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The Use of Islamic Attribute in Food Products Marketing: Expert Views

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dc.contributor.authorSuraiya Osman
dc.contributor.authorSuhaimi Ab. Rahman
dc.contributor.authorElistina Abu Bakar
dc.contributor.authorYasmin Hanani Mohd Safian
dc.date.accessioned2024-08-23T17:04:42Z
dc.date.available2024-08-23T17:04:42Z
dc.date.issued2024
dc.date.submitted2024-8-23
dc.descriptionMalaysian Journal of Consumer and Family Economics (MAJCAFE) Vol 32
dc.description.abstractThe vast number of Muslim consumers in Malaysia, which accounts for 63.5% of the total Malaysian population, offers a vast market segment to food producers—the food producers employ various marketing strategies to compete in the market. Among the strategies employed is the use of Islamic attributes in marketing activities. Food product marketers used Islamic attributes such as Muslim names, pictures, emblems, Quranic verses, and Hadith in their marketing campaigns. The free use of the Islamic attributes has drawn attention to knowing the Islamic perspective of the use. Through in-depth interviews, this research paper aimed to reveal the views of 7 Shariah experts in a rich and contextualized account of using Islamic attributes in food product marketing. The experts were selected through purposive and snowball sampling methods. Thematic analysis was used to analyze the data, which resulted in the emergence of six themes in this study. These themes include (1) protection of Islamic honor and dignity, (2) prohibition of using Islam for personal gain, (3) prohibition of unjust practices, (4) prohibition of superstitious or syirik acts, (5) promotion of good business practices, and (6) promotion of a healthy diet, revealing the Islamic perspective on its use. This study contributes knowledge to Islamic marketing and the rulings on using Islamic attributes according to the Shariah principle. This research sheds light on the ethical implications of using Islamic attributes in scholarly and marketing domains. Further, this research explores the triangulation method of data analysis and validity via Shariah and socioresearch.
dc.identifier.citationSuraiya Osman, Suhaimi Ab. Rahman, Elistina Abu Bakar, & Yasmin Hanani Mohd Safian. (2024). The Use of Islamic Attribute in Food Product Marketing: Expert Views. Malaysian Journal of Consumer and Family Economics (MAJCAFE), 32, 261–289. https://www.majcafe.com/wp-content/uploads/2024/04/Vol-32-2024-Paper-10.pdf
dc.identifier.doihttps://doi.org/10.60016/majcafe.v32.10
dc.identifier.epage289
dc.identifier.issn1511-2802
dc.identifier.issue10
dc.identifier.spage260
dc.identifier.urihttps://www.majcafe.com/wp-content/uploads/2024/04/Vol-32-2024-Paper-10.pdf
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/22263
dc.identifier.urihttps://www.scopus.com/record/display.uri?eid=2-s2.0-85193704455&origin=resultslist&sort=plf-f&src=s&sid=43ce7790140236e8bb42b5a9b9b9ddc9&sot=b&sdt=b&s=TITLE-ABS-KEY%28The+Use+of+Islamic+Attribute+in+Food+Products+Marketing%29&sl=70&sessionSearchId=43ce7790140236e8bb42b5a9b9b9ddc9&relpos=1
dc.identifier.volume32
dc.language.isoen_US
dc.publisherMalaysian Association of Consumer and Family Economics (MACFEA)
dc.relation.ispartofMalaysian Journal of Consumer and Family Economics (MAJCAFE)
dc.relation.issn2948-4189
dc.relation.journalMalaysian Journal of Consumer and Family Economics (MAJCAFE)
dc.subjectIslamic attribute
dc.subjectmarketing
dc.subjectfood products
dc.subjectIslamic perspective
dc.subjectexpert views
dc.titleThe Use of Islamic Attribute in Food Products Marketing: Expert Views
dc.typetext::journal::journal article::research article
dspace.entity.typePublication
oaire.citation.endPage289
oaire.citation.startPage260
oaire.citation.volume32
oairecerif.author.affiliationUniversiti Sains Islam Malaysia
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oairecerif.author.affiliation#PLACEHOLDER_PARENT_METADATA_VALUE#
oairecerif.author.affiliation#PLACEHOLDER_PARENT_METADATA_VALUE#

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