Examining consumer motives that affect consumption intentions for religious recommended foods

Religious recommended foods (RRFs) hold a significant place in the diets of many individuals, serving not only as sustenance but also as a means of cultural and spiritual connection. This study focuses on the motivations driving the consumption of RRFs among Muslims living in Australia, recognising the increasing importance of understanding consumer behaviour in this market. RRFs are increasingly becoming a growing market worth 14 billion USD dollars globally, which presents an opportunity for economic growth, particularly in countries like Australia, where they are readily available. Despite the burgeoning market size, the underlying drivers of RRFs consumption remain poorly understood. Therefore, this study aims to fill this gap by investigating the factors influencing the consumption intentions of RRFs among Muslims living in Australia. The research adopted a mixed-methods sequential design comprising qualitative interviews followed by a quantitative survey. The qualitative phase involves semi-structured interviews with 20 Muslim adults, which provides an in-depth understanding of the main factors guiding the consumption of RRFs. The qualitative study revealed considerations of food quality, health benefits and religious adherence toward RRFs consumption. Of particular interest, nostalgic emotions emerge as a significant influence, connecting consumers to past experiences and cultural traditions. Building upon these qualitative findings and existing literature, a theoretical framework is developed. The framework integrates an extended version of the Theory of Planned Behaviour (TPB) with value-expressive theory and the theory of consumption value to examine the validity and accuracy of this model in predicting consumer attitudes and intentions to purchase RRFs. Subsequently, a cross-sectional online survey of 506 valid responses from Muslims across Australia was analysed using partial least squares structural equation modelling (PLS-SEM). The quantitative results affirmed the validity of the extended TPB in predicting RRFs consumption behaviour, with food quality and health concerns emerging as significant determinants of attitudes and intentions towards RRFs. Additionally, religiosity and nostalgia show significant influence on consumers’ attitudes and intentions to purchase RRFs, highlighting the interplay of religious values and emotional connections in shaping RRFs consumption behaviour. Overall, these findings contribute to a deeper understanding of the personal, situational and social motivations driving the consumption of RRFs, shedding light on the fundamental role of country of origin, health concerns, religiosity and nostalgic feelings in influencing the attitudes and intentions to purchase RRFs. The results of this thesis provide actionable insights for marketing strategies, suggesting avenues for enhancing consumer attitudes towards RRFs through targeted messaging that emphasises country of origin, health benefits, religious values and nostalgic appeal. Further, the theoretical framework developed provides directions for future research in the realm of the consumption of RRFs, facilitating continued empirical advancements in this domain.