Islamic symbols in food packaging and purchase intention of Muslim consumers

Abstract

PurposePurchase intention of consumers depends on their perception of the extent to which his expectations will be met through the product. This issue, in the context of the products that are immediately purchased by consumer, depends on the extent of relationship in the point of sale. Packaging is one of the most significant factors influencing purchase decision in the point of sale. In this research, the purpose is evaluating the impact of using Islamic symbols in food packaging on the purchase intention of Muslim consumers.Design/methodology/approachThe authors surveyed Muslim consumers through a questionnaire and analyzed the gathered data through partial least squares (PLS).FindingsThe findings reveal the positive impact of Islamic symbols in food packaging on purchase intention of Muslim consumers. However, this effect was confirmed regarding people with high religiosity. The findings show that religious symbol in packaging increases perceived religious symbolic-value of the product among the customers with high religiosity.Originality/valueFindings of this paper help marketers that are seeking to promote their products in Islamic markets identify the importance of religious symbols and understand when and how to use these symbols in packaging.