Consumer Recognitions of Halal Products at General Stores in South Korea

Abstract

The significance of religion and spirituality in consumer purchasing decisions is increasingly attracting the attention of researchers and consumer practitioners. However, its role in consumer behavior has not yet been established, especially in relation to the purchasing behavior of Muslims when buying halal food from global markets in non-Muslim countries. This study looks at how religious beliefs affect consumers' shopping habits in South Korea supermarkets. Specifically, this study aims to examine whether religious convictions Muslims' purchasing habits in South Korean markets are affected by halal consumption limitations on their diet and whether there is an option for markets to adopt halal eating practices. This study is also attempting to ascertain how non-Muslim Koreans perceive halal and whether Koreans of different religious persuasions and religions are prepared to accept the practice of halal food separation in stores, as well as to examine their expertise and patience for halal foods. 157 participants, including 26 Muslims and 131 non-Muslim respondents of various religions, completed the online questionnaire. The results of this study confirm that religious and spiritual beliefs among consumers of a particular faith (Islam, Christianity and other religious groups) influence their shopping behavior in supermarkets, especially Muslim consumers. In particular, the results show that Muslim consumers would support separate display of halal and non-halal products in South Korea supermarkets. This study contributes to the literature on retail and consumer behavior by examining the influence of religious and spiritual beliefs on shopping behavior in supermarkets, especially in the halal area. Products are displayed and sold in supermarkets in non-Muslim countries.