The hidden dimensions of halal brand: examining the role of frugality in consumer purchase decisions

Purpose This study aims to examine the hidden dimensions of halal brands, particularly the role of frugality in the purchase decisions of Muslim consumers. Design/methodology/approach Using George Kelly’s repertory grid method, the mental structures of Iranian consumers regarding the concept of frugality in halal food products were examined. Findings The results showed that consumers perceive frugality beyond low prices, considering it as a set of features such as quality, health and sustainability. Various dimensions, including health, utility, quality, appearance, price, accessibility and durability, play a significant role in shaping consumers’ perceptions of frugality in halal products. Originality/value These findings indicate that Muslim consumers seek products that are not only compliant with religious standards but also desirable in terms of quality, health and sustainability. This research contributes to a deeper understanding of consumer behavior in the halal product market and can be used by marketers and producers of halal products to design more effective strategies.