Discovering Islamic values: a classical grounded theory approach

Values are both an effective variable and a powerful stimulus for consumer behavior. Values are different concepts and classifications influenced by factors such as culture and religion in different societies. This paper aims to identify the classification of values in an Islamic country’s context, Iran.

Iranian dominant values were identified through qualitative analysis and in-depth interviews with 77 interviewees. Grounded theory was used to identify theoretical categories that are derived from the interview data through the use of the constant comparative method.

The findings revealed three categories of hedonic, utilitarian and Islamic spiritual values, which include 10 types of values. The third value (Islamic spiritual) was identified and defined according to the Iranian Islamic religion and ideology. Interviewees expressed their values, attitudes and behaviors within the framework of their unique value system.

To the best of the authors’ knowledge, this paper is one of the first articles that pay special attention to Islamic spiritual values as an influential value category in the buying behaviors and intentions of Iranian consumers. Undoubtedly, identifying these values can be an introduction to studying behaviors influenced by values and a powerful tool for managers to predict and evaluate Islamic consumers’ behavior and lifestyles.