Purpose – This paper aims to examine whether Muslim and non-Muslim consumers give different importance to green food consumption. Design/methodology/approach – Data were analysed using means comparison and multiple discriminant analysis across a sample of 700 students in a public higher...

Purpose – This study aims to distinguish between Muslim and non-Muslim consumers regarding celebrity influence on brands and purchase intention, and assess the relative importance of celebrity credibility, in terms of physical attractiveness, trustworthiness, expertise and product–brand...