Applying the Theory of Planned Behavior (TPB) in halal food purchasing

Abstract

PurposeIn this study, Ajzen's Theory of Planned Behavior is used as a theoretical framework with the aim of extending prior research examining halal food purchasing behavior in Malaysia.Design/methodology/approachData are collected through self‐administered questionnaires. This paper uses multiple regression analysis to identify the factors affecting halal food purchasing behavior of Malaysian consumers.FindingsThe multiple regression analysis results indicate that all factors have positive and significant influence on halal food purchasing intention.Research limitations/implicationsLike other empirical studies, this study is not without its limitations. The sample size itself is relatively small. The study can be strengthened by increasing the sample size and including participants in other geographical areas. This study also considered only three antecedents of halal food purchasing among consumers in Malaysia. As Malaysia is actually trying to play for a bigger role in the halal industry, more research is needed to identify and address problematic aspects of consumption of halal food. Potential correlations between some of the independent variables (e.g. trust, moral obligation, habit, and self‐identity) need to be reported in a future study.Originality/valueThis study contributes to and extends our understanding of the halal food purchasing behavior, identifying the rationales for purchasing of halal foods. From a managerial viewpoint, the findings provide support for investment decisions and for decisions relating to the establishment of Malaysia as a halal hub that address and take the concerns and needs of businesses and Malaysian Government agencies into consideration.

Halal labeling effect on muslim consumers attitude and behavior

“…Other researches include Potluri, Rajasekhara Mouly Ansari, Rizwana Khan, Saqib Rasool Dasaraju, Srinivasa Rao [33] who studied Indian Muslims' attitude and consciousness towards halal, Syed Shah Alam Nazura Mohamed Sayuti [23] who examined Applying the Theory of Planned Behavior (TPB) in halal food purchasing. From many research results that mention the importance of halal certification for Muslims, it is expected the food producers begin to consider to register their products to obtain halal label so as to provide a sense of security and confidence to muslim consumers.…”

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