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BFJ
125,13 Impact of faith on food marketing
and consumer behaviour: a review
Savino Santovito, Raffaele Campo and Pierfelice Rosato
Department of Economics and Finance, Universit
a degli Studi di Bari Aldo Moro,
462 Bari, Italy, and
Received 10 February 2023
Long Dai Khuc
Revised 31 March 2023 Thuongmai University, Hanoi, Viet Nam
12 May 2023
Accepted 16 June 2023
Abstract
Purpose – The aim of this manuscript is to study the current scientific literature on food marketing and
religion, by giving an overview of current knowledge and the possible future research opportunities once found
the gaps.
Design/methodology/approach – This a classic literature review carried on by considering marketing,
consumer behaviour and management journals as well as religion-focused ones.
Findings – Current literature highlights how faith impacts on food marketing and religious consumers choices
(and not only). Most of the papers focus on Islam. Considering the globalised economy, the authors’ findings
highlight also the relevance of religious certifications for less/not religious people, because of certified food is
considered safe and healthy.
Originality/value – The paper joins and reviews two research fields whose connection is growing, so it is
relevant to know the current status of scientific literature, which is updated compared to recent literature.
Keywords Religion, Food, Marketing, Consumer behaviour, Review
Paper type Literature review

Introduction
Culture plays a relevant role to affect consumer behaviour (Mennell et al., 1992), in particular
individuals with the same culture share language, pattern instruction, imitation and values
(Nayeem, 2012), as evident in the differences between collectivist and individualist societies
(Czarnecka and Schivinski, 2022; Serravalle et al., 2022). Religion, in particular, is part of
culture and may also shape it by influencing emotions, cognitions and actions (Saroglou,
2014; Saroglou and Cohen, 2011; Cohen, 2009). Research has highlighted the role of religion as
a force to drive consumer behaviours (Delener, 1994; Essoo and Dibb, 2004; Arli and Pekerti,
2017; Minton et al., 2015). By the way, Arli and Pekerti (2017) compared religious and non-
religious consumers, finding that the first ones are more conditioned by idealism and have
stronger ethical beliefs compared to non-religious consumers: similarly Vitell et al. (2005),
Vitell (2009) and Agarwala et al. (2019) connect faith and the attitude towards ethics and
materialism and Babakus et al. (2004) reveal that religion is a predictor of consumer ethical
perception.
The role of religion is furthermore evident with regards to consumers’ food preferences
(Heiman et al., 2019; Mohd Suki and Mohd Suki, 2015; Eric Amuquandoh and Asafo-Adjei,

© Savino Santovito, Raffaele Campo, Pierfelice Rosato and Long Dai Khuc. Published by Emerald
Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0)
licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both
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British Food Journal authors. The full terms of this licence may be seen at [Link]
Vol. 125 No. 13, 2023
pp. 462-481 legalcode
Emerald Publishing Limited The authors would like to thank the University of Bari which has allowed the publication of this
0007-070X
DOI 10.1108/BFJ-02-2023-0112 manuscript in an open access version.
2013; Pettinger et al., 2004; Sack, 2001) as well as to food brands boycott (Muhamad et al., Impact of faith
2019). Interestingly, Just et al. (2007) studied Israeli families and the influence of each on food
members on food purchases, finding that husbands and young children are favourite by
orthodox beliefs, while the secular ones are in favour of wives and older children.
marketing
The impact of faith is evident in everyday life of religious consumers, in particular, in
terms of food, Muslims and Jews pay particular attention to their diet, by following the
guidelines provided in the Holy Texts (Regenstein et al., 2003). Specifically, food is
consumable by Muslims if certified Halal (which assures, for example, there are no pork 463
derivatives as ingredients), by Jews if certified Kosher (which, for example, guarantees that
wine is produced consistently with Jews rules) (Eliasi and Dwyer, 2002). Definitely, this a
relevant issue for food marketers, particularly in terms of segmentation and targeting:
interestingly, Izberk-Bilgin and Nakata (2016) call it faith-based marketing.
Through a literature analysis, this research is aimed at reviewing the status of scientific
knowledge about the role of religion on food consumption, in a marketing perspective.
Notably, the main goal is to give evidence about the strict influence of faith on food consumers
choices and how it is a driver of consumption, highlighting differences between main
religions. This is particularly relevant for food marketing purposes as consumers behaviours
are moved by beliefs and values (Minton et al., 2019). More specifically, premised that food
choice regards also moral and ethical sphere (Arbit et al., 2017; Thomson, 2015) this
manuscript wants to clarify, according to current knowledge, if the impact of faith is just
driven by moral constraints or it is a question of cultural influence, and if this impacts on
consumer behaviour.
Moreover, an analysis of literature may shed light on:
(1) How religion impacts on consumer attitudes not only in terms of purchases and
consumption but also, for example, in terms of boycott;
(2) Whether the influence, if present, is continuous or limited to specific periods in the
year, when there are religious celebrations/periods (i.e. Christmas, Easter, Ramadan,
etc.).
From this point of view, this literature review tries to rest on the role of religious certifications
and their relevance to drive religious consumers.
The relationship between consumer behaviour and religion, analysed through a
traditional review, was faced on religion-based journals (see Agarwala et al., 2019) or was
developed systematically (Iranmanesh et al., 2022; Orellano et al., 2020), or needs an update
(Vitell, 2009). Therefore, through this study, the researchers want to:
(1) Update the analysis of the topic by adding more recent references;
(2) Focus on food consumer behaviour, with no specific reference to just one religion (as
in Iranmanesh et al., 2022), filling a gap in literature through a specific focus on food
and by contemplating faith in its different versions.
Current knowledge, in this sense, needs an updated study of food and consumer behaviour
literature, which has not been sufficiently investigated so far. This research is aimed at cover
this necessity, as well. In addition, the analysis intends to contribute to business sciences
(Engelland, 2014, highlights a scarce literature on faith and marketing published on business
journals, too) and to food firms by highlighting the practical implications deriving from
religion impact, in light of the fact that food is one of the easiest way to explore a community
and to understand its cultures and values, as it mirrors cultural identity of a group
(Monin and Szczurek, 2014; Kittler et al., 2012). Since this a literature review, then, research
gaps and future research directions are also discussed at the end of the manuscript. Indeed, in
BFJ terms of potential contribution, this paper gather the main research papers on faith and
125,13 consumers’ attitudes giving an overview of its role in choices-at least by considering current
knowledge: not only, new remarks come from research suggestions, which are essential to
strengthen investigation in this field. Then, the focus on food and not on general
consumption, as well as the updated references in comparison to recent reviews, represent an
original aspect of this manuscript.
This paper, furthermore, can be included in the recent trend of research which is,
464 according to Lim et al. (2022), one of the most major themes in terms of consumer
behaviour.

Studies on marketing and religion

In order to have a clear overview of the status of literature, we focused on business and not
only journals to have an idea of the most analysed topic with regards to marketing and
religion. All the papers are empirically developed, so there are not any reviews. Most of them
are carried out through surveys, questionnaires and interviews (so both quantitative and
qualitative methods), one is a case study and one is more focused on regulation. Most of the
journals deal with marketing, two are more focused on tourism management. From the
analysis we found a variety of themes the researchers dealt with. To this end the following
table (see Table 1) summarizes the topic of the papers:

Paper Focus Main findings

Sood and Nasu Religiosity, nationality and Consumer Samples were constituted by American
(1995) behaviour Protestants and Japanese consumers.
Consumer behaviour does not change
between devout and casually religious
Japanese, while differences were showed by
devout and casually religious American
Protestants
Henderson (2003) International tourism and the Critical aspects of the relationship between
Islamic religion Islam and tourism in Malaysia are analysed.
There are different ways to approach this
issue: the federal government gives priority
on meeting the needs of tourists while
certain states give precedence to religion (in
a country in which influence of religion in
everyday-life is deep)
Nwankwo et al. Religion and consumption of luxury Survey in Morocco among 400 Muslim
(2014) goods consumers. The influence of religion
diminishes as consumer affordability of
luxury goods increases. Women tend more
easily to impulse purchases of luxury goods
Kirillova et al. (2014) Religion and hospitality management Interviews to 30 participants representing
Buddhist, Christian and Muslim faith.
Interpretation of hospitality varies
according to religious values while
commercial hospitality is influenced by
religion, understood as a money-making
Table 1. venture
Religion, marketing
and management (continued )
Paper Focus Main findings
Impact of faith
on food
Jamal and Focus on Halal labelling Questionnaires to 303 British Muslims. marketing
Sharifuddin (2015) Intensions have a positive relationship with
perceived usefulness, vertical collectivism
and religiosity
Halal labelling would enhance the shopping
experiences of British Muslims 465
Cruz et al. (2018) Religion and multicultural Through 24 interviews (participants were
marketplaces Christian, Muslim, Buddhist or and non-
religious), this research shows how religion
facilitates entry into and mutual
entanglement within multicultural
Marketplaces
Felix et al. (2018) Religion and environmental concern Findings show that religious people are
more concerned about the environment than
non-religious people in societies presenting
low on indulgence compared to societies
presenting high on indulgence. The
relationship between religiousness and
environmental concern is highest for
Buddhists and Orthodoxs
Ghaderi et al. (2020) Islam consumers and hospitality Islamic beliefs can be supportive of tourism.
management Religiosity, moreover, influenced the nature
of resident interaction with tourists
Yousaf and Websites and Halal culinary and Promotion of Halal culinary and tourism in
Xiucheng (2018) tourism marketing strategies some Asian countries. Japan and South
Korea apply unique Halal culinary and
tourism marketing strategies to attract
Muslim tourists. China does not use its
tourism resources to attract Muslims and
counts only on its ethnic culinary
Heritage
Kurt et al. (2020) Spirituality and Islamic business Spirituality affects members’ commitment to
network in Turkey the network and has a deep effect on
members’ contributions to and demands on
the network. As a matter of fact, members
who treat their network membership as an
extension of their spirituality tend to benefit
from intangible resources, while members
who conceive their religion as an entry point
into the network benefit from tangible and
intangible
network resources
Fam et al. (2004) Religion and attitudes towards Questionnaires to 1,393 were administered
controversial products to people of different religion (Christians,
Muslims, Buddhists) and Non
-believers, about some controversial
products (gender/sex related products,
social/political groups, health and care
products, and addictive products). Muslims
found advertising of these products as more
offensive compared to other participants

(continued ) Table 1.
BFJ Paper Focus Main findings
125,13
Butt et al. (2017) Consumer-based Halal brand equity A sample of 551 Muslim consumers in
and religion Malaysia and Pakistan was involved. A
strong religious identity is a predictor of
consumer halal choice behaviour and
perceived self-expressive religious benefits.
466 Moreover, Halal choice behaviour and
predictive self-expressive benefits predict
consumer-based halal brand equity
Cosgrave and Religious and ethical beliefs and This a qualitative study developed on semi-
O’Dwyer (2020) perception of Cause- related Marketing structured interviews in Ireland and United
between millenials Arab Emirates
Consumers who identify as legal/
professional practice standard on the ethical
continuum may develop barriers to
purchasing, despite the positive feelings
towards the CRM cause. Religious beliefs
represent a moderator of CRM for
millennials. Muslims were the most
influenced by religion values
Mansori et al. (2015) Religion and novel products A questionnaire was administered in
Malaysia. Findings show that religiosity and
ethnicity have a negative relationship with
openness to change and positive with
conservation value. Consumer
innovativeness and individual values
mediate between religiosity and ethnicity
and acceptance of new products
Karaosmanoglu Corporate brand transgression and A 2 3 2 experimental design has been
et al. (2018) religion applied in Turkey. Religious consumers
punish corporate brand transgressors more
than intrinsically religious consumers aside
of the transgression severity levels
Suki and Suki (2015) Green food consumption and religion Survey involving 700 participants (Muslim
and non- Muslim) in Malaysia. Non-
Muslims: discrimination towards green food
consumption is predicted by specific needs,
environmental values related to green food
and governmental efforts
Muslims: diet based on religious laws
Luqmani et al. (1989) Advertising and religion Advertising in Saudi Arabia is compatible
with religious indications
Almossawi (2014) Impact of religion on promotional Interviews and a questionnaire
aspects of packages characterized the empirical analysis, among
300 Muslim students in Bahrain
Contentious packaging runs a high risk of
tarnishing a company’s reputation and
appeal. Muslims could consider these
companies as promoters of fornication with
risk of boycott
Fam et al. (2013) Advertising and religion Methodology: interviews to 931 people in
five Asian cities (Hong Kong, Shanghai,
Jakarta, Bangkok and Mumbai).
Dislikeability of advertising is influenced by
culture and religion

Table 1. (continued )
Paper Focus Main findings
Impact of faith
on food
Kassim et al. (2016) Values (religion, family and Questionnaire survey to1,388 in Malaysia marketing
community), luxury goods and and Saudi Arabia. Saudi consumers:
materialism materialism is influenced by religious and
family values (with an inverse relationship).
Malaysia: materialistic tendency influenced
only by family values (findings showed they 467
were more materialistic than Saudis)
Gayatri and Chew Service quality and Islam Interviews to 36 participants from
(2013) Indonesia. Perception of quality strongly
influenced by these religious values: general
Islamic values, Halal/Haram, attention to
Islamic religious activities, honesty,
modesty, and humaneness and
trustworthiness Table 1.

(1) Religion and consumer behaviour (Sood and Nasu, 1995; Felix et al., 2018; Cosgrave
and O’Dwyer, 2020; Mansori et al., 2015; Karaosmanoglu et al., 2018; Mohd Suki and
Mohd Suki, 2015; Almossawi, 2014; Kassim et al., 2016; Gayatri and Chew, 2013),
(2) Religion, consumers and luxury goods (Nwankwo et al., 2014),
(3) International tourism and Islamic religion (Henederson, 2003),
(4) Hospitality management and religion (Kirillova et al., 2014; Ghaderi et al., 2020)
(5) Religion and certifications (Jamal and Sharifuddin, 2015; Yousaf and Xiucheng, 2018)
(6) Religion and internationalization (Cruz et al., 2018; Kurt et al., 2020; Butt et al., 2017)
(7) Religion and advertising (Shyan Fam et al., 2004; Luqmani et al., 1989; Fam et al., 2013)
It is evident that consumer studies are prevalent, analysed essentially through interviews and
surveys. They deal with different topics: environment, differences between nationalities,
product packages, luxury goods. References to Islam are frequent, both the consumer studies
and those one on advertising and Halal certification. It is clear that the business to business
perspective is scarcely considered. This is probably because the religious topic is more
connected to a system of values and principles related to the more intimate sphere, the spiritual
side of the individuals: for this reason, research is more oriented to the consumer perspective.
This first analysis highlights that religion has an impact on different consumer
experiences (tourism, food, luxury goods). The objective of this manuscript, however, is to
deepen the food marketing implications derived from faith and religious subjects. To this end,
we have implemented a literature review, in order to explore the current status of literature
and try to highlight gaps and future research directions. After a first revision of paper
connected to food marketing, we have analysed specifically those papers based on consumer
behaviour and faith. Secondly, this paper is aimed at revealing if current literature includes a
balanced number of studies for all the major religions or, on the contrary, there some faiths
whose impact is less studied.

Methodology
This paper is a literature review. This research methodology allows to synthesize past and
current research (Baumeister and Leary, 1997) and, as specified by Snyder (2019) it is relevant
BFJ than ever, considering the way research is accelerating. The relevance of this methodology,
125,13 according to Par
e and Kitsiou (2017), is given by the fact that it allows:
(1) To identify the current knowledge of a particular topic;
(2) To comprehend the extent of interpretable trends or patterns;
(3) To aggregate findings;
468 (4) To reveal current frameworks and theories;
(5) To identify gaps and research directions.

Religion and food marketing

Ethical and religious beliefs can affect consumers’ choices (Cabano and Minton, 2023;
Honkanen et al., 2006; Musaiger, 1993; Dindyal, 2003) and, in particular, Yun et al. (2008)
showed how consumers pay attention not to contradict their consecrated ideas during the
purchasing process. By the way, religion provides social identity (Pinelli and Einstein, 2019)
and psychological research has highlighted that religion may influence cognitive functions
and specifically consumers’ cognition (Muhamad and Mizerski, 2013), in particular the effect
of religious symbols on the perception of products (Dotson and Hyatt, 2000). Furthermore,
Muhamad and Mizerski (2010) identified five factors which demonstrate the impact of
religion on buyers and consumers, they are: motivation, affiliation, knowledge about religion
and, in addition, awareness of the social consequences of following a religion; in addition,
Arifin et al. (2023), by involving young Muslims from Indonesia, found a positive relationship
between religious consciousness and purchasing behaviour, which results to be influenced.
Some scholars, furthermore, highlight how eating habits as well as food purchases may be
affected by religion (Delener, 1994; Mullen et al., 2000; Blackwell et al., 2001; Navarro-Prado
et al., 2017). Excluding Christianity (Sack, 2001), major religions (Islam, Judaism, Hinduism
and Buddhism) have food impose food restrictions. To this end, there are some religious
certifications which drive religious consumers’ choices to the most consistent ones with
religion precepts (Bux et al., 2022; White and Samuel, 2016). Muslims’ choices, in fact, are
moved between halal (permitted) and haram (prohibited) (Ismoyowati, 2015) and, moreover,
the same Halal market is growing more and more (Chi Ng et al., 2021) and international food
companies-such as Nestl
e-consider it seriously (Rarick et al., 2011): certifications are, indeed,
fundamental for Muslims to recognize the food they may consume (Van der Spiegel et al.,
2012) but the demand has also involved non-Muslim consumers (Mumuni et al., 2018; Fathi
et al., 2016), who consider it safe and healthy (Aziz and Chok, 2013; Ayyub, 2015). By the way,
Wilkins et al. (2019) studied the judgements of Halal products in non-Muslim countries
(specifically: Canada, Spain and the United Kingdom) and non-Muslim consumers, revealing
that non-Muslims with a strong religious identity tend to judge positively Halal food, even
though it is studied for a different faith. Furthermore, Sukhabot and Jumani (2023) found the
appeal of Halal food also for non-Muslim Thai consumers.
As known, the first component of the marketing mix is the product: in the perspective of
Islamic marketing the concept of product has to be necessarily connected to the concept of
halal, so every inputs, processes and outputs have to be “Shariah-compliant” which means
that products and everything has been involved for its distribution and consumption should
be environmental-friendly and harmless, because Islam forbids what is harmful for God’s
creation (Mabkhot, 2023). Islamic marketing has its own characteristics (Arham, 2010),
summarized by Sula and Kartajaya (2006) by using the adjectives spiritualistic, ethical,
realistic and humanistic, while an interesting study by Hashim and Hamzah (2014) suggests
that the classic model of the Marketing mix with its Ps (Product, Place, Price and Promotion)
can be adapted to Islamic context and modified to:
 (1) Pragmatism and product, Impact of faith
(2) Pertinence and promotion, on food
(3) Palliation and price,
marketing
(4) Peer-support and people,
(5) Pedagogy and physical environment,
469
(6) Persistence and process,
(7) Patience and place.
A field of research is dedicated to brand and Islamic faith, as well (Hosain, 2021; Wilson and
Liu, 2010, 2011; Alserhan, 2010; Ogilvy Noor, 2010). Notably, Alserhan (2010) underlines that
for Muslims brands cannot be separated from faith, in particular manufacturers do not
produce goods but righteousness and sellers provide tools for a righteous lifestyle.
Similarly, for Jew consumers, Kosher certification assures them the compatibility of food
with their religious rules (Della Corte et al., 2018; Regenstein and Regestein, 1991) and, as
remarked by Cohen et al. (2003) Jews tend to associate religiosity to religious practice. With
regards to Kosher diet, there are four cornerstones: (1) some animals cannot be part of the diet;
(2) some parts of animals cannot be consumed (e.g. sciatic nerve of mammals); (3) consumption
of blood is prohibited; (4) consumption of a mix of milk and meat is forbidden (Regenstein et al.,
2003; Tieman and Hassan, 2015). Cohen et al. (2010) studied an Israeli sample of 440
participants, showing that Kosher food is perceived as healthy, safe, prepared in hygienic
conditions and with high nutritional value. Similarly to Halal food with no-Muslims, also Kosher
market is expandable to no-Jew consumers and, in particular, Hamerman et al. (2019) pointed
out that consumers with contamination disgust sensitivity tend to prefer Kosher food, and
they are necessarily Jewish. Jeong and Jang (2019), however, found that healthfulness inspired
by Kosher labelling – in a restaurant context – works when combined with the presence of
nutritional information, especially in those restaurants with a poor healthful brand image.
New knowledge is also relative to Artificial Intelligence (AI): Minton et al. (2022) have
recently shown that religious consumers have higher tendency to trust and accept what is
unseen, in this case with regards to AI, with evident consequences on new marketing tools.
Scarce attention has been given to American and European contexts, which mean that
there is room for further research. There is not abundant presence of comparative studies.
With regards to the geographical collocation of authors, it is various even if the predominance
of studies on Islam is partly justified by the Asian provenience of various researchers. The
necessity of new cross-cultural and cross-national studies is an additional reason for
encouraging precious collaborations among researchers from different parts of the world.

Religion and food consumer behaviour

Since religion involves the intimate part of human beings and affects their behaviours
(Mathras et al., 2015; Argyle and Beit-Hallahmi, 2013) through the connected value system
(Roccas, 2005) and creating a group identification (Greenfield and Marks, 2007; Lindridge,
2005) a part of marketing research is dedicated to the analysis of the impact of faith on
consumer behaviour and there is a body of articles which demonstrate the deep impact of
faith (Arli et al., 2016; Casidy et al., 2016; Kamarulzaman et al., 2016; Siala, 2013), also with
specific regards to food and food habits (Mumuni et al., 2018; White et al., 2017; Dindyal, 2003;
Mullen et al., 2000; Mennell et al., 1992). Interestingly, some scholars have deepened the
relationship between religious beliefs and attitude towards sustainability (Raggiotto et al.,
2018; Minton et al., 2015; Engelland, 2014; Djupe and Gwiasda, 2010), in particular, recently,
Teng et al. (2023) emphasized the relationship between the expectation of divine rewards and
BFJ environmental awareness. Specifically, Minton et al. (2015) found that religion is an important
125,13 driver of sustainable behaviour and, in particular, Buddhists seem to pay more attention to
this issue if compared to Christians and Atheists, moreover they are more sustainable when
represent a minority (for example in the United States) and not a majority (for example in
South Korea). However, sustainability issues are contemplated in Christianity 8 Pepper et al.
(2011) and Islam (Ghazali et al., 2018).
Orellano et al. (2020), on the other hand, suggest that religion, through its effect on
470 personal attitudes, can impact on sustainable consumption, as confirmed by Minton et al.
(2018), who showed the positive association between being religious and sustainable
consumption practices. Notably, Raggiotto et al. (2018), in a study carried on in Italy, found
that religion affects environmental predisposition and, in particular, the Ecologically
Conscious Consumption Behavior (ECCB) is an important determinant of purchasing
intentions about vegan food, both for Christians and Buddhists. Similarly, Chen (2007),
analysing the Taiwanese context, found that religion positively affects the attitude towards
organic food. Conflicting results emerge from Leary et al. (2016) and Wolkomir et al. (1997), as
a matter of fact the first scholars highlight that the faithful are more sustainable than non-
religious while from the second ones findings show the contrary.
In terms of consumer behaviour, literature shows how Islam affects significantly Muslims
as well as their consumer loyalty (Arifin et al., 2023; Floren et al., 2020; Suhartanto et al., 2020;
Ali et al., 2018; Awan et al., 2015) and, notably, Muhamad and Mizerski (2013) distinguished
between intrinsic and extrinsic religious motivation. New knowledge about these attributes
of religion comes, more recently, from Singh et al. (2021), in particular they underline that
intrinsic religiosity discourages indulgence in unrestrained buying, while the extrinsic one
improves it, albeit mediated by consumer susceptibility.
Interestingly, Akbari et al. (2018) studied symbols on food packaging and their influence on
Islamic consumers, finding that religious symbols positively impacted on Muslims’ attitude to
purchase, by increasing their the religious symbolic-value of food. Ashraf (2019), moreover,
explored consumer behaviour towards Halal food in Bangladesh, discovering that there are
four factors which affect purchasing, that are trustworthiness, attitude, normative structure
and self-efficacy. A different perspective is the one by De Boni and Forleo (2019), who studied
the impact of Halal certification in a country where the Islamic community is a minority, that is
Italy, revealing scarce awareness about Halal principles. An interesting comparison between
religions was carried out by Essoo and Dibb (2004): with a focus on shopping behaviour, they
found that Catholic shoppers tend to be more thoughtful, more attentive to people’s opinion,
traditional and demanding than Muslims and Hindu consumers. The most relevant
characteristic of Muslim consumers is their more practical (in particular by paying specific
attention to prices, promotions and store credit facilities) and innovative (tendency to try new
products and brands) attitude compared to Catholics and Hindus. The role of package is
relevant: according to Parvin Hosseini et al. (2020) halal logo (along with food quality and
religious commitment) is positively associated with the willingness to pay for halal food, as
religious labels increase purchases of very religious consumers (Bakar et al., 2013). In a global
perspective, furthermore, the country of origin of the Halal logo can impact on trust and
confidence of consumers, since the religious certification reassure them about the quality of
food or, at least, reduces the risk of poor quality (Anam et al., 2018; Dimara and Skuras, 2003;
Rios et al., 2014). By the way, Muhamad et al. (2017) highlight that Muslim consumers trust the
country of origin of Halal logo, which has particular effect on their food purchases: moreover,
the more religious respondents strongly believe that the Country of origin impacts a lot on the
Halal logo credibility. On the other hand, Rauschnabel et al. (2015) found that the perception of
religious labels are strictly connected to the attitude towards religion and brand and, in
addition, Khan et al. (2010) and Schlegelmilch and Khan (2010) show that religious symbols (e.g.
logos) can affect negatively those consumers who have prejudices against religion (reduction of
purchases in particular). Interestingly, Weisbuch-Remington et al. (2005) shed light on the fact Impact of faith
that religious cues are immediate and non-conscious. on food
marketing
Discussion and implications for food marketers
Research on religion and food marketing is particularly current because of the relevance of
faith in a large part of consumers, albeit heterogeneous. Research in this field, also
considering the interest of food companies, is necessary (Garay-Quintero et al., 2018). 471
The results of this analysis provides evidence that, in an international perspectives, food
and religion are strictly connected. The closer and closer relationships between different
countries requires an attentive knowledge about their cultures, of which religion is one of the
most relevant expression.
This literature review highlights that Islam is the most analysed religion, as a matter of
fact it is the most named faith. This can be justified by these possible reasons:
(1) researchers of these articles are from countries with an Islamic majority: definitely
most of the papers regards Asian countries with high number of Muslims;
(2) the particular influence of religious values in Muslims’ everyday life makes research
on marketing and faith particularly interesting to explore;
(3) high number of Muslims in the world.
The references we have analysed exhibit that, in order to food marketing to Muslims needs
the detailed observance of religious rules, because it is important not only to provide food that
is respectful of Islam precepts, but also to develop the whole product to be suitable for this
religion (from packaging to marketing communication).
Other religions are less investigated, as a matter of fact there is not a research specifically
focused on other faiths (Christian and Buddhist are the only ones which are considered but in
studies that consider more religions, not only one as in the case of Islam). Mick (2017),
moreover, indicates the potential research on Buddhism in terms of consumer psychology.
The evident coincidence between religion and culture for these consumers requires a deep
knowledge of their values in order to start productive marketing relationships with them
(obviously differences could be found among countries, for example Malaysia and Saudi
Arabia, as described by Kassim et al. (2016) with regards to materialism: Saudis’ consumer
behaviour, in particular, emerge as very affected by faith values). One of the most important
gaps emerged in our study is the little attention to some religions, first of all Christianity
which is the largest in the world (Ellens, 2020), and then Judaism, Buddhism, Hinduism. In an
international perspective studies on Christianity influence would play an important role,
considering that it is widespread in Europe, Northern and Latin America, Oceania and
Philippines, so a large part of the world; a deeper research should regard also eastern
religions, in light of the emerging role of the eastern economies and the role of China, Japan
and India in the world economy. For example, Lu and Wu (2020) have studied the impact of
religion (Buddhism in particular) in private firms in China, and findings revealed that
religious entrepreneurs have higher accounting performances and spend more in safety for
employees: further research should consider a similar analysis, from the point of view of
Chinese consumers. The role of spirituality and religion, in addition, is deeply felt in India
(Suchday et al., 2018; Kattimani, 2012), spirituality is an essential part of Indian culture and
this is visible also in tourism marketing, as a matter of fact the state of Kerala markets itself as
“God’s own country” (Bandyopadhyay and Nair, 2019) and India is considered the favourite
spiritual destination for Western tourists (Norman, 2012). Definitely the Indian case has to be
deepened by international marketing scholars: from this review we noted a scarce attention
given to this aspect of India, at least on top management and marketing journals. The strong
BFJ connection between Israeli people and Judaism, moreover, should be a reason for future
125,13 research on religion impact on Israeli consumers (to this end Heiman et al., 2019, showed
how religion affects food production and consumption in this Mediterranean country).
Another aspect to investigate regards Kosher certifications, which are fundamental for
international marketing strategies, because of they are strictly associated with religious
norms (and it is also used outside Israel, as in the United States, where every year about 200
billion dollars of Kosher-certified foods are purchased (Hamerman et al., 2019). Unfortunately,
472 this analysis shows that current literature is not copious but, on the contrary, is quite limited.
First of all in terms of focus, there is little dissertation of western religions. By the way, in
order to understand the role of religion on the West, it is sufficient to think about the
philosopher Max Weber’s masterpiece “The Protestant Ethic and the Spirit of Capitalism”,
which highlights the impact of Protestantism on the development of Capitalism. Then, also
the Catholicism in Latin America deserves a deep study (see, for example, how Chesnut, 2003,
reveals how intense is the role of religion especially on women), as well as in Europe (where
Catholicism, Protestantism and Orthodoxy coexist). On the other hand, also Orient faiths
deserve more investigation: it is known how Hinduism affects Indian society and managerial
behaviour too (Kumar and Sethi, 2005), as well as the spirituality for Eastern populations. The
growing interconnections between people from different cultures generates the necessity to
explore one people’s beliefs, as a consumer culture which has no geographical limits and is
global is developing (Cleveland et al., 2013; Cleveland and Laroche, 2007).

Conclusions
Some contributions to theory can emerge from our review. First, this study provides the
current status of research and, moreover, the gaps and the possible guidelines for future
research. From this point of view, theoretically, this review indicates the necessity of
investigating the differences among religions and of deepening the impact of Christianity,
Buddhism, Judaism and other faiths, currently little explored. Moreover, the numerous gaps
represent a stimulus for more research, and there is definitely room for further research.
Research is required, for example, with regards to the impact of religion certifications on
consumers who do not follow the religion whose certification is directed to. From this point of
view, it would be interesting to compare the impact of Halal and Kosher certification in
different European context (for example Albania and Bosnia, whose population is, in part,
Muslim) and, respectively, Muslim countries and Israeli. In addition, further research should be
implemented with regards to the influence of faith in the relationships between firms, therefore
in the B2B collaborations. Consumer culture theory (Arnould and Thomson, 2005) can be also
useful to understand the cultural dynamics of consumption connected to religion or not. In
addition, broader analysis could be implemented with regards to the possible influence of
religious certifications (as regards the healthiness characteristics) on atheist consumers.
This overview, besides, could stimulate collaborations among researchers, also in light of
the fact that cross-national and cross-cultural studies are needed (as well as differences
among countries with a similar religious culture).
Opportunities for international marketers emerge from this review. First of all, the role of
religion is relevant for marketing strategies. In particular most of the selected studies
highlights the particular sensitivity to religious norms in Muslim countries even tough
differences could be among countries (as evident in Kassim et al., 2016). Respecting religious
values is fundamental to have marketing relationships with Muslim countries (Cosgrave and
O’Dwyer, 2020, in particular, underline that, by comparing different religious subjects,
Muslims were the most influenced by faith-deriving beliefs). This is particularly important
also considering that it is one of the most widespread faith in the world, covering different
geographical areas, from some parts of the Balkans to North Africa, from the Middle -East to
South-East of Asia. This is one of the reasons to comprehend the importance of the Halal Impact of faith
certification. Anyway, even if little explored in the selected articles, also other religions should on food
be considered when relating with other cultures (as in Sood and Nasu (1995) whose research
highlight the relevance for American Protestants and in Felix et al. (2018), who highlight the
marketing
high environmental concern by Orthodoxs). It is clear that marketers should not ignore
religion effects when concretizing international marketing strategies and, practically, faith is
a key factor to relate with different cultures. So, in terms of implications, this is particularly
relevant for international and multinational companies and their communication strategies. 473
The religious factor, then, should be considered along with other cultural elements, such as
the communication style in high and low context cultures, the predominant verbal style
(exacting, elaborate or succinct) and non-verbal style. Religion represents a fundamental
constituent of an individual and of a population and, as confirmed by Croucher et al. (2017), it
is culture itself, therefore cannot be a secondary factor in international marketing strategies.

Limits
Definitely this study has some limitations. Unlike a systematic review (Kraus et al., 2022;
Bresciani et al., 2021; Paul and Rialp Criado, 2020), a traditional literature review is more
narrative mind has less inclusion or exclusion criteria (Campo et al., 2022; Battisti et al., 2019),
so this means the selection of papers is not driven by systematic criteria, so the analysis is not
reproducible like the latter one which has stricter rules. Even though classic literature review
can give a clearer background of current knowledge, this methodology are not as rigorous as
the systematic ones. This means that some studies could have been ignored and this is one of
the most relevant limit.

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Further reading
Arli, D. and Pekerti, A. (2016), “Who is more ethical? Cross-cultural comparison of consumer ethics
between religious and non-religious consumers”, Journal of Consumer Behaviour, Vol. 16 No. 1,
pp. 82-98.
Firdaus, F.S., Ikhsan, R.B. and Fernando, Y. (2023), “Predicting purchase behaviour of Indonesian and
French Muslim consumers: insights from a multi-group analysis”, Journal of Islamic Marketing,
Vol. 14 No. 5, pp. 1229-1259.
Orellano, A.C.V. and Chuvieco, E. (2020), “The influence of religion on sustainable consumption: a
systematic review and future research agenda”, Sustainability, Vol. 12 No. 19, 7901.

Corresponding author
Raffaele Campo can be contacted at: [Link]@[Link]

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