Why do we eat halal? Applied the theory of reasoned action in predicting halal food consumption among Indonesian Muslim consumers
DOI:
https://doi.org/10.26740/bisma.v16n2.p213-239Keywords:
halal products, Muslim consumers, purchase intention, religiousity, the 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), this research structured hypotheses to assess how various perceptual and normative factors affect consumer decisions. The research method includes a quantitative survey with PLS-SEM to evaluate relationships between attitudes (consumer attitudes, health consciousness, and 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, purchase intentions and purchasing behaviours, as well as health consciousness and purchase intentions. Additionally, religious beliefs significantly influence purchase intentions. This research reaffirms the applicability of the TRA in predicting consumer behaviour in culturally sensitive markets. Businesses should ensure all halal products are clearly labelled with a certified halal logo to reassure consumers about the authenticity of the product's halal status and address concerns about ingredients and processing.
References
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DinarStandard. (2022). State of the Global Islamic Economy Report 2021/2022. https://haladinar.io/hdn/doc/report2018.pdf
Lutz, R. J. (1991). The Role of Attitude Theory in Marketing (No. 84). University of California, Los Angeles, Center for Marketing Studies.
Schiffman, L. G., & Kanuk, L. L. (2015). Consumer Behaviour, Global Edition: Global Edition. Pearson Higher Education.
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