gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
different rituals and behaviors (Loser, Klein and Dollahite, 2008); religious affiliation and
religious commitment has been identified as two important aspects of religiosity and are found
to impact consumer behavior (Mokhlis, 2009); there is a positive relation between religious
commitment, store loyalty and consumer complaints (Swimberghe, Sharma, & Flurry, 2009);
religion is observed to be an inspiring factor in choosing food amongst the Norwegian
consumers (Honkenan, Oslen & Verplanken, 2005); inclination towards religion also affects
alcohol consumption among adolescents in Iceland specially females (Bjarnason &
Thorlindsson & Sigfusdotti and Welch, 2005); and similarly mothers religiousness leads to their
children asceticism in drinking alcohol in rural regions of Finland (Winter, Karvonen, & Rose,
2002).
2.3.2 “Self-Identity”
Literature also suggests that consumer’s behavior towards certain products tend to be
predisposed by the notion of “self concept” (Biddle, Bank & Slavings, 1987; Govers &
Schoormans, 2005; Granzin & Bahn, 1982; Lindridge, 2002; Lindridge & Dibb, 2003; Bonne,
Blecker, Verbeke, 2007). The literal meaning of “Self identity” is awareness about oneself and
can be depicted as perception and portrayal of One-self (Biddle, et al., 1987). Self identity as a
“Muslim” means individual has a pressure to act in a manner that is acceptable in Muslim
society. Previous studies enumerate upon the fact that in collectivistic societies where individuals
are influenced by other members of a reference group, behavioral traits attribute to the religious
spiritual origins (Lindridge, 2002; Lindridge & Dibb, 2003). Self identity issue also affects
Muslim consumers’ awareness to consume halal meat in Belgium (Bonne, Verbeke & Vermeir,
2009). Bonne, Blacker and Verbeke (2007) have identified that Muslims with strong Islamic
identity tends to be more religious and influenced by the members of their association. Factors
such as self image can also impact on consumers buying behavior; people like to connect their
self-worth with the product they purchase (Govers & Schoormans, 2005). Muslims are entangled
in a web of relationship that constantly guides and influence their social behavior. Consuming
“non-Halal” food can lead to isolation from a Muslim community or else can also affect their
relations with friends, peers and family that may treat them as a social “outcast”.
Figure 1. Based on previous studies, awareness & perception of halal food is found to be
correlated to religious beliefs, religious commitment, attitude towards halal food and the
concept of self- identity.
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