Non-Muslim consumers’ intention to purchase halal food products in Malaysia

Yong, Hion Lim and Suddin Lada and Azaze Azizi Abdul Adis (2020) Non-Muslim consumers’ intention to purchase halal food products in Malaysia. Journal of Islamic Marketing. pp. 1-22. ISSN 1759-0833

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Abstract

Purpose – This study aims to identify the intention to purchase Halal food products amongst non-Muslim consumers in Malaysia, moderated by the acculturation effect. Design/methodology/approach – A structured close-ended questionnaire was used to gather data through the random distribution of 397 non-Muslim consumers from the Alumni network of several private higher education institutions in Malaysia. Findings – The collected data was analyzed through the structural equation modelling technique using partial least squares with SmartPLS 3.0. The result indicated that attitude, subjective norms and perceived behavioral control were positively influenced by the purchase decision of Halal food products amongst non-Muslim consumers in Malaysia. Apart from that, the acculturation effect moderates the relationship between attitude and intention to purchase. Research limitations/implications – This finding will contribute to academics, Halal food makers and government in understanding the Halal food purchase intention amongst non-Muslim consumers in Malaysia. Practical implications – The outcome of this study can be used as an input for Halal entrepreneurship in terms of marketing and operation strategy. On the government aspect, this study also provides an implication on national public policy and strategic economic planning in developing overall national Halal policy. Social implications – The social harmonization amongst the multiple races in Malaysia is partially contributed through the acculturation effect. The acculturation effect has been reflected through the food choice decision amongst Malaysian, despite of different religious belief and home culture background. Originality/value – Research in studying Halal food purchase intention amongst non-Muslim consumers are scarce. This research is able to reinforce the theory of planned behavior model in dealing with Halal food choice decisions, taking into consideration of acculturation effect.

Item Type:	Article
Keyword:	Attitude , Theory of Planned Behavior , Acculturation , Subjective Norm , Halal Food Products , Perceived Behavioral Controlled , Malaysia
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SAFRUDIN BIN DARUN -
Date Deposited:	24 Jan 2022 09:16
Last Modified:	24 Jan 2022 09:16
URI:	https://eprints.ums.edu.my/id/eprint/31634

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