Purpose This study aims to explore how spiritual intelligence (SQ) shapes consumer perceptions, experiences and behaviours toward traditional food in Oman. Design/methodology/approach Using a qualitative approach, data were gathered, employing semi-structured interviews, and analysed through thematic analysis to uncover recurring patterns and themes. Findings The findings depicted different themes illuminating the profound role SQ plays in influencing consumer perceptions and experiences with traditional food, offering fresh perspectives on its impact on consumer behaviour. Originality/value The originality of this paper lies in two key aspects: the connection between SQ and consumer behaviour toward traditional food and the study’s geographic focus. It contributes to the broader understanding of consumer behaviour within culturally rich contexts and underscores the potential of incorporating SQ into marketing strategies to deepen consumer engagement with traditional food experiences.
Al-Hinai et al. (Fri,) studied this question.