Why do we eat halal? Applied theory of reasoned action in predicting halal food consumption among Indonesian muslim consumers


  • Keny Rahmawati UPN Veteran Yogyakarta
  • Puji Handayani Kasih UPN Veteran Yogyakarta
  • Satrio Tegar Gunung Koraag UPN Veteran Yogyakarta




halal products, muslim consumers, purchase intention, religiousity, theory of reasoned action


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.


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How to Cite

Rahmawati, K., Kasih, P. H., & Koraag, S. T. G. (2024). Why do we eat halal? Applied theory of reasoned action in predicting halal food consumption among Indonesian muslim consumers. BISMA (Bisnis Dan Manajemen), 16(2), 216–238. https://doi.org/10.26740/bisma.v16n2.p216-238



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