Evaluation of consumer purchase intention towards <i>halal</i> endorsed products in Pakistan

An Empirical Analysis on Perceived Compliance of Islamic Marketing Principles in Bangladesh

“…The result of the study has consistency with prior studies (Abdullah and Ahmad 2010;Hari and Adawiyah, 2018;Hollenbeck and Kaikati, 2012). However, the result of the study has inconsistency in case of attitude toward Islamic marketing because attitude has shown significant effect in other related studies (Hoque et al, 2019;Khan et al, 2020). The negative effect of 'attitude toward Islamic marketing' explains that although consumers have positive attitude toward Islamic marketing practice, but the compliance level of Islamic marketing principles are not up to the mark.…”

“…Haque et al (2015) demonstrated that the perception of non-Muslim consumers regarding halal food products is influenced by their attitude, subjective norm and perceived behavioral control, specifically in the context of Malaysia. Khan et al (2020) showed that both positive attitude and societal perceptions towards halal have a positive and significant impact on halal buying behavior. Ashraf (2019) found that trustworthiness, attitude, normative structure and self-efficacy, significantly influence halal food purchasing among the consumers in Bangladesh.…”