ABSTRACT

Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pre-test that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to self-identity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.

摘要

包装是塑造消费者产品认知和选择决策的重要营销传播工具。宗教在影响消费者行为方面也有作用。本研究融合了对营销传播和宗教信仰的研究，以检验产品包装上宗教符号的存在如何影响产品评估和选择决策。在识别与伊斯兰教相关符号的预测试之后，穆斯林受访者 (n = 96) 完成了 2 种产品（食品、非食品）x 2 价格水平（高、低）x 2 宗教符号（带有符号, 无符号）。在这两种产品中，宗教符号的存在积极暗示了产品评级和选择偏好。借鉴符号互动理论和社会独特性理论，调查结果表明，宗教符号的存在为穆斯林消费者提供了一种自我认同和向他人描绘身份的方式。由于伊斯兰教也规范穆斯林作为消费者的行为，营销人员应利用宗教符号的功效来制定有效的营销传播策略，特别是包装，以瞄准这些消费者。