Acculturation, religiosity, and willingness to accept Korean products among Muslim consumers: an exploratory study


Nasution, Reza Ashari and Jeong, So Won and Jin, Byoungho Ellie and Chung, Jae Eun and Yang, Heesoon and Nathan, Robert Jeyakumar and Arnita, Devi (2023) Acculturation, religiosity, and willingness to accept Korean products among Muslim consumers: an exploratory study. Journal of Islamic Marketing. ISSN 1759-0833

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The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds. Design/methodology/approach Data were collected through focus group interviews with 20 Muslim respondents in Indonesia. Findings The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values. Originality/value Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.

Item Type: Article
Uncontrolled Keywords: Acculturation, Korean wave, Korean foods, Korean cosmetics, Muslim consumers, religious values
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
H Social Sciences > HM Sociology > HM711-806 Groups and organizations
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 28 Feb 2023 05:25
Last Modified: 28 Feb 2023 05:25


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