Investigating LOHAS for Muslim customers segment: does Islamic religiosity matter?

Abstract

Purpose The growing number of Muslim consumers pursuing a lifestyle of health and sustainability (LOHAS) under the conditions of the COVID-19 pandemic is interesting to assess; however, existing research focusing on this topic remains scarce. This study aims to address the research gaps and add to the body of knowledge from previous literature related to Islamic religiosity, environmental knowledge, LOHAS and Muslim customer well-being. Design/methodology/approach The sample used in this study is Muslim customers, including university students in a medical department and medical workers in Indonesia, using proportional random sampling methods with a total sample of 308 respondents. Findings The results demonstrate that Islamic religiosity positively and significantly impacts environmental knowledge, LOHAS and Muslim customer well-being. Similarly, environmental knowledge positively and significantly influences LOHAS, and subsequently, LOHAS fruitfully impacts Muslim customer well-being. Practical implications The results can assist managers of eco-friendly and healthy products or services and public policymakers in their effort to enhance LOHAS, particularly for Indonesian Muslim consumers to accomplish well-being considering their Islamic religiosity. Social implications The results of this study help society protect a sustainable environment by increasing their environmental knowledge and LOHAS. Based on Islamic religion, society recognize how important environmental issues are to keep the environment safe in the future and build the culture of LOHAS to achieve their well-being. Originality/value This study contributes to the body of marketing literature for Muslim green consumer behaviour in particular and the LOHAS of the Muslim customer segment based on Islamic religiosity.