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PurposeIn light of the role of religious coping as an alleviation mechanism, the COVID-19 pandemic presents a potential opportunity to build on the literature related to religious coping in a new context. Hence, the study aims to examine the potential role of religious coping in enhancing consumer well-being (CWB) during the pandemic.Design/methodology/approachA quantitative approach has been employed, with the use of web surveys, to investigate the relationship between CWB and religiosity among a global sample.FindingsResults showed that religiosity has a significant positive impact on satisfaction with life among females only. On comparing between Arabs and non-Arabs, there was a significant positive relationship between religiosity and satisfaction with life among Arabs.Originality/valueThe main contribution of this paper is extending the religiosity and spirituality literature by studying the potential role of religiosity in improving individual well-being during a novel contextual pandemic situation, an area that is still underresearched in the literature.

PurposeThe current study is exploring factors affecting social and sharing behavioral intentions. The paper proposes a new theory, the consumer social behavior theory, which aids in understanding social behaviors. This is through the convergence of the theory of planned behavior (TPB) and norm activation theory (NAT) to foster the understanding of sharing and social behaviors. Religiosity, as a cultural and psychological factor, along with five major predictors of sharing practices are also incorporated. These predictors are economic benefits, sustainability, enjoyment, trust and difficulties in sharing practices.Design/methodology/approachThe current study takes a new route through proposing a new theoretical contribution and developing a new theory termed consumer social behavior theory (CSBT) to be commonly used in social behavioral contexts.FindingsThe CSBT is an output of integrating two prominent theories in pro-social and pro-environmental contexts. It is found that integrating both theories help in thoroughly examining behavioral intentions. Religiosity is found to significantly impact intentions towards social behaviors, yet no study examined its role in sharing and social behaviors contexts.Originality/valueThis study is contributing to and enriching the sharing economy research domain through new theoretical developments. A theory adaptation for TPB and NAT was conducted to advance a thorough understanding of sharing and social behavioral intentions. This work is considered the first of its kind to develop an integrated view for sharing and social behaviors.

PurposeThe main aim of this study is to integrate the theory of planned behavior (TPB) to examine consumers' intention to advocate for sustainable brands, whilst incorporating the moderating role of pro-environmental self-identity. Consumer sustainability orientation is also added as an antecedent for attitudes to determine the degree to which consumers' personal convictions and attitudes toward sustainability impact their attitude toward sustainable brands. The importance of using the TPB to study online brand advocacy lies in the accumulated evidence that shows that this theory is useful in explaining most kinds of social behaviors.Design/methodology/approachQuantitative research with the use of web-surveys is employed to test the research hypotheses with a total sample size of 536 respondents. Millennials have been chosen for the current paper to be studied.FindingsResults of the study showed that attitudes, subjective norms, and perceived behavioral control (PBC) were positively related to consumers' advocacy intentions. The findings of this study demonstrated that the TPB is applicable to measuring consumers' advocacy intentions. In addition, the results indicated that two dimensions of sustainability orientation, economic and social orientation, are significant predictors of attitudes. The study also found that pro-environmental self-identity does not moderate the relationship between the TPB core components and online brand advocacy.Originality/valueThis study is considered the first to employ the TPB as a theoretical foundation to test the antecedents of online brand advocacy (OBA) in relation to sustainable brands with the inclusion of consumer sustainability orientation as a predictor of attitudes with respect to the three dimensions of sustainability and the moderating effect of pro-environmental self-identity.

PurposeThe purpose of this conceptual paper is to present a framework for the interplay between ethics education and consumer wisdom for future empirical research. The paper aims to conceptualize the influence marketing ethics education has on students as consumers, not as future marketing executives per se due to the little literature that exist in this direction. By tackling this research gap, this paper extends the understanding of the social cognitive theory. It examines the role marketing ethics education plays in enhancing students' moral attentiveness and ethical awareness, which consequently shape their consumer wisdom.Design/methodology/approachThe proposed conceptual framework is based on theoretically observing and analyzing the possible interrelations between ethics education and consumer wisdom.FindingsThis research offers multiple research propositions to examine these interrelationships through future empirical research.Practical implicationsThe value of this paper lies in its potential importance for policymakers and marketing educators. Shedding light on this relationship is beneficial to educational institutions and the means by which courses' curricula are designed. Consequently, students will be equipped with the right foundation to become more ethical and wiser consumers.Originality/valueThis conceptual paper extends the research in the field of consumer behavior and marketing education. It employs the reciprocal causation model of Bandura's (1986) social cognitive theory to consumer wisdom; a novel construct in the field of consumer behavior. This opens an array to understanding the potential role of ethics education as a potential antecedent in shaping consumer wisdom. The study also explores the prospective mediating role of moral attentiveness and ethical awareness to the conceptualized relationship.

PurposeThis research aims to provide an empirical assessment of consumer sentiment towards corporate sustainability practices in the context of developing countries, specifically Egypt.Design/methodology/approachA survey was deployed to measure the importance of corporate sustainability activities to consumers.FindingsThe results demonstrate that consumers are concerned with all the measured dimensions of corporate sustainability practices, yet some of the dimensions are more critical to them than others.Originality/valueBy providing an overview of how consumers' purchase behavior is affected by corporate sustainability practices, this research contributes to knowledge on understanding more about sustainable consumer behavior in developing countries, which is scarce. Moreover, this research goes further by segmenting sustainable consumers into groups based on their sustainability concerns.

Purpose This paper aims to examine practical wisdom from the Islamic religion elaborating on how it pertains to the sustainability mind-set. The purpose is to assess whether the Islamic and sustainability mind-sets coincide and if so, how they do. Design/methodology/approach The first two chapters of the Holy Qur’an were divided into parts based on the divisions in the exegesis by Abu Bakr Al-Jaza’eri. Next, a qualitative content analysis of the main sustainability themes in these chapters was conducted. The first stage of the content analysis involved the collection of Qur’anic verses related to the sustainability concepts. Following that, inductive interpretive analysis was conducted in the second stage of the content analysis, where key sustainability lessons within the agreed upon Qur’anic verses were extracted. Findings The empirical study reported in this paper reveals 10 lessons from the examined Qur’anic text that pertain to the sustainability mind-set. Each of these lessons appears to foretell the wisdom behind the sustainability mind-set. Originality/value This study contributes to the literature on sustainability and Islam in two ways. First, the analysis results in key lessons relating to sustainability, the majority of which were not covered in existing literature. Second, the research takes a holistic approach to finding commonalities between the sustainability mind-set and the Islamic mind-set, instead of focusing on a specific aspect of sustainability such as the environment.

PurposeThe main aim of this research is to portray how augmented reality (AR) characteristics (augmentation, interactivity, personalization, spatial presence, novelty, entertainment and informativeness) can enhance online customer experience (OCE).Design/methodology/approachThis study conceptualizes a new framework that proposes various relationships between AR characteristics and OCE.FindingsThis study is extending the relationships between AR and OCE by including various AR characteristics that have not been tackled by the previous research.Originality/valueThis research provides an original framework on the relationship between AR characteristics and OCE through highlighting the role of media richness theory. The study is considered the first of its kind to combine these AR characteristics and customer experience in a comprehensive framework.

The current study aims to interpretively explore the notion of collaborative consumption in the Egyptian context. It is an exploratory study that aids in providing insights about the concept of sharing and collaborative consumption and how it is perceived in an emerging market. The paper also aims to provide implications for marketing researchers and practitioners derived from its results.This paper utilizes netnography using social networking sites to explore the concept of collaborative consumption in Egypt. The collaborative consumption practice considered in the current study is carpooling. Netnography is a novel qualitative research method that aids in studying cultures and communities through online consumer groups. The paper also reports on 15 in-depth interviews to identify the motivators and hinderers of using carpooling applications and services. Results from netnography and in-depth interviews revealed that Egyptian consumers are highly accepting the concept of collaborative consumption and are willing to use carpooling services in the future. Economic benefits, protecting the environment/sustainability and enjoyment are the main drivers behind accepting the concept of collaborative consumption and the use of carpooling services. Although there are a number of studies that exist to discuss the drivers behind collaborative consumption; this paper is the first of its kind which uses netnography as new qualitative technique to examine carpooling drivers in an emerging market. It also integrates in-depth interviews as another exploratory tool to support netnography results.

Learning outcomes Understand the implementation phase of sustainable start-ups. Identifying the 4 Ps of sustainable start-ups. Understand the different types of challenges faced by Up-Fuse regarding their target customers and their value proposition. Highlighting the important strategic decisions that sustainable start-ups have to consider in their business cycle. Analyzing the differences between the market conditions globally and in the Middle East and North Africa (MENA) region. Case overview/synopsis Sustainable entrepreneurship is the type of entrepreneurship that is market-oriented and creative while at the same time putting the environment, society and economy into consideration. Sustainable entrepreneurs offer value through their goods and services that are beneficial or at least do not harm the environment or the society. The case provides background information and facts about doing business in the MENA region and Egypt specifically. Afterward, the case study emphasizes the challenges that are faced by sustainable entrepreneurs in Egypt through analyzing the case of a sustainable Egyptian start-up. The case study is on Up-Fuse, one of the sustainable start-ups in Egypt that produce backpacks, shoulder and waist bags, laptop sleeves, cases and pouches. This case study aims at describing the different challenges and strategic decisions that sustainable start-ups go through in Egypt. Complexity academic level This case targets undergraduate management students, marketing students, master of business administration students, entrepreneurship students and entrepreneurs. This case can be taught in courses with marketing, entrepreneurship and sustainability focus. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Purpose Exam administration during the COVID-19 pandemic represents a challenge for most schools. This paper aims to document the experience of a business school in a developing country context. Design/methodology/approach This paper is conceptual in its approach highlighting how exam administration was handled during the COVID-19 pandemic. Findings Notably, exams were replaced by research assessments. This paper presents best practices and lessons learnt in this domain. Originality/value This practice paper represents one of the few research studies that highlighted the mechanisms underlying the replacement of exams with research projects during the course of the COVID-19 pandemic.

Purpose The purpose of this paper is to empirically examine the cognitive drivers that push entrepreneurs toward sustainable venture creation using entrepreneurial cognitive scripts. In particular, this study tests the relationship between entrepreneurial cognitive scripts and sustainability orientation among entrepreneurs in an emerging economy to understand whether entrepreneurial cognitive scripts act as a driver toward sustainability. Design/methodology/approach A primary research study was conducted using a structured questionnaire among 351 sample respondents, of which 54% labeled themselves as entrepreneurs and 46% labeled themselves as traditional business people, business students or non-entrepreneurs. The entrepreneurs represented more than ten different industries such as agriculture, food and beverage, education, technology and entertainment. Findings The findings of this study highlighted a negative relationship between entrepreneurial cognitions and sustainability orientation as hypothesized. Additionally, non-entrepreneurs were found to be more sustainability-oriented, whereas entrepreneurs with high levels of cognitive scripts were found less concerned about sustainability issues. Research limitations/implications This study has a geographic limitation as it has been conducted in a developing country, which is Egypt. Accordingly, the results should be generalized with caution to other developing nations. Practical implications This study shows the importance of sustainable entrepreneurship education as an important part of the entrepreneurial ecosystem. The study sheds the light on the different stakeholders that are responsible for raising awareness about the importance of sustainability in developing countries. Originality/value This study empirically validates the relationship between entrepreneurial cognitive scripts and sustainability orientation among several industries in a developing country. The study has also a novel contribution in validating that non-entrepreneurs can enjoy entrepreneurial cognitive scripts without the necessity of starting their ventures.

PurposeThe purpose of this paper is to examine consumer intentions toward carpooling as a collaborative consumption practice. The paper uses the theory of planned behavior (TPB) in studying consumer intentions toward carpooling. It extends the theory to add personal norms as a major component in examining consumer intentions. It also adds two main motivational factors for collaborative consumption, which are economic benefits and sustainability.Design/methodology/approachThis study is a conclusive descriptive study using surveys. The research sample consists of 500 respondents from millennials. The study uses structural equation modeling to analyze the survey results.FindingsResults showed that subjective norms and attitudes had the most significant impact on intentions toward carpooling, followed by perceived behavioral control (PBC) and personal norms. Economic benefits and sustainability also showed a significant impact on attitudes toward carpooling practice. Measurement and structural models showed a good model fit.Originality/valueThe paper provides original data on consumer intentions toward carpooling as a type collaborative consumption behavior using the TPB with the inclusion of personal norms. The research also contributes to the growing nuances of sustainability in the context of the sharing economy. The study is considered the first of its kind to combine the TPB, personal norms and motivators of collaborative consumption, including economic benefits and sustainability, to examine their impact on intentions toward carpooling.

PurposeThe paper examines three main stakeholders in the market and their roles toward achieving sustainability marketing. Those stakeholders are consumers, companies and policymakers. The current study is examining consumers’ attitudes toward sustainability marketing and their purchase intentions of sustainable products through the use of theory of planned behavior. The paper is also examining the role of companies and policymakers in encouraging consumers to consider sustainability in their purchasing decisions.Design/methodology/approachConcurrent research study is applied, where qualitative and quantitative research methods are conducted at the same time for different purposes with equal weights. Qualitative interviews were applied with fast-moving consumer goods companies and policymakers, while quantitative surveys were applied with Egyptian consumers.FindingsThe results showed that companies are taking serious and effective steps in transforming their marketing strategies into sustainable marketing ones. The government role is still limited as there are no strict laws and regulations that force companies and factories in Egypt to develop sustainability marketing strategies. Consumers’ attitudes were highly affected by firms' sustainable practices as well as subjective norms that led to influencing their intentions toward purchasing sustainable products.Originality/valueAlthough the topic of sustainability marketing is considered by a plenty of researchers in the academic discipline, there are no studies that have combined the main three stakeholders' roles in achieving sustainability marketing in one study. The study highlights the impact of government role and firms' role on consumers' attitudes and purchase intentions toward sustainable products, especially convenient products. This was done through the adoption of the theory of planned behavior.

Purpose The purpose of this study is to describe the effect of religiosity on luxury and counterfeit purchase intentions and to determine the role of consumer ethics in the context of counterfeit purchase intention. The conceptual framework is based on Theory of Planned Behavior (TPB). In the context of counterfeit consumption, religiosity is proposed to be an added component to the theory, while ethical consumption is proposed to mediate the relationship between religiosity and counterfeit purchase intention. In the context of luxury consumption, religiosity is proposed to precede TPB components which then affect luxury purchase intention. Design/methodology/approach This is a descriptive study; this study uses a mixed-methods approach, where eight semi-structured in-depth interviews and 500 surveys were conducted and distributed to Egyptian luxury consumers. Findings The major results suggest that religiosity and ethical consumption negatively affect counterfeit purchase intention as proposed. The results also reveal that religiosity did not necessitate a negative attitude toward luxury consumption. Religiosity was found to have a positive effect on attitudes, subjective norms and perceived behavioral control. Only subjective norms had significant effect on luxury purchase intention in the research context. Originality/value This paper contributes to the TPB by adding religiosity to the theory components as well as integrating the theory of planned behavior with Consumer’s Ethics theory in the context of counterfeit consumption. The study is an attempt to compare between luxury and counterfeit purchase intention while considering the role of individual’s religiosity in these purchases.

PurposeThe purpose of this paper is to explore the role of religiosity in online collaborative consumption contexts. It analyzes the impact of religiosity in influencing consumer life decisions and behaviors. The proposed framework is based on the norm activation theory (NAT) with religiosity added to it based on the extant literature. The paper aims to provide implications for marketing researchers and practitioners derived from its analysis and propositions.Design/methodology/approachThe current paper proposes a model for marketing researchers to consider the role of religiosity as a cultural and psychological factor in influencing online collaborative consumption. The NAT is adopted as the base of the conceptual model. The model posits research propositions on the potential interaction of religiosity with existing relationships in the theory to predict online collaborative consumption behavior.FindingsThe NAT is considered a prominent model in studying pro-environmental behaviors and it was adopted in various studies. Some researchers adopted the theory to study collaborative consumption as a pro-environmental behavior. Religiosity was found to significantly impact pro-environmental behaviors, but no research was found regarding its impact on collaborative consumption. The paper concludes with recommendations for future research and implications to marketing practitioners about the role of religiosity in influencing collaborative consumption behavior.Originality/valueAlthough there were few research studies that exist in discussing the role of religiosity in explaining consumer behavior, it could be argued that this paper is the first of its kind, according to the best of the authors’ knowledge, that discusses the role of religiosity in online collaborative consumption contexts through the use of NAT.

Purpose Conspicuous consumption and sustainable consumption are commonly understood as being in contradiction with each other. Yet, scholars have recently become increasingly interested in examining positive relationships between these forms of consumption. The purpose of this paper is to conceptualize the synergies and contradictions between sustainable and luxury consumption and proposing whether and how conspicuous motives can foster a shift towards sustainable consumption in newly industrialized countries in general and Egypt in particular. Design/methodology/approach This paper is a conceptual note, intended as a starting point and acting as an eye-opener regarding the values inherent in both conspicuous and sustainable consumption and the potential influence that conspicuous motivations could have on the latter. Findings The paper discusses the possibilities for and limitations of conspicuous motives to foster sustainable consumption in newly industrialized countries in the Middle East. The adoption of westernized lifestyles, spreading in Middle Eastern countries, can represent a venue for motivating sustainable consumption behaviours as a means of status distinction. On the other hand, the trickle-down effect and the preconditions of visibility and exclusiveness pose risks on promoting sustainable consumption by addressing conspicuous motives. Practical implications The paper suggests that the synergistic interplay between conspicuous and sustainable consumption, as well as barriers and motivations underpinning both constructs, needs to be empirically researched, while factoring in the cultural specifics of the countries under study, as cultural nuances can influence the dynamics of interaction between conspicuous and sustainable behaviours. Originality/value Given the salience of the relationship between luxury and sustainable consumption and the focus of most studies on early-industrialized countries, insights regarding the possible influences of conspicuous motives on sustainable consumption in newly industrialized countries are warranted. With the scarcity of research examining the ambiguous relationship between conspicuous and sustainable consumption in newly industrialized countries, this paper contributes by providing insights about the conditions that can help conspicuous motives promote sustainable consumption in newly industrialized countries.

The purpose of the research at hand is to map the most prominent social initiatives currently implemented in Egypt. Since the responsibility of addressing social problems lies on all social agents, the social initiatives included in the current research do not belong to a certain sector, but rather to both private and public sector, as well as to different types of entities ranging from private companies to foundations, and NGOs, among others. The scanning of social initiatives is done across 15 different social areas, which are as follows; Education and Skills Development, Healthcare, Training for Employment, Entrepreneurial Support, Economic and Social Reintegration, Philanthropic Acts, Awareness Raising, Poverty alleviation and Community Development, Environmental Preservation, Sustainable Business Practices, Sports-Arts and Culture, Capacity building, Partnership Facilitation, Bottom of the Pyramid Inclusion and Gender Equality. The examination of each social area is done in light of the Sustainable Development Goals (SDGs) and Egypt’s 2030 Sustainable Development Strategy (SDS), set forth by the United Nations, and the Egyptian government, respectively.

Purpose This study aims to investigate factors affecting students’ satisfaction with online learning during the COVID-19 pandemic. Design/methodology/approach This study uses quantitative data. A survey of 280 respondents, representing undergraduate students in business schools in Cairo, Egypt is conducted. The survey includes both public and private universities. The participants are questioned about their opinions and attitudes toward satisfaction with online learning amidst the COVID-19 pandemic. Findings The findings of this study reveal that Egyptian university students prefer to use synchronous teaching methods using different platforms. Attending virtual sessions and real-time conference call classes are the most preferred mode of delivery as perceived by the respondents. Also, the results of this study found that the internet, platform, class time, loss of interest, motivation and self-motivation and use of online exams as an assessment can be considered as the factors that significantly affect students’ satisfaction with online learning in Egypt. Originality/value To the best of the knowledge, this study is among the first group of studies in Muslim emerging countries that explore the factors affecting students’ satisfaction with online learning during the COVID-19 pandemic.

Purpose E-learning has become a predominant platform for education as a result of the COVID-19 pandemic. Yet, privacy issues have emerged from online learning that posed challenges on the users of e-learning systems. Privacy preservation in Muslim-majority countries with conservative cultures was a concern based on socio-cultural norms. This paper aims to analyze this situation through the lens of social identity theory. Design/methodology/approach This practice paper represents a conceptual viewpoint. Findings In this paper, the authors offer recommended solutions as best practices for Muslim-majority countries and similar contexts. Such proposed solutions consider social and cultural influences in e-learning systems to have an effective education process. Originality/value This practice paper is unique in its approach, as it documents the privacy concerns in Muslim-majority countries during the COVID-19 pandemic.

The aim of this paper is to examine the role of religiosity in the context of sharing economy through the use of the two main activators in the norm activation theory (NAT). These activators are awareness of consequences (AC) and ascription of responsibility (AR). Sharing economy is an imperative step to be considered especially in developing countries to save money, time and resources. Collaborative consumption is considered a major practice under the umbrella of sharing economy, and it falls under pro-social and pro-environmental behaviours. Religiosity plays a major role in consumer pro-environmental and pro-social behaviours and affects their purchase decisions. The paper aims to shed light on the role and influence of religiosity on collaborative consumption behaviours in a Muslim country through the use of NAT. A conclusive descriptive study is applied using surveys. The study is conducted on Egyptian millennials of a total of 500 respondents. Results revealed that religiosity plays a significant role on individual’s AC for their actions on the environment and the society and their AR to behave collaboratively. The paper focuses on examining the role of religiosity in a sharing economy context. Collaborative consumption as a sharing economy practice is considered in the current study. It is the first research of its kind to examine the influence of religiosity on collaborative consumption.

PurposeTaken from an institutional theory perspective, the purpose of this paper is to explore the effects of organizational-level factors, specifically diversity and corporate governance structure, on the corporate social responsibility (CSR) reporting practices of corporations operating in developing and developed country contexts, namely, Egypt, Germany and the USA. Since developed countries are exposed to different settings, the paper argues that there is likely to be a difference in the organizational-level drivers of CSR reporting in developed vs developing countries.Design/methodology/approachThe sample consists of companies listed on the Egyptian EGX 30 index, the German DAX 30 index and the US Dow Jones 30 index. Governance- and diversity-related data are gathered from multiple sources including the BoardEx and Orbis databases. Content analysis is used to analyze the CSR information of sample companies using the software package MAXQDA. To examine the relationship between the explanatory variables of the study and CSR disclosures, multiple regression analysis is used.FindingsThe results are mostly consistent with institutional theory where the effects of diversity and governance structure, observed mainly by foreign BOD, board independence and institutional ownership, are found to be significant on the CSR disclosure levels of sample Egyptian companies only. On the other hand, no significant influence of tested factors was observed on the level of CSR reporting in the USA and Germany. The results thus indicate that the influence of organizational-level factors on CSR is highly dependent on the institutional context where companies operate.Originality/valueThe influence of diversity and corporate governance on CSR has been separately studied in the management literature. Yet, the potential effects of both variables on CSR have received limited attention. In addition, no study combining such explanatory variables of CSR was carried out in the specific context of developing Middle Eastern countries. Also, illustrating how institutional contexts can influence the dynamics of interaction between organizational-level variables and CSR is still understudied. This kind of multi-level research can help broaden the understanding of the drivers and practices of CSR in developing vs developed countries that have distinct institutional environments.

Purpose The purpose of this paper is to draw Islamic marketing researchers’ attention to the potentials that historical nostalgia has for Islamic marketing research. Design/methodology/approach The paper is conceptual in its approach, drawing on extensive literature review on the origins of nostalgia in general and historical nostalgia in specific. The paper also draws on the Holy Qur’an and Islamic marketing research. Findings The paper shows that the Islamic philosophy for life and death establishes continuity between the history of the believers in the mundane life and their accountability and, hence, prosperity in the transcendent afterlife (the hereafter). This has connotations for Islamic marketing research. Future research directions are, therefore, stipulated. Research limitations/implications The research has implications for Islamic marketing research that draws on Islamic history and civilization. Practical implications The research has practical implications toward Islamic marketing researchers who draw on Islamic history, culture and civilization in designing marketing appeals. Originality/value The paper is the first to draw attention to the potential overlap between historical nostalgia, and therefore nostalgia proneness and Islamic marketing research domains.

Purpose The purpose of this paper is to explore the concept of Corporate Social Responsibility (CSR) communication. This paper specifically aims at introspecting into CSR communication patterns in the Egyptian context, where the top ten companies in the Egyptian Stock Exchange–Environmental, Social and Governance Index (EGX-ESG) are sampled. Design/methodology/approach The paper presents an exploratory study where content analysis of the communications of the ten top-listed companies in the ESG Index in Egypt was analyzed. Findings The results showed that most companies are using the “stakeholder information” strategy, with the “stakeholder involvement” strategy being the least used. Research limitations/implications The results are limited to the use of the content analysis method which is a qualitative methodology. Hence, the results should be generalized with caution. Practical implications CSR communication is crucial to the success of companies, regardless of business size, industry or culture. Several aspects of CSR communication, to this day, remain vague for academics and practitioners alike. Therefore, additional insights about the topic should be generated. The present work aids in the understanding of CSR communication as a facet of organizational change and a new trend in emerging markets. Social implications The current exploratory study sheds light on the topic of CSR communication in an important emerging market in transition, namely Egypt. The results of the communication strategies utilized by the top-listed companies can be generalized to other similar contexts. Originality/value The majority of the studies conducted on this particular topic took place in the USA and Europe; hence, few insights are provided about the concept in emerging markets.

PurposeThis paper aims to investigate the role of demographics and sector type in determining consumer preferences of Islamic micro-credit products, namely,MusharkaandMurabha, versus conventional micro-credit financing in Egypt.Design/methodology/approachThis research is a quantitative study that uses surveys on 1,125 current micro-credit consumers in Cairo and Upper Egypt using multi-staged cluster sampling technique. Descriptive and inferential analyses were used to explain results.FindingsThe study revealed the potential ofMusharkamode of financing among micro-credit borrowers in Egypt, specifically in the manufacturing sector, followed by the trade sector. Although previous researches showed correlations between income, age and other demographic factors with consumer financing choices, the current research indicated no significance for consumer demographics in determining preferences of Islamic micro-credit contracts in Egypt. However, the sector type showed high potential in determining consumer choices of Islamic micro-credit contracts.Research limitations/implicationsThis paper advances knowledge in the domain of consumer behavior, specifically in bottom of the pyramid and subsistence markets that are under researched.Practical implicationsThe results highlighted are important for micro-finance institutions, NGOs and policy makers, as they delve deeper into the consumer preferences for Islamic financial products and attempt to present innovative solutions toward poverty eradication.Originality/valueThis research is one of the few attempts to study and explain consumer preferences toward Islamic micro-credit products in Egypt, and the role of sectors in determining consumer choices for specific Islamic micro-credit contracts.

PurposeThe purpose of this paper is to delve into the intricate relationships between hijab culture and consumption. The research questions whether the hijab consumption phenomenon is an icon of fashion or an authentic blend of religious and cultural tenets.Design/methodology/approachThe research uses a netnographic approach in a qualitative manner similar to ethnography on the internet. An online forum is created on social media for Egyptian hijabista consumers, who reflect on their self-transformations with respect to the hijab phenomenon.FindingsThe findings of the study provide insights relevant to the consumer experiences of the hijab fashion phenomenon. The results are analyzed using Holt’s (1995) consumption parabola, where the insights show the consumption as experience, integration, play and classification metaphors in action. Most insights show that the hijab fashion experience combines authentic religious meanings with cultural ones.Research limitations/implicationsThe study methodology used is qualitative, thereby putting limitations on generalizing the findings to other consumers and contexts.Practical implicationsThe findings are relevant to fashion designers and fashion marketers who aim at understanding the hijabista culture.Social implicationsThe results are relevant to consumer culture theorists as well as to macromarketing researchers looking at authenticity in the hijab fashion phenomenon. The research is also relevant in understanding the hijabista culture, which is a growing consumer culture around the globe.Originality/valueThe research combines the literatures on consumer culture theory, self-transformations and authenticity with regards to the hijab consumption phenomenon. Such relationships were not explored previously in the literature. The methodological approach is also novel.

This research aims at exploring the status of integrating Education for Sustainable Development (ESD) in higher management education in the Arab region. The universities in the Arab region have lately emphasized internationalization in their educational policies, aiming at improving their regional and global presence, as a major part of their national reforms. Such transformations will never take hold if education systems are not reformed to foster citizenship, ethics, and social responsibility. Therefore, the study adopted qualitative content analysis of the top 40 business schools that are ranked based on the Quacquarelli Symonds (QS) University Rankings in the Arab Region in 2016, as well as schools acting as signatories of the United Nations Principles for Responsible Management Education (PRME). To analyze the integration of ESD at all educational levels, the relevant literature commonly emphasized upon the adoption of Ethics, Corporate Social Responsibility, and Sustainability (ECSRS). Hence, the content analysis involved critical identification of pre-selected keywords under the ECSRS theme throughout the sampled universities’ online content and “Sharing Information on Progress” reports, in light of institutional, curricular, and instrumental levels, expanding the work of Setó-Pamies and Papaoikomomou (2016). The results revealed that ECSRS is outlined in the sampled universities’ strategies mainly through their mission statements. ECSRS is incorporated to a great extent in the curriculum of undergraduate and postgraduate programs in the form of obligatory and elective courses. Yet, student extracurricular activities did not receive equivalent devotion. As for ECSRS research, over half of sampled universities had dedicated research centers mainly focusing on environmental sustainability, in addition to issuing sporadic publications on various ECSRS topics. Integrating ECSRS in university outreach is still considered marginalized.

Purpose The purpose of this paper is to take the case of the United Arab Emirates (UAE) as a starting point for the analysis of the blend between the notions of halal and luxury in the Arab region because the UAE presents an interesting multicultural yet Islamic blend, which has yet not been investigated. Scholarly calls for the assessment of the relationship between consumption and wellbeing have raised interest in conspicuous consumption research. The global phenomenon of luxury consumption has drawn researcher interest at recent times. Despite consumer affluence in the oil-rich Arabian Gulf, research into this phenomenon at this emerging region to-date is still lacking. As the Arabian Gulf is also particularly Islamic, a significant body of literature has addressed halal purchasing yet had failed to examine the intersections between luxury and halal consumption. Design/methodology/approach The research takes a qualitative methodological approach utilizing unstructured observation and content analysis of 138 visuals collected from prominent shopping malls in Dubai and Abu-Dhabi during the occasion of the minor Islamic Eid following Ramadan. Findings The results show that the UAE consumer culture combines authenticity with modernity portraying highly savvy cosmopolitan consumers sharing the global values of urbanization within the halal parameters. Research limitations/implications The limitations relate to the utilization of the qualitative methodological approach; hence, the research findings need to be generalized with caution to relevant contexts. This research should be regarded as a critical starting point in analyzing the syllogisms between the notions of halal and affluence. Practical implications The findings are relevant to consumer culture research which looks at the implications of modern consumption within the boundaries of halal. The research presents a critical approach and questioning of the overlaps between halal consumption, responsible consumption and luxury consumption in a unique multicultural and affluent setting which is the UAE. Social implications The present paper invites academics and practitioners to introspect into the dimensions of responsible consumption, luxury consumption and halal consumption. It asks the critical metaphorical question of whether halal and luxury consumption are two faces of the same coin. Originality/value The research concludes with raising critical questions around the boundaries of luxury consumption from an Islamic perspective, thereby combining elements of religion and cultural approaches to Islamic marketing.

Purpose The purpose of this paper is to present a new conceptualization of sustainability. The authors adopt a macromarketing perspective based on Islamic traditions while delving into divine attributes (Asmaa’ Allah-ul-Husna) as an extension to the foundational principle of God-consciousness that lies at the heart of Islamic theology and jurisprudence. Design/methodology/approach This approach relies on identifying and extending the conceptual overlaps between the literature domains of sustainability, Islamic macromarketing and Islamic theology. Findings Through adopting an Islamic lens, the authors identify that relating to divinity empowers the Muslim faithful to mediate between the transient and transcendent, and to make judgments according to the attributes of their creator Allah (the Abrahamic monotheistic God). Research limitations/implications The paper adopts a conceptual approach that expands the concept of sustainability from an Islamic perspective to take on a holistic systems approach. Practical implications By making these links, the implications are fivefold: the imperative to strive for sustainable activities has greater resonance; the remit of sustainability is wider; the time horizon for accountability is extended; greater risk-tasking is encouraged; and, finally, sustainability is embedded and diffused throughout business activities – as opposed to being an upstream strategic objective. Social implications The merge in conceptualization between sustainability and Islamic macromarketing can prove relevant to scholars delving into the new realm of Islamic macromarketing, as well as to both Muslim and non-Muslim communities in their quest for sustainable development. Originality/value The paper is original in identifying an unprecedented perspective on sustainability, namely, “Islamic-macromarketing sustainability”, which warrants further future research related to the different stakeholders involved in the Islamic macromarketing system.

The main purpose of this research is to gain a better understanding of the relationship between consumers’ emotional brand attachment and sustainable consumption and how it pertains to anti-consumption and consumer well-being. Relevant literature was used to develop a conceptual model depicting the relationships between constructs at hand. The empirical research context was the Egyptian food industry. The research methodology encompassed a mix of qualitative (represented in depth interviews) and quantitative research techniques (using structural equation modeling). Results revealed that socially responsible behaviour positively affects attachment to sustainable brands and their purchase intentions of these brands. Brand attachment also proved to have a positive effect on the purchase intentions among sustainable brands. Although the lack of product sustainability was found to cause consumers to exhibit anti-consumption behaviour against these brands, other factors, such as the quality of the brand, were found to be more important. Finally, consumers’ well-being was found to be positively affected by their attachment to sustainable brands, and socially responsible consumption behaviour.

Online customer-to-customer interactions with sports brands on social media are gaining momentum in recent years. The salience of online brand communities in influencing sport spectators’ attitudinal dispositions warrants further investigation into the phenomenon of sports and athlete brand development. The Mo Salah brand has been emerging as an iconic athlete brand in both popular offline and online/social media. Based on the brand’s resonance online, which is a reflection of high brand equity, this research aims at exploring the cognitive, affective, and conative attitudes of football fans affiliated with the Mo Salah brand and extrapolating on the image of the brand in terms of athletic performance, attractive appearance, and marketable lifestyle as an extension to the work of Arai, Ko, and Ross (Sport Management Review 17:97–106, 2014). The research utilizes qualitative methods; particularly netnography and content analysis of online communications on social media for the #Mo Salah brand.

While the Dominant Social Paradigm (DSP) views social and ecological issues as constraints to economic growth, several academics assert that achieving social, environmental and economic progress can be realized simultaneously via the “triple bottom line” approach. This chapter examines the role of businesses, specifically marketing, in accomplishing sustainable development. Furthermore, the paper sets an agenda for marketers on how to include the Sustainable Development Goals (SDGs) in their business frameworks. Our approach is conceptual in nature, where the literature domains on the evolution of marketing schools of thought, sustainability and marketing, and the sustainable development goals are cross-referenced and synthesized. The paper ends up with research propositions that are in tandem with the Sustainable Development Goals (SDGs). The paper would, thus, be appealing to different audiences; including marketers, company managers, non-profit organizations, and the scholarly community.

Patients look carefully for detailed information pertaining to their expectations before selecting a healthcare service provider. In order to meet these expectations and achieve patient wellbeing, healthcare service providers should understand more the importance of sustainable hospital servicescape designs for their patients jointly with the common focus on functionality in the medical procedures. The importance of the servicescape in creating a healing environment for patients has been shown through Evidence-Based Design research. The rising importance of consumer wellbeing and sustainability is shown in Transformative Service Research. The aim of this study is to bridge the gap between the two research fields to develop guidelines for future hospital servicescapes in developing countries. The application of this study is on Egypt because of the deterioration of its healthcare service provision. Results indicate that patients find plants and greenery, safety, and single rooms as the most important aspects to improve their wellbeing state. These results indicate that patients want to receive their basic treatment in a healing environment without mistakes. The achieved results act as guidelines for improving servicescapes of hospitals in Egypt and other developing countries. This contributes to hospital managers by offering a more sustainable competitive advantage. Contributions for future research are related to testing the effect of the servicescape on patient wellbeing by combining all servicescape aspects in one model.