Özet:

The halal market is emerging as one of the most profitable and influential market areas in the world today, where consumer awareness is at the forefront, such as geopolitical events, public interest, food-related health fears and aggregate consumer demand. Halal issue is one of the most important driving forces of economic growth. Halal is no longer just a religious issue, but a global icon for quality, assurance and lifestyle. The increase in the Muslim population in the world day by day has a strategic importance for businesses that want to take advantage of the opportunities to be global in the values derived from the halal market. For this reason, business and marketing managers are trying to understand consumer purchasing behavior and identify the needs and requirements for the demand of halal products. At this point, businesses should focus on the effect of religion on purchasing behavior and create their marketing functions in this direction. The aim of this study is to examine the effects of religion on consumer purchasing behavior in terms of the concept of halal marketing. As a result of the examination, the effects of religion on consumer purchasing behavior were revealed.

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