Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food

Abstract

PurposeThis research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory while supplemented by the theory of planned behaviour (TPB) and the knowledge–attitude–practice (KAP) theory, a 4-layered framework is developed to investigate such an issue.Design/methodology/approach264 questionnaires are collected in the field study conducted in Tunis, Tunisia. Quota sampling method is applied. Testing of the hypotheses is performed using partial least square analysis.FindingsThe findings reveal that religiosity affects the four mediators—awareness, trust, subjective norm and perceived behavioural control—which in turn affect attitude, and purchase intention towards halal-certified food is eventually aroused. These four serial-mediation paths are further proved to form the mechanisms.Research limitations/implicationsThe field study participants are limited to consumers in Tunis. Besides, a mechanism to collect the data from general public including lower educated consumers should be necessary.Originality/valueThis research is a pioneering work investigating the sequential intervening effect in the religiosity-intention relationship in halal-certified food. The authors provide unique and fruitful insights into this relatively untapped field for academia and firms.

Islamic food laws: customer satisfaction effect halal purchase intention in China. Moderating role of religiosity

“…Conversely, halal awareness does not influence consumers purchase decisions (Jaiyeoba et al, 2020). Halal awareness and STHF should be discussed further (Loussaief et al, 2023). Hence, hypothesized; H2.…”

“…Consumer's awareness affects their purchase of halal products (Chong et al, 2022). Halal awareness is a significant factor in measuring customers attitudes towards halal food (Loussaief et al, 2023). Moreover, halal awareness significantly enhances customers intention to buy halal food (Bashir, 2019).…”

“…The rising Muslim population has enhanced halal product demand (Widyanto and Sitohang, 2022). In 2019, total spending on halal food and beverages reached 1.7 trillion dollars, reaching 1.38 trillion by 2024 (Loussaief et al, 2023). Figure 1 demonstrates the global halal food revenue prediction chart from 2022 to 2030.…”

“…Hence, this study observes the association between halal credence and customer STHF. Halal awareness determines customers' attitudes towards halal food (Loussaief et al, 2023). Halal awareness enhances halal purchase intention (Azam, 2016).…”

Multidimensional Trust in Halal Logo of Food Products : A Study in Local Cultural Context

“…Thus, the spirituality aspect also plays a role in forming trust in the halal label. This aspect then drives the decision to purchase halal products (Aslan, 2023;Loussaief, Ying-Chao Lin, Phuc Dang, Bouslama, & Cheng, 2024;Rafiki, Hidayat, & Nasution, 2023). The importance of the aspect of religiosity in the formation of trust is also evident (Bukhari, Woodside, Hassan, Hussain, & Khurram, 2022) Where the halal logo makes consumers trust imported products quickly because they are believed to have a commitment to their religion and culture.…”