research views the Islamic bank competitiveness through the lenses of Islamic ethical theory and convergence marketing theory.

Rahim, Norafni @ Farlina; Bakri, Mohammed Hariri; Fianto, Bayu Arie; Zainal, Nurazilah; Hussein Al Shami, Samer Ali

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2020-0279

This study aims to examine the results of structural equation modelling in applying unified theory of acceptance and use of technology in adopting Islamic Fintech among millennials in Malaysia via measurement and structural models.Design/methodology/approachA total of 418 valid responses have been obtained from Malaysians who are using Islamic Fintech. Before the data is analysed into measurement and structural modelling preliminary analysis such as common method bias has been conducted.FindingsAll the requirements for model fit in this study have been achieved. Four exogenous constructs are performance expectancy, effort expectancy, social influence and facilitating condition. The mediating construct is behavioural intention, whereas the endogenous variable is user adoption. All exogenous constructs show significant p-values except for effort expectancy.Practical implicationsThis study offers important implications, specifically for the digital economy that is currently making its way throughout every aspect of human life, namely, social, religious, financial transaction, entertainment and others. The impact of the digital economy can be traced through the emergence of Fintech. The adoption of Islamic Fintech is one of the least discussed areas academically, therefore, this study is considered necessary to explore the prediction of consumer behaviour in Islamic Fintech adoption as a part of the digital economy in Malaysia.Originality/valueThis study fills the perceived gap in the existing financial technology literature by assessing Islamic financial technology adoption via measurement and structural modelling.

Bhutto, Muhammad Yaseen; Ertz, Myriam; Soomro, Yasir Ali; Khan, Mussadiq Ali Ali; Ali, Waheed

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2021-0295

The purpose of this study is to develop an extended theory of planned behavior (TPB) model by adding religious commitment (RC) and self-efficacy as internal variables and investigating the effect of these variables on attitudes toward halal cosmetics. In addition, this study also examined the moderating role of halal literacy in the relationships between attitudes (ATT), subjective norms (SN), perceived behavioral control (PBC) and intentions to purchase halal cosmetics.Design/methodology/approachThe method of data collection used was self-administered surveys with customers in two stores in Karachi, Pakistan, yielding 267 valid questionnaires. To guarantee validity and reliability, convergent and discriminant validity analyses were conducted, and structural equation modeling was advanced to assess the relationships between variables using smart partial least squares 3.0 software. The interaction moderation technique has been used to examine the moderating effect of halal literacy on the purchase intention (PI) of halal cosmetics.FindingsThe results show that RC and self-efficacy both significantly impact the attitudes of Gen Y. Normative beliefs also had a significant relationship with SN. Further, ATT and SN had a significant relationship with PI of halal cosmetics, while PBC was nonsignificant. Furthermore, halal literacy is found to have a positive moderating influence on ATT and PI, and SN and PI. Finally, the moderating effect of halal literacy does not exist in the relationship between PBC and PI.Research limitations/implicationsParticipants’ characteristics should vary for future studies, and larger sample sizes may yield different results. It is critical for managers working in the cosmetic industry to monitor Muslim consumption patterns to develop strategies to reach Muslim consumers. This study reveals the effect of RC, self-efficacy and the moderating role of halal literacy on the behavioral attitudes of a booming market sector, which can guide marketing managers in developing more effective advertising campaigns.Originality/valueThis paper contributes to the halal consumption literature by exploring RC and self-efficacy as constructs for the very first time in the TPB model. To the best of the authors’ knowledge, this study is the first to explore the influence of halal literacy on Gen Y Pakistani Muslim consumer behavioral intention toward halal cosmetic products using the TPB model. The paper offers an extended TPB model framework that may be of interest to scholars, marketers and policymakers.

Abbaspour, Ferdos; Soltani, Sanaz; Tham, Aaron

2023 Journal of Islamic Marketing

doi: 10.1108/jima-01-2022-0028

This paper aims to examine whether medical tourism can be a frontrunner in terms of post-pandemic recovery for the industryDesign/methodology/approachA mixed-method analysis of 17 interviews and 210 questionnaires involving medical tourists to Iran was applied.FindingsMedical tourists perceived the risks posed by COVID-19 as a temporal one, and attitudes toward post pandemic visitation intentions remained strong. In addition, these tourists can mostly be classified into responsive individuals, who demonstrate not only high risk but also high efficacy levels to negotiate the threats posed by the pandemic. No gender differences were located between male and female medical tourists in terms of post-COVID-19 travel intentions to Iran.Originality/valueThis research extends the application of the risk perception attitude framework to a medical tourism context. Furthermore, medical tourists are uncovered as another segment of crisis-resistant tourists.

Aji, Hendy Mustiko; Muslichah, Istyakara

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2021-0316

Most donation-related studies have extensively examined in-group donation behavior, but it is difficult to find similar studies that consider donations to out-group members. This study aims to understand online cross-religion donation during COVID-19 in Indonesia.Design/methodology/approachThe online questionnaire is distributed using the purposive and snowball sampling technique. From July to August 2021, 753 respondents are obtained, comprising Muslims, Catholics, Christians, Hindus, Buddhists and Confucian.FindingsThis study found that online cross-religion dona tion is strongly influenced by the social presence, trust in fundraiser and empathy. Interestingly, this study also reveals a partial mediation effect of trust in fundraiser and empathy in the relationship between social presence and online cross-religion donation. Future studies are encouraged to investigate and explore how care for others may affect online prosocial behavior.Originality/valueThis study provides two theoretical contributions. First, this study empirically evinced that charitable donation is blind to religious belief. Second, it promotes the mediating role of empathy and trust in fundraisers to improve online cross-religion donation.

Alhothali, Ghada Talat; Mavondo, Felix; Elgammal, Islam

2023 Journal of Islamic Marketing

doi: 10.1108/jima-09-2021-0312

In recent days, there has been an increasing interest towards achieving sustainable tourism objectives globally and specifically in Saudi Arabia. The benefits can be maximized if the government is successful in attracting current pilgrims and influence their future intention to revisit the country as tourists. Hence, the purpose of this paper is to measure pilgrims’ revisit intentions to understand more about the possibility of their potential contribution towards the Saudi tourism and hospitality industry in the evolving circumstances.Design/methodology/approachThis paper uses configuration theory to identify the “ideal” type of the pilgrims and compares this to the rest to establish if they differ and if that difference matters. Data were collected from 278 visitors to the Holy Mosque in Makkah, Saudi Arabia, to perform Umrah.FindingsThe findings show that a large deviation from the “ideal pilgrim” is negatively related to revisiting intentions and dissemination of positive word of mouth (PWOM).Research limitations/implicationsThe development of profiles gives a better understanding of organizations or people across several dimensions looked at holistically. Fundamental to the theory is that there are only a limited number of configurations that achieve optimal performance (however defined).Originality/valueThe analytical approach adopted in this paper leads to achieving verbal and statistical correspondence in tests of “gestalts”. The interest is in establishing whether this difference matters to intentions to revisit and providing PWOM.

Saeed, Munazza; Waheed, Zarina; Baig, Aysha Karamat; Azmi, Ilhaamie Abdul Ghani

2023 Journal of Islamic Marketing

doi: 10.1108/jima-11-2019-0229

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/approachData were collected through interviews which were conducted with 30 participants including universities (5), shopping malls (5) and restaurant locations (5) of each country. The constant comparative analysis was used to analyze the data.FindingsResults revealed that a demonstration of awareness of American brands, their image and perceived quality causes Muslim consumers to switch away from American brands to non-American brands. In addition, this study also showed that the certain reasons compel consumers to stay with American brands.Practical implicationsThe findings are helpful for American brands in reconsidering their strategies while segmenting the Muslim consumers as target market.Originality/valueThis is the first paper of its kind to explore Muslim consumer brand-switching behavior by using a qualitative method.

Sadallah, Mouad; Abdul-Jabbar, Hijattulah; Aziz, Saliza Abdul

2023 Journal of Islamic Marketing

doi: 10.1108/jima-11-2021-0366

This paper aims to explore the perception of business owners’ on zakat compliance by examining the influence of intention to pay zakat, attitude, subjective norm, perceived behavioural controls and past behaviour.Design/methodology/approachA total of 575 self-administered questionnaires were distributed to active business owners in Algeria. The data were analysed using variance-based structural modelling (PLS-SEM) to examine the hypothesised relationships.FindingsThe results revealed that the relationships between attitude, subjective norm and perceived behavioural controls were positive and significant with the intention to comply with zakat, which significantly influences the compliance behaviour of zakat.Research limitations/implicationsIn a country like Algeria with a high poverty rate, the current findings would benefit authorities in understanding zakat compliance and assist zakat administration in formulating and implementing strategies to promote compliance.Originality/valueThe present research extends the existing zakat knowledge from behavioural perspectives by using the extended theory of planned behaviour. In addition, it considers the mediating role of intention demonstrated in the zakat compliance setting.

Shamsudheen, Shinaj Valangattil; Mahomed, Ziyaad; Muneeza, Aishath

2023 Journal of Islamic Marketing

doi: 10.1108/jima-07-2021-0235

This study aims to examine the impact of information overload (referred to as the saddling effect in this study) of underlying contracts on the sales performance of the salesforce at takaful institutions with special reference to addressing the heterogeneous effect among distribution channels.Design/methodology/approachA total of 311 samples were collected from the sales professionals of the takaful industry in Malaysia using a purposive sampling technique and the empirical analysis was conducted with the measures of model fit and bootstrapping technique using partial least square structural equation modeling and multi-group analysis.FindingsEmpirical results indicate that the saddling effect of the underlying contracts is evident among salesforce and the magnitude of the impact was found to be heterogeneous between the groups of salesforces in different distribution channels.Practical implicationsFindings recommend respective authorities of takaful institutions to intensify capacity building for their salesforce, particularly in the area of shariah knowledge and nature of underlying Islamic contracts used in the takaful products. A significant heterogeneous effect between distribution channels suggests that the actions and policy formulations should be diverse between the salesforce at different distribution channels and higher attention should be catered for the salesforce at the direct selling channel.Originality/valueThe increased information expectation (i.e. underlying contract knowledge) on takaful salesforce and its impact on their sales performance have not been documented before. The increase in information may create a burdening effect or what is referred to in this study as the information or knowledge “saddling effect.” If a saddling effect is identified, this may be a formidable reason for the slowing growth of the takaful industry in the respective market. It is expected that the outcome of this study would assist not only to fill the gap in the literature of personnel selling in the takaful industry but also will assist the takaful institutions in formulating appropriate policies for tackling the issue of the saddling effect of underlying contracts.