Keywords : Purchase Intention
Marketing and Branding Research,
2014, Volume 1, Issue 1, Pages 14-26
The aim of this research is an investigation into the effect of using an Islamic symbol in food packaging through considering the effects of time pressure, and Involvement on Muslim consumers purchase intention. The data gathered through questionnaire were processed using partial least-squares (PLS) method. Results represented positive and significant impact of Islamic symbol in food packaging on Muslim consumers purchase intention. Also, the effects of time pressure as a moderating variable of relationship between religious symbol and purchase intention is supported. Findings showed that the more people were under time pressure, the more they showed themselves willing to shop by seeing religious symbol on packaging and their purchase intention was increased. Further data analysis also revealed that the moderating effect of Involvement of consumers was not confirmed. This highlights that Involvement of consumers relating to food had no effect on enhancement of their purchase intention in case of seeing a religious symbol. These results involve practical tips for food packaging designers and international marketers who are interested in increasing customers interests in products and promotion of their products in Islamic markets.