This work was supported by the Universiti Utara Malaysia and the Business School of the University of Western Australia.
The Effects of Following Islam in Decisions about Taboo Products
Version of Record online: 25 FEB 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 4, pages 357–371, April 2013
How to Cite
Muhamad, N. and Mizerski, D. (2013), The Effects of Following Islam in Decisions about Taboo Products. Psychol. Mark., 30: 357–371. doi: 10.1002/mar.20611
- Issue online: 25 FEB 2013
- Version of Record online: 25 FEB 2013
- Universiti Utara Malaysia
- Business School of the University of Western Australia
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.