Derleme
BibTex RIS Kaynak Göster

HELAL PAZARLAMA AÇISINDAN DİNİN TÜKETİCİ SATIN ALMA DAVRANIŞLARI ÜZERİNDEKİ ETKİSİNE YÖNELİK BİR İNCELEME

Yıl 2022, Cilt: 6 Sayı: 2, 121 - 136, 07.10.2022

Öz

Helal pazar, jeopolitik olaylar, kamu yararı, gıdayla alakalı sağlık endişeleri, tüketici talebi gibi, günümüzde dünyada tüketici farkındalığının ön planda bulunduğu dünyada üzerindeki en etkili ve karlı pazar alanlarından biri olmaktadır. Helal konusu ekonomik büyümenin en önemli itici güçlerinden biridir. Helal yalnızca dini bir mesele değil kalite, güvence ve hayat tarzı için de dünya çapında bir simge haline dönüşmüştür. Dünyada Müslüman nüfusunun her geçen gün artması helal pazarlarda türetilen değerlerde, dünya çapında fırsatları değerlendirmek isteyen işletmeler için stratejik bir önemi bulunmaktadır. Bu sebeple pazarlama ve işletme yöneticileri tüketici satın alma davranışlarını anlamaya yönelik çabaları söz konusu olmaktadır. Bu noktada dinin satın alma davranışı üzerindeki etkisine odaklanarak işletmelerin pazarlama fonksiyonlarını bu doğrultuda oluşturmaları gerekir. Bu çalışmanın amacı helal pazarlama kavramı açısından dinin tüketici satın alma davranışı üzerindeki etkilerini incelemektir. Yapılan inceleme sonucunda din unsurunun tüketici satın alma davranışı üzerinde etkileri ortaya koyulmuştur.

Kaynakça

  • Aaker, L. J. ve Schmitt, H. B. (1997). The Influence of Culture on the Self-Expressive Use of Brands, in Alba, J.W. and Hutchinson, J.W. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, UT, 25, 12-18.
  • Alqudsi, S. G. (2014). Awareness and Demand for 100% Halal Supply Chain Meat Products, Procedia - Social and Behavioral Sciences, 130, 167-178.
  • Ambali, A. R. ve Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers, Procedia - Social and Behavioral Sciences, 121, 3-25.
  • Assadi, D. (2003). Do Religions Influence Customer Behavior? Confronting Religious Rules and Marketing Concepts, Cahiers du CEREN, 5, 2-13.
  • Babakus, E., Cornwell, T. B., Mitchell, V. ve Schlegelmilch, B. (2004). Reactions to Unethical Consumer Behavior Across Six Countries, Journal of Consumer Marketing, 21(4), 254–263.
  • Betmann, J. R., Johnson, E. J. ve Payne, J. W. (2009). Consumer Decision Making, Organizational Behaviour and Human Decision Process, 21, .34- 43.
  • Bonne, K., Vermeir, I., Bergeaud, B. F. ve Vernek, W. (2007). Determinants of Halal Meat Consumption in France, British Food Journal, 109 (5), 367-386.
  • Borzooei, M. ve Asgari, M. (2013). The Halal Brand Personality and Its Effect on Purchase Intention, Institute of Interdisciplinary Business Research, 5(3), 481-491.
  • Cook, J. A., Kerr, N. G. ve Moore, K. (2002). Attitudes and Intentions Towards Purchasing GM Food, Journal of Economic Psychology, 23, 557-572.
  • Cornwell, T. B., Cui, C. C., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A. ve Chan, J. (2005). A Cross-Cultural Study of the Role of Religion in Consumers’ Ethical Positions, International Marketing Review, 22 (5), 531-546.
  • Delener, N. (1994). Religious Contrasts in Consumer Decision Behavior Patterns: Their Dimensions and Marketing Implications, European Journal of Marketing, 28(5), 36-53.
  • Eagly, A. H. ve Chaiken, S. (1995). Attitude Strength, Attitude Structure and Resistance to Change, in Petty, R.E. and Krosnick, J.A. (Eds), Attitude Strength: Antecedents and Consequences, Lawrence Erlbaum Associates, Mahwah, NJ, 413-432.
  • Esso, N. ve Sally, D. (2004). Religious Influences on Shopping Behaviour: an Exploratory Study, Journal of Marketing Management, 20 (7/8), 683-712.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading: MA: Addison-Wesley
  • Hanzaee, K. H. ve Ramezani, M. R. (2011). Intention to Halal Products in The World Markets, Interdisciplinary Journal of Research in Business, 1(5), 1-7.
  • Hashim, H. A. ve Othman, Md. N. (2011). Halal Food Consumption: A Comparative Study Between Arab Muslims and Non Arab Muslims Consumers in Malaysia, Australian and New Zealand Marketing Academy Conference, Perth 28-30 November 2011, erişim adresi:https://www.academia.edu/5646761/Halal_food_ consumption_A_comparative_study_between_Arab_Muslims_and_Non_Arab_Muslims_consumers_in_Malaysia, (20.02.2022).
  • Hirschman, C. E. (1982). Religious Differences in Cognitions Regarding Novelty Seeking and Information Transfer, Advances in Consumer Research, 9, 228-233.7
  • Hofsted, G. (2003). Cultures’ Consequences: Comparing Values, Behaviours, Institutions and Organizations Across Nations, London: Sage Publications.
  • Johnstone, R. L. (1975). Religion and Society in Interaction: Sociology of Religion, USA: Prentice Hall.
  • Liou, D. ve Contento, R. I. (2001). Usefulness of Psychological Theory Variables in Explaining Fat-Related Dietary Behaviour in Chinese Americans: Association with Degree of Acculturation, Journal of Nutrition Education, 33(6), 322-331.
  • McCort, D.J. ve Malhotra, N. K. (1993). Culture and Consumer Behaviour: Toward an Understanding of Cross Cultural Consumer Behaviour in International Marketing, Journal of International Consumer Marketing, 6(2), 91-127.
  • McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities, Bloomington IN: Indiana University Press.
  • Muhamad, N. ve Mizerski, D. (2010). The Constructs Mediating Religions’ Influence on Buyers and Consuemrs, Journal of Islamic Marketing, 1(2), 124-135.
  • O’Cass, A. ve Lim, K. (2001). The Influence of Brand Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand Associations, Journal of International Consumer Marketing, 14(2/3), 41-72.
  • Randolph, G. (2003). Surgical Anatomy of Recurrent Laryngeal Nerve: Surgery of the Thyroid and Parathyroid Glands,( ed.) G. Randolph (2003), Elsevier, 300-343.
  • Said, M., Hassan, F., Musa, R. ve Rahman, N. A. (2014). Assessing Consumers’ Perception, Knowledge and Religiosity on Malaysia’s Halal Food Products, Procedia - Social and Behavioral Sciences, 130, 120-128.
  • Salehudin, I. (2009). Halal Literacy: A Concept Exploration and Measurement Validation, erişim adresi: https://mpra.ub.uni-muenchen.de/54339/1/MPRA_paper _54339. pdf (18.02.2022).
  • Schiffman, L., G. ve Kanuk, L. L. (1997). Consumer Behavior, Sixth edition, USA: Published by Prentice Hall.
  • Shatenstein, B. ve Ghadirian, P. (1997). Influences on Diet, Health Behaviours and Their Outcome in Select Ethnocultural and Religious Groups, Nutrition, 14(2), 223-30.
  • Shimp, A. T. ve Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 24, 280-289.
  • Soesilowati, E. S. (2010). Business Opportunities for Halal Products in the Global Market: Muslim Consumer Behaviour and Halal Food Consumption, Journal of Indonesian Social Sciences and Humanities, 3, 151-160.
  • Sparks, P. ve Shepherd, R. (1992). Self-Identity and the Theory of Planned Behaviour: Assessing the Role of Identification with Green Consumerism, Social Psychology Quarterly, 55(4), 388-399.
  • Sparks, P., Shepherd, R. ve Frewer, L. J. (1995). Assessing and Structuring Attitudes Toward the Use of Gene Technology in Food Production: The Role of Perceived Ethical Obligation, Basic Applied Social Psychology, 16, 267-285.
  • Spiro, M. (1973). Religion: Problems of Definition and Explanation, In Bonton, Michael (Ed.), Anthropological Approaches to the Study of Religion, New York NY: Basicbooks.
  • Sungkar, I. (2010). Consumer Awareness: Thoughts and Trends across the Globe, The Halal Journal, Mar/Apr 2010, erişim adresi: https://issuu.com/the-halal-journal/docs/thj-marapr2010, (23.03.2022).
  • Swimberghe, K., Sharma, D. ve Flurry, L. (2009). An Exploratory Investigation of the Consumer Religious Commitment and Its Influence on Store Loyalty and Consumer Complaint Intentions, Journal of Consumer Marketing, 26(5), 340-347.
  • Verbeke, W. ve Vackier, I. (2005). Individual Determinants of Fish Consumption: Application of the Theory of Planned Behaviour, Appetite, 44(1), 67-82.
  • Worthington, L. E., Wade, G. N., Hight, L. T., McCullough, E. M., Berry, T. J., Ripley, S. J., Berry, W. J., Schmitt, M. M. ve Bursley, H. K. (2003). The Religious Committment Inventory-10: Develpment, Refinement and Validation of a Brief Scale for Research and Counselling, Journal of Counselling Psychology, 50(1), 84-96.
  • Yunus, N. S. N. M., Rashid, W. E. W., Ariffina, N. M. ve Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer, Procedia - Social and Behavioral Sciences, 130, 145-154.

AN EXAMINATION OF THE EFFECT OF RELIGION ON CONSUMER PURCHASING BEHAVIORS IN TERMS OF HALAL MARKETING

Yıl 2022, Cilt: 6 Sayı: 2, 121 - 136, 07.10.2022

Öz

The halal market is emerging as one of the most profitable and influential market areas in the world today, where consumer awareness is at the forefront, such as geopolitical events, public interest, food-related health fears and aggregate consumer demand. Halal issue is one of the most important driving forces of economic growth. Halal is no longer just a religious issue, but a global icon for quality, assurance and lifestyle. The increase in the Muslim population in the world day by day has a strategic importance for businesses that want to take advantage of the opportunities to be global in the values derived from the halal market. For this reason, business and marketing managers are trying to understand consumer purchasing behavior and identify the needs and requirements for the demand of halal products. At this point, businesses should focus on the effect of religion on purchasing behavior and create their marketing functions in this direction. The aim of this study is to examine the effects of religion on consumer purchasing behavior in terms of the concept of halal marketing. As a result of the examination, the effects of religion on consumer purchasing behavior were revealed.

Kaynakça

  • Aaker, L. J. ve Schmitt, H. B. (1997). The Influence of Culture on the Self-Expressive Use of Brands, in Alba, J.W. and Hutchinson, J.W. (Eds), Advances in Consumer Research, Association for Consumer Research, Provo, UT, 25, 12-18.
  • Alqudsi, S. G. (2014). Awareness and Demand for 100% Halal Supply Chain Meat Products, Procedia - Social and Behavioral Sciences, 130, 167-178.
  • Ambali, A. R. ve Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers, Procedia - Social and Behavioral Sciences, 121, 3-25.
  • Assadi, D. (2003). Do Religions Influence Customer Behavior? Confronting Religious Rules and Marketing Concepts, Cahiers du CEREN, 5, 2-13.
  • Babakus, E., Cornwell, T. B., Mitchell, V. ve Schlegelmilch, B. (2004). Reactions to Unethical Consumer Behavior Across Six Countries, Journal of Consumer Marketing, 21(4), 254–263.
  • Betmann, J. R., Johnson, E. J. ve Payne, J. W. (2009). Consumer Decision Making, Organizational Behaviour and Human Decision Process, 21, .34- 43.
  • Bonne, K., Vermeir, I., Bergeaud, B. F. ve Vernek, W. (2007). Determinants of Halal Meat Consumption in France, British Food Journal, 109 (5), 367-386.
  • Borzooei, M. ve Asgari, M. (2013). The Halal Brand Personality and Its Effect on Purchase Intention, Institute of Interdisciplinary Business Research, 5(3), 481-491.
  • Cook, J. A., Kerr, N. G. ve Moore, K. (2002). Attitudes and Intentions Towards Purchasing GM Food, Journal of Economic Psychology, 23, 557-572.
  • Cornwell, T. B., Cui, C. C., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A. ve Chan, J. (2005). A Cross-Cultural Study of the Role of Religion in Consumers’ Ethical Positions, International Marketing Review, 22 (5), 531-546.
  • Delener, N. (1994). Religious Contrasts in Consumer Decision Behavior Patterns: Their Dimensions and Marketing Implications, European Journal of Marketing, 28(5), 36-53.
  • Eagly, A. H. ve Chaiken, S. (1995). Attitude Strength, Attitude Structure and Resistance to Change, in Petty, R.E. and Krosnick, J.A. (Eds), Attitude Strength: Antecedents and Consequences, Lawrence Erlbaum Associates, Mahwah, NJ, 413-432.
  • Esso, N. ve Sally, D. (2004). Religious Influences on Shopping Behaviour: an Exploratory Study, Journal of Marketing Management, 20 (7/8), 683-712.
  • Fishbein, M. ve Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading: MA: Addison-Wesley
  • Hanzaee, K. H. ve Ramezani, M. R. (2011). Intention to Halal Products in The World Markets, Interdisciplinary Journal of Research in Business, 1(5), 1-7.
  • Hashim, H. A. ve Othman, Md. N. (2011). Halal Food Consumption: A Comparative Study Between Arab Muslims and Non Arab Muslims Consumers in Malaysia, Australian and New Zealand Marketing Academy Conference, Perth 28-30 November 2011, erişim adresi:https://www.academia.edu/5646761/Halal_food_ consumption_A_comparative_study_between_Arab_Muslims_and_Non_Arab_Muslims_consumers_in_Malaysia, (20.02.2022).
  • Hirschman, C. E. (1982). Religious Differences in Cognitions Regarding Novelty Seeking and Information Transfer, Advances in Consumer Research, 9, 228-233.7
  • Hofsted, G. (2003). Cultures’ Consequences: Comparing Values, Behaviours, Institutions and Organizations Across Nations, London: Sage Publications.
  • Johnstone, R. L. (1975). Religion and Society in Interaction: Sociology of Religion, USA: Prentice Hall.
  • Liou, D. ve Contento, R. I. (2001). Usefulness of Psychological Theory Variables in Explaining Fat-Related Dietary Behaviour in Chinese Americans: Association with Degree of Acculturation, Journal of Nutrition Education, 33(6), 322-331.
  • McCort, D.J. ve Malhotra, N. K. (1993). Culture and Consumer Behaviour: Toward an Understanding of Cross Cultural Consumer Behaviour in International Marketing, Journal of International Consumer Marketing, 6(2), 91-127.
  • McCracken, G. (1988). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities, Bloomington IN: Indiana University Press.
  • Muhamad, N. ve Mizerski, D. (2010). The Constructs Mediating Religions’ Influence on Buyers and Consuemrs, Journal of Islamic Marketing, 1(2), 124-135.
  • O’Cass, A. ve Lim, K. (2001). The Influence of Brand Associations on Brand Preference and Purchase Intention: An Asian Perspective on Brand Associations, Journal of International Consumer Marketing, 14(2/3), 41-72.
  • Randolph, G. (2003). Surgical Anatomy of Recurrent Laryngeal Nerve: Surgery of the Thyroid and Parathyroid Glands,( ed.) G. Randolph (2003), Elsevier, 300-343.
  • Said, M., Hassan, F., Musa, R. ve Rahman, N. A. (2014). Assessing Consumers’ Perception, Knowledge and Religiosity on Malaysia’s Halal Food Products, Procedia - Social and Behavioral Sciences, 130, 120-128.
  • Salehudin, I. (2009). Halal Literacy: A Concept Exploration and Measurement Validation, erişim adresi: https://mpra.ub.uni-muenchen.de/54339/1/MPRA_paper _54339. pdf (18.02.2022).
  • Schiffman, L., G. ve Kanuk, L. L. (1997). Consumer Behavior, Sixth edition, USA: Published by Prentice Hall.
  • Shatenstein, B. ve Ghadirian, P. (1997). Influences on Diet, Health Behaviours and Their Outcome in Select Ethnocultural and Religious Groups, Nutrition, 14(2), 223-30.
  • Shimp, A. T. ve Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE, Journal of Marketing Research, 24, 280-289.
  • Soesilowati, E. S. (2010). Business Opportunities for Halal Products in the Global Market: Muslim Consumer Behaviour and Halal Food Consumption, Journal of Indonesian Social Sciences and Humanities, 3, 151-160.
  • Sparks, P. ve Shepherd, R. (1992). Self-Identity and the Theory of Planned Behaviour: Assessing the Role of Identification with Green Consumerism, Social Psychology Quarterly, 55(4), 388-399.
  • Sparks, P., Shepherd, R. ve Frewer, L. J. (1995). Assessing and Structuring Attitudes Toward the Use of Gene Technology in Food Production: The Role of Perceived Ethical Obligation, Basic Applied Social Psychology, 16, 267-285.
  • Spiro, M. (1973). Religion: Problems of Definition and Explanation, In Bonton, Michael (Ed.), Anthropological Approaches to the Study of Religion, New York NY: Basicbooks.
  • Sungkar, I. (2010). Consumer Awareness: Thoughts and Trends across the Globe, The Halal Journal, Mar/Apr 2010, erişim adresi: https://issuu.com/the-halal-journal/docs/thj-marapr2010, (23.03.2022).
  • Swimberghe, K., Sharma, D. ve Flurry, L. (2009). An Exploratory Investigation of the Consumer Religious Commitment and Its Influence on Store Loyalty and Consumer Complaint Intentions, Journal of Consumer Marketing, 26(5), 340-347.
  • Verbeke, W. ve Vackier, I. (2005). Individual Determinants of Fish Consumption: Application of the Theory of Planned Behaviour, Appetite, 44(1), 67-82.
  • Worthington, L. E., Wade, G. N., Hight, L. T., McCullough, E. M., Berry, T. J., Ripley, S. J., Berry, W. J., Schmitt, M. M. ve Bursley, H. K. (2003). The Religious Committment Inventory-10: Develpment, Refinement and Validation of a Brief Scale for Research and Counselling, Journal of Counselling Psychology, 50(1), 84-96.
  • Yunus, N. S. N. M., Rashid, W. E. W., Ariffina, N. M. ve Rashid, N. M. (2014). Muslim’s Purchase Intention towards Non-Muslim’s Halal Packaged Food Manufacturer, Procedia - Social and Behavioral Sciences, 130, 145-154.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Salih Memiş 0000-0003-1345-3618

Yayımlanma Tarihi 7 Ekim 2022
Kabul Tarihi 20 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 6 Sayı: 2

Kaynak Göster

APA Memiş, S. (2022). HELAL PAZARLAMA AÇISINDAN DİNİN TÜKETİCİ SATIN ALMA DAVRANIŞLARI ÜZERİNDEKİ ETKİSİNE YÖNELİK BİR İNCELEME. Enderun, 6(2), 121-136.