Date of this Version

5-1-2023

Project Type

Research

Rights

default

Abstract

Abstract

The social milieu presents an increasing awareness and support for the LGBTQ community, encouraging clothing companies to adopt LGBTQ-themed products. In a predominantly Muslim country such as Kuwait, religion influences beliefs and practices towards the LGBTQ. Although studies reveal that the Quran indicates unclear teachings on the topic, most interpretations are negative. This study examined attitudes on the brand and ad with LGBTQ themes, and purchase intentions. The survey with 55 participants show mostly unfavorable attitudes towards this community. Their religious stance indicates an impact to their negative perceptions of the ad and the brand. Consequently, they also demonstrated no purchase intentions for the product with such themes. The study concludes that religious beliefs in Kuwait affect consumer behavior in brands, ads and purchase intentions for such products.

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