Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food

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dc.contributor.authorWilkins, Stephen
dc.contributor.authorMuhammad Mohsin, Butt
dc.contributor.authorShams, Farshid
dc.contributor.authorPérez, Andrea
dc.date.accessioned2023-05-09T11:44:05Z
dc.date.available2023-05-09T11:44:05Z
dc.date.issued2019
dc.description.abstractIn order to satisfy the Muslim market segment, many restaurant and fast food companies in Western countries have standardised their products by switching to halal. The purpose of this research is to discover the extent to which non-Muslim consumers in non-Muslim countries experience cognitive dissonance when they think about restaurants and fast food outlets having likely served them halal-produced food, and the extent to which these consumers intend to repurchase halal food. A quantitative survey method using structural equation modelling was adopted. Data came from a total sample of 1,097 non-Muslim consumers in Canada, Spain and the United Kingdom. Consumer religious identity and interest in animal welfare were found to significantly predict the consumer cognitive dissonance associated with unintended consumption of halal food. The full model, with religious identity, ethnic identification and interest in animal welfare as antecedents of cognitive dissonance, explained 35% of the variance in consumers’ repurchase intentions. Our findings suggest that many non-Muslims do not have a particular issue with consuming halal food, but they may react negatively if they unintentionally consume halal food and perceive that they have been deprived of information, or worse still, deliberately deceived. The research makes a number of contributions to marketing knowledge with regard to the negative spillover effects that can result from faith-based product standardisation, and the influences of consumer interest in animal welfare and deprivation of product information on consumer behaviour.en_US
dc.identifier.citationWilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019), Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food. Journal of Strategic Marketing, 27(3), 210-226.en_US
dc.identifier.issn0965-254X
dc.identifier.urihttps://bspace.buid.ac.ae/handle/1234/2248
dc.language.isoenen_US
dc.publisherTaylor and Francis
dc.relation.ispartofJournal of Strategic Marketing
dc.relation.urihttps://doi.org/10.1080/0965254X.2017.1384749
dc.subjectmarketing strategyen_US
dc.subjectproduct standardisationen_US
dc.subjectfaith-based marketingen_US
dc.subjectIslamen_US
dc.subjecthalalen_US
dc.subjectconsumer cognitive dissonanceen_US
dc.titleProduct standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal fooden_US
dc.typeArticleen_US
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