Why do we eat halal? Applied theory of reasoned action in predicting halal food consumption among Indonesian muslim consumers
DOI:
https://doi.org/10.26740/bisma.v16n2.p216-238Keywords:
halal products, muslim consumers, purchase intention, religiousity, theory of reasoned actionAbstract
This study explores the influence of consumer attitudes, religious beliefs, and health consciousness on purchasing intentions and behaviours towards halal products within Indonesia’s Muslim community. Employing the Theory of Reasoned Action (TRA), the authors structured hypotheses to assess how various perceptual and normative factors affect consumer decisions. Methods included a quantitative survey with path analysis to evaluate relationships between attitudes (consumer attitudes, health consciousness, religious compliance), intentions, and purchasing behaviours, using a structured questionnaire distributed among 500 participants in Indonesia. Results indicate significant positive associations between consumer attitudes and purchasing intentions, between purchase intentions and purchasing behaviours, and between health consciousness and purchase intentions. Additionally, religious beliefs significantly influenced purchase intentions. Notably, the presence of halal logos also positively impacted consumer attitudes toward product choices. The findings underscore the importance of targeted marketing and product transparency in influencing consumer purchasing decisions. Effective use of halal certifications and emphasis on health benefits can enhance purchase intentions and behaviours. Moreover, the role of religious compliance highlights the need for businesses to align closely with cultural and religious expectations to better penetrate the market for halal products. This research reaffirms the applicability of TRA in predicting consumer behaviour in culturally sensitive markets.
References
Abd-Rahman, A., Asrarhaghighi, E., & Ab Rahman, S. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, 6(1), 148–163. https://doi.org/10.1108/JIMA-09-2013-0068 (2000)
Ahmad, A. N., Rahman, A. A., & ... (2015). Assessing knowledge and religiosity on consumer behaviour towards halal food and cosmetic products. In International Journal of …. researchgate.net.
Ajzen, I. (2005). Attides, Personallity and Behaviour. In International Journal of Strategic Innovative Marketing (Vol. 3, pp. 117–191).
Alam, S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behaviour (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian Millennials’ Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185–1198. https://doi.org/10.1108/BFJ-10-2019-0748
Ashraf, M. A. (2019). Islamic marketing and consumer behaviour toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893–910. https://doi.org/10.1108/JIMA-03-2018-0051
Asnawi, A., & Sihombing, P. R. (2021). The Antecedent of Intention to Visit Halal Tourism Areas Using the Theory of Planned Behaviour: The Moderating Effect of Religiosity. In Journal of Tourism Management …. researchgate.net.
Battour, M., Salaheldeen, M., & Mady, K. (2022). Halal tourism: exploring innovative marketing opportunities for entrepreneurs. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-06-2020-0191
Batubara, C., & Harahap, I. (2022). HALAL INDUSTRY DEVELOPMENT STRATEGIES: Muslims’ Responses and Sharia Compliance In Indonesia. JOURNAL OF INDONESIAN ISLAM.
Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176–184. https://doi.org/10.1016/j.apmrv.2017.07.012
Cepeda-Carrion, G., Cegarra-Navarro, J. G., & Cillo, V. (2019). Tips to use partial least squares structural equation modelling (PLS-SEM) in knowledge management. Journal of Knowledge Management, 23(1), 67–89. https://doi.org/10.1108/JKM-05-2018-0322
Creswell, J. W., & Creswell, J. D. (2018). Mixed Methods Procedures. In Research Defign: Qualitative, Quantitative, and Mixed M ethods Approaches.
Dali, M. R. S. M., Sulaiman, S., Samad, A.A., N. I., & Alwi, S. H. (2007). HALAL PRODUCTS FROM THE CONSUMERS PERCEPTION. AN ONLINE SURVEY. Paper Presented at the Islamic Entrepreneurship Conference, 1–64.
DeCanio, F., & Martinelli, E. (2021). EU quality label vs organic food products: A multigroup structural equation modeling to assess consumers’ intention to buy in light of sustainable motives. Food Research International, 139(February 2020), 109846. https://doi.org/10.1016/j.foodres.2020.109846
Destiana, A. R., & Tairas, D. R. (2021). Determinants of Indonesian Consumer’s Intention to Purchase Halal Food in Overseas: Modified Theory Planned Behaviour Model with Religiosity. Journal of Strategic and Global Studies, 4(1). https://doi.org/10.7454/jsgs.v4i1.1039
DinarStandard. (2022). State of the Global Islamic Economy Report 2021/2022. State of the Global Islamic Economy Report 2020/21, 4–202. https://haladinar.io/hdn/doc/report2018.pdf
Djunaidi, M., Oktavia, C. B. A., Fitriadi, R., & Setiawan, E. (2021). Perception and Consumer Behaviour of Halal Product Toward Purchase Decision in Indonesia. Jurnal Teknik Industri, 22(2), 171–184. https://doi.org/10.22219/jtiumm.vol22.no2.171-184
El-Bassiouny, N. (2014). The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers. Journal of Business Research, 67(2), 42–49. https://doi.org/10.1016/j.jbusres.2013.03.010
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2016-0013
Fauziah, S., & Amin, N. H. Al. (2021). The Influence of Product Knowledge, Religiusity, Halal Awareness of Purchasing Decisions on Halal Products With Attitude as A Mediation Variable. Journal of Management and ….
Febrilyantri, C. (2022). The Influence of Halal Knowledge and Labeling on Food Product Purchase Decisions. Invest Journal of Sharia &Economic Law.
Fishbein, & Ajzen. (1977). Contemporary sociology: A journal of reviews. Contemporary Sociology, 6(2), 244–245.
Golnaz, R., Zainalabidin, M., & Mad Nasir, S. (2012). Assessment of consumers’ confidence on Halal labeled manufactured food in Malaysia. Pertanika Journal of Social Science and Humanities, 20(1), 33–42.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1988). The Effect of Store Name, Brand Name and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74(3), 331–352. https://doi.org/doi.org/10.1016/S0022-4359(99)80099-2
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2018). The Results of PLS-SEM Article information. European Business Review, 31(1), 2–24.
Hanzaee, K.H., & Ramezani, M.R. (2011). Intention To Halal Products In The World Markets. Interdisciplinary Journal of Research in Business, 1(5), 1–7.
Henseler, J. (2018). Partial least squares path modeling: Quo vadis? Quality & Quantity, 52(1), 1–8.
Istiasih, H., Irmayanti, E., Afandi, T.Y., & Surindra, B. (2022). Application of The TPB Model in Analysising the Consumption Behaviour Intentions of Organic Halal Food. International Journal Of Humanities Education and Social Sciences (IJHESS), 2(3), 921–935. https://doi.org/10.55227/ijhess.v2i3.318
Hussain, I., Rahman, S. U. & Zaheer, A. (2016). Integrating factors influencing consumers’ halal products purchase: Application of theory of reasoned action. Journal of International …. https://doi.org/10.1080/08974438.2015.1006973
Hussin, N. L. B., & Sukor, M. (2021). The Influence Of Halal Products Purchase Behaviour Among Muslim Millennial In Melaka. In Journal Of Arabic Studies. researchgate.net.
Ishak, S., Awang, A. H., Hussain, M. Y., Ramli, Z., & ... (2016). A study on the mediating role of halal perception: determinants and consequence reflections. Journal of Islamic …. https://doi.org/10.1108/JIMA-02-2015-0010
Khalek, A. A., & Ismail, S. H. S. (2015). Why are we eating halal–using the theory of planned behaviour in predicting halal food consumption among generation Y in Malaysia. In … journal of social science and humanity. researchgate.net.
Khalek, A. A., Ismail, S. H. S., & Ibrahim, H. M. (2015). A STUDY ON THE FACTORS INFLUENCING YOUNG MUSLIMS’BEHAVIOURAL INTENTION IN CONSUMING HALAL FOOD IN MALAYSIA. Jurnal Syariah.
Kim, J., Namkoong, K., & Chen, J. (2020). Predictors of Online News-Sharing Intention in the U.S and South Korea: An Application of the Theory of Reasoned Action. Communication Studies, 71(2), 315–331. https://doi.org/10.1080/10510974.2020.1726427
Lada, S., Harvey Tanakinjal, G., & Amin, H. (2009). Predicting intention to choose halal products using theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi.org/10.1108/17538390910946276
Liu, C. H., Gan, B., Ko, W. H., & Teng, C. C. (2022). Comparison of localized and foreign restaurant brands for consumer behaviour prediction. Journal of Retailing and Consumer ….
Lutz, R. J. (1991). The Role of Attitude Theory in Marketing’in Kassarjian. H.
Majid, D. K. Z. A., Hanan, S. A., & Hassan, H. (2021). A mediator of consumers’ willingness to pay for halal logistics. British Food Journal. https://doi.org/10.1108/BFJ-01-2020-0047
Majid, M. B., Sabir, I., & Ashraf, T. (2015). Consumer purchase intention towards Halal cosmetics &personal care products in Pakistan. In … Journal of Research in Business & …. researchgate.net.
Maknu, T. S. R., Manan, H. A., & ... (2021). Re-experience Japan post Covid-19 pandemic: The impact of Muslim-friendly Japanese street food on Malaysian Muslims tourists behavioural intention. Journal of International ….
Maulina, A., Rahmawati, N. F., & Arizona, A. (2020). Consumer Behaviour in Halal Food: A Systematic Mapping Study. Ilomata International Journal of ….
Mursid, A., & Wu, C. H. J. (2021). Halal company identity and halal restaurant loyalty: the role of customer satisfaction, customer trust and customer-company identification. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-01-2020-0014
Nizam, N. Z., Supaat, S. H., & ... (2019). Sustainability and Future Challenges of Halal Product Consumption. International Journal of ….
Nooh, M. N., Nawai, N., Dali, N., & Mohammad, H. (2007). Halal Certification: What the SME producers should know. Proceedings of the 1st Entreprenuership & Management International Conference.
Nusran, M., Razak, M., Numba, S., & ... (2018). Halal awareness on the socialization of halal certification. IOP Conference Series …. https://doi.org/10.1088/1755-1315/175/1/012217
Quoquab, F., Sadom, N. Z. M. (2020). Driving customer loyalty in the Malaysian fast food industry: The role of halal logo, trust and perceived reputation. Journal of Islami. https://doi.org/10.1108/JIMA-01-2019-0010
Saepudin, E. (2022). Ekosistem Industri Halal. In Proceedings Series on Social Sciences & Humanities (Vol. 5). https://doi.org/10.30595/pssh.v5i.420
Sarstedt, M., Hair Jr, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197–211.
Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behaviour, Global Edition: Global Edition. In Pearson Higher Education, London. https://www.worldcat.org/title/970473208
Shaharudin, M. R., Junika Pani, J., Wan Mansor, S., Jamel Elias, S., & Maruak Sadek, D. (2010). Purchase Intention of Organic Food in Malaysia; A Religious Overview. International Journal of Marketing Studies, 2(1), 96–103. https://doi.org/10.5539/ijms.v2n1p96
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15(3), 325–343. https://doi.org/10.1086/209170
Shnyrkova, A., & Predvoditeleva, M. (2022). The needs of Muslim hotel customers: evidence from Russian guests. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2018-0172
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734. 2004.10505164
Syamsiyah, N., & Ardana, Y. (2022). Halal Industry in Indonesia: Opportunities, Challenges and Strategies. Journal of Islamic Economics and Business, 01(0), 36–46.
Tregear, A., Dent, J. B., & McGregor, M. J. (1994). The Demand for Organically-grown Produce. British Food Journal, 96(4), 21–25. https://doi.org/10.1108/00070709410061032
Tuu, H., & Olsen, S. O. (2012). Certainty, risk and knowledge in the satisfactionpurchase intention relationship in a new product experiment. Asia Pacific Journal of Marketing and Logistics, 24(1), 78–101. https://doi.org/10.1108/13555851211192713
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 516–530. https://doi.org/10.1108/JIMA-09-2018-0177
Wibowo, M. W., Putri, A. L. S., Hanafiah, A., & ... (2022). How education level polarizes halal food purchase decision of Indonesian millennials. Journal of Islamic …. https://doi.org/10.1108/JIMA-10-2020-0323
Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2017-0132
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 BISMA (Bisnis dan Manajemen)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright Notice.
The copyright of the received article once accepted for publication shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles.
Abstract views: 89
,
PDF Downloads: 133
