Faithful and luxurious: Mediating halal with luxury through self-congruity

With the rise in luxury marketing and the opening of Halal markets, luxury brands have begun to penetrate the lives of Muslim consumers. This has been accelerated particularly with the growing service economy. However, there is a lack of understanding of the underlying mechanism through which luxury services can impact the purchasing behavior of Muslims. With Islam influencing all aspects of Muslims’ lives including their purchasing behavior, it is important to resolve tensions between religiosity and luxury purchasing. Using the self-congruence theory, this study proposes a conceptual model of how religiosity can influence the purchasing behavior of luxury services and the well-being of Muslim consumers. This study contributes to the emerging luxury services and Halal service marketing literature, advances the transformative luxury and transformative service research agendas on well-being, and suggests a path for firms to encourage the spending of luxury services to capitalize on the growing Halal economy. The study concludes with a research agenda to advance research on the consumption of Halal luxury services.