The strange bedfellows of packaging cues and religiosity

Abou Bakar, Hiba Khan, Noor Hazarina Hashim and Richard Lee

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 1, 31-44

Abstract: Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pre-test that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to self-identity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2021.1885302 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:33:y:2023:i:1:p:31-44

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2021.1885302

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().