Study
Innovation & MarketsRecentStrong effect

Religiosity Significantly Moderates Halal Product Purchase Decisions

Consumer religiosity plays a crucial role in influencing their purchasing decisions for halal products, acting as a significant moderator between brand awareness, purchasing habits, and the final decision.

PSU Research Review · 2023

01

Key Findings

  • 01Halal brand awareness positively affects halal product purchasing decisions.
  • 02Purchasing habit positively affects halal product purchasing decisions.
  • 03Religiosity significantly moderates the relationship between halal brand awareness and purchasing decisions.
  • 04Religiosity significantly moderates the relationship between purchasing habit and purchasing decisions.
02

Application

Design takeaway

Brands targeting the halal market should not only focus on product features and awareness but also on understanding and integrating the role of religiosity into their consumer engagement strategies.

How to apply

When designing marketing strategies for products with religious or ethical considerations, segment your audience based on their level of adherence to those values and tailor messaging accordingly.

Project actions

  • 01When researching consumer behaviour, consider demographic and psychographic factors beyond basic needs.
  • 02Ensure your research methodology can capture moderating effects if you suspect certain variables influence others.
03

Method & Evidence

AimTo investigate how religiosity moderates the relationship between halal brand awareness and purchasing habits on the decision to buy halal products.
MethodQuantitative research employing descriptive and moderated regression analysis.
ProcedureData was collected from business owners in North Sumatera, Indonesia, using a cross-sectional survey. Statistical analyses were performed to test the hypothesized relationships.
Sample197 participants
ContextConsumer behaviour in the halal product market, Indonesia.

Variables

IV["Halal brand awareness","Habit towards purchasing halal products"]
DVPurchasing decisions of halal products
CV["Demographics of respondents","Geographic location (North Sumatera, Indonesia)"]
04

Strengths & Limitations

Strengths

  • +Employs quantitative methods for statistical analysis, allowing for objective measurement of relationships.
  • +Identifies a significant moderating variable (religiosity) that adds depth to understanding consumer behaviour.

Limitations

Generalizing findings from one cultural context (Indonesia) to others may be inappropriate. The study's focus on business owners might not reflect broader consumer trends.

Reliability & validity

The use of moderated regression analysis provides a robust statistical framework for assessing the relationships and the moderating effect. The cross-sectional design, however, limits the ability to infer causality.

Think critically

How might the concept of 'religiosity' be defined and measured differently across various cultures and religions, and how would these variations impact purchasing decisions?

05

Design Principles

"Consumer purchasing decisions are often influenced by a complex interplay of rational factors (awareness, habit) and deeply held personal values (religiosity)."

Understanding the influence of religiosity allows businesses to tailor their marketing strategies and product development for specific consumer segments. This insight is vital for brands aiming to penetrate or expand within markets where religious adherence is a key purchasing driver.

06

What This Means for Your Design

How religious someone is really matters when they decide to buy halal products, making them pay more attention to brands they know and making their buying habits even stronger.

How to use in your project

  • 1.Use this study to justify investigating the impact of cultural or religious values on consumer choices in your own design project.
  • 2.Cite this research when discussing how external factors, like societal norms or personal beliefs, influence user behaviour and market demand.
07

Add to My Project

08

Quick Cite

(2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review. https://doi.org/10.1108/prr-07-2022-0093 Retrieved from https://designdex.org/study/9250bcf7-ba82-4184-acb1-8dfdd4e4cc99/religiosity-significantly-moderates-halal-product-purchase-decisions

Paragraph starter

This study by Rafiki et al. (2023) highlights the significant moderating role of religiosity in consumer purchasing decisions for halal products. Their findings indicate that while brand awareness and purchasing habits positively influence decisions, a consumer's level of religiosity amplifies these effects, suggesting that for religiously-oriented markets, understanding and appealing to personal values is as critical as traditional marketing metrics.

09

Source

PSU Research Review

An extensive effect of religiosity on the purchasing decisions of halal products

journal · 2023

View source

Questions about this research

What does the research say about religiosity significantly moderates halal product purchase decisions?
Brands targeting the halal market should not only focus on product features and awareness but also on understanding and integrating the role of religiosity into their consumer engagement strategies. Evidence: PSU Research Review (2023).
Why does "Religiosity Significantly Moderates Halal Product Purchase Decisions" matter for design?
Understanding the influence of religiosity allows businesses to tailor their marketing strategies and product development for specific consumer segments. This insight is vital for brands aiming to penetrate or expand within markets where religious adherence is a key purchasing driver.
How can designers apply this research?
Brands targeting the halal market should not only focus on product features and awareness but also on understanding and integrating the role of religiosity into their consumer engagement strategies.
What were the main findings?
Halal brand awareness positively affects halal product purchasing decisions.. Purchasing habit positively affects halal product purchasing decisions.. Religiosity significantly moderates the relationship between halal brand awareness and purchasing decisions.. Religiosity significantly moderates the relationship between purchasing habit and purchasing decisions.
What research method was used?
Quantitative research employing descriptive and moderated regression analysis. with 197 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from PSU Research Review.
What should I do differently in my next project?
When designing marketing strategies for products with religious or ethical considerations, segment your audience based on their level of adherence to those values and tailor messaging accordingly.
What are the limitations?
The study focused on business owners as respondents, which may not fully represent the general consumer population. The findings are specific to the Indonesian context.
Is there evidence that halal products affects design outcomes?
Both awareness of halal brands and established buying habits lead to more purchases of halal products. Importantly, a consumer's level of religiosity strengthens these effects, meaning that more religious consumers are even more likely to buy halal products if they are aware of the brand and have a habit of buying them Source: PSU Research Review (2023).
Where does this religiosity research apply?
Consumer behaviour in the halal product market, Indonesia. It sits within innovation & markets research on designdex.org.

Related research topics

halal products design research · evidence on halal products · does halal products improve design outcomes · religiosity studies for designers · halal products and religiosity findings · innovation & markets research evidence