A systematic literature review: examining the consumer ethnocentrism from the Islamic perspective using evidences from Scopus-indexed publications
Year: 2026
Type: review
Study design: Systematic Review
Abstract: The purpose of this paper is to investigate consumer ethnocentrism from the perspective of Islam by systematically reviewing peer-reviewed journal articles from the Scopus database. This study encompasses key elements such as halal products and the behaviors of Muslim consumers. This study aims to provide insights for marketers and policymakers to promote inclusivity and understanding in diverse consumer environments. This research employs a systematic literature review (SLR) to examine consumer ethnocentrism through an Islamic lens. Utilizing the ROSES framework, the SLR includes four phases: research question formulation, systematic search, screening, and data extraction. The search conducted in the Scopus database yielded 36 studies focusing on qualitative insights to create a conceptual framework for consumer ethnocentrism in Islamic contexts. Key themes unveiled include religiosity, demographics, and globalization's impact on Islamic identity, among others. The review reveals that consumer ethnocentrism among Muslim consumers is significantly influenced by religious values, with higher levels of religiosity correlating with a preference for local and halal products. Additionally, demographic factors play a crucial role in shaping ethnocentric tendencies, while the tension between globalization and Islamic identity presents unique challenges. These findings underscore the need for culturally sensitive marketing strategies that align with Islamic principles. This study is limited to a conceptual analysis based on secondary sources. Future empirical research is necessary to validate the proposed themes and to explore consumer attitudes in specific Islamic contexts. Additionally, other databases such as Google Scholar and WoS should be included for examination. Marketers must understand the underlying motivations of Muslim consumers to develop effective strategies that resonate with their values. By incorporating Islamic perspectives into consumer behavior analysis, businesses can enhance brand loyalty and inclusivity, ultimately supporting sustainable growth in diverse markets.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7172201876