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The Effects of Following Islam in Decisions about Taboo Products
Author(s) -
Muhamad Nazlida,
Mizerski Dick
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20611
Subject(s) - taboo , islam , psychology , decree , product (mathematics) , theory of reasoned action , consumption (sociology) , social psychology , structural equation modeling , advertising , religiosity , marketing , sociology , business , political science , law , social science , philosophy , statistics , geometry , theology , mathematics
This study tests the role of consumers’ religious motivation (intrinsic and extrinsic) in their decision making regarding the consumption of a prohibited brand or product category because of a religious declaration called Fatwa. Despite numerous studies on the effects of religion in consumers’ marketplace behaviors, little is known of about consumers’ decision making under a religious ruling like Fatwa. A Fatwa is a decree issued by religious scholars for Muslim communities. A survey based on the Theory of Planned Behavior asked young adult Muslims about their responses to a brand, and two product categories that were subject to Fatwa. The data concerning the respondents’ decision making were analyzed using structural equation modeling to test hypotheses based on the available literature. The analyses found that the respondents’ motivation in following Islamic teachings had the greatest effects in their deciding to smoke, listen to contentious popular music, but was not relevant for buying the Coca Cola brand. The results are discussed in terms of the study's theoretical contributions, managerial implications, and future research.