The Role of Religiosity on Information Asymmetry Concerns and Search Behaviour In UK’s Convenience Food Market: A Focus on Muslim Minorities

In situations where information asymmetries exist in the convenience food market, little is known about how such knowledge failures shape the purchase behaviour of religious minorities living in a non-dominant religious context. The purpose of this paper is to understand Muslim religiosity’s connection with information asymmetry concerns and search behaviour when buying convenience food products. Cross-sectional survey data were collected from 141 Muslims in Liverpool, UK, using a face-to-face contact approach. Data were analysed by a means of descriptive statistics and Pearson’s correlations. In the purchase of convenience foods, findings show that Muslim religiosity did positively correlate with halal importance. There was no relationship found between religiosity and information asymmetry concerns based on safety, quality, selection uncertainty and labelling inadequacies when selecting appropriate convenience foods. Also, religiosity was associated with information search intensity and sources used by Muslims. Results and implications are discussed for policy-makers and advertisers.