Intention to consume halal pharmaceutical products: evidence from Indonesia

Abstract

Purpose Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse consumer behaviour with regard to halal pharmaceutical products. Therefore, this study aims to investigate the factors influencing purchase intention for halal pharmaceutical products among Indonesian Muslims. Design/methodology/approach This study uses a theory of planned behaviour approach, in which religiosity and knowledge of halal product variables are added to attitude, subjective norms and perceived behavioural control variables. Primary data were collected from 225 Indonesian Muslims in Jakarta, the capital city of Indonesia and analysed using structural equation modelling. Findings The study found that the intention to purchase halal pharmaceutical products is positively affected by attitude, religiosity, knowledge of halal products and perceived behavioural control. However, the influence of the subjective norm variable was found to be insignificant in this study. Research limitations/implications It is possible to improve the empirical model by including more explanatory variables and investigating the mediating effect of the variables. The study could also be scaled up to reach more respondents in different regions and countries. These additional aspects would provide better insights into the behaviour of consumers when considering halal pharmaceutical products. Practical implications The findings suggest the importance of designing and implementing appropriate strategies and campaigns to enhance knowledge of halal products, of positive attitudes and of better resources/opportunities to consume halal pharmaceutical products. The industry needs to highlight its products’ halal and tayyib aspects through proper branding and promotion strategies. The government and other stakeholders could also implement education campaigns to increase halal products and halal literacy knowledge. These are ultimately expected to enhance the effectiveness of halal regulations and meet Muslim consumer expectations in the country. Originality/value Despite the importance of halal pharmaceutical products, this area has received limited attention in the academic literature. Thus, this study attempts to elaborate on consumer behaviour in this niche area.

The Influence of Halal Lifestyle on Career Women in Indonesia

“…This is because the level of religiosity will have an impact on a person's preferences in carrying out their daily activities. As explained by Kasri et al (2021), Ma'zumi & Najmudin (2017, Pratama & Hartati (2021), Sobari et al (2022), religiosity is a form of attachment between the individual and God that is actualized in daily life.…”

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

“…devotion to religion and a foundation for our moral system (Kasri et al, 2023)-can critically underly consumption patterns and behaviours (Amalia et al, 2020). The lives of those with a high level of religiosity are even fully guided by religious values (Kasri et al, 2023). According to Bhutto et al (2022), religiosity can shape food consumption choices.…”

“…In Muslin communities, religiosity—i.e. devotion to religion and a foundation for our moral system (Kasri et al. , 2023)—can critically underly consumption patterns and behaviours (Amalia et al.…”

The impact of halal tourism on Muslim diaspora intention to recommend: an application of the theory of planned behaviour

“…Despite the COVID-19 pandemic, Ghana accounted for a 30% increment in halal services such as dining and prayer places (Global Muslim Travel Index, 2021). Interestingly, the theory of planned behaviour (TPB) has guided tourists' intention to visit halal tourism areas (Asnawi and Sihombing, 2021), religiosity and halal tourism (Purusottama and Prastowo, 2019), and intention to consume halal pharmaceutical products (Kasri et al , 2021). However, the TPB has not sufficiently explained the Muslim diasporic tourists' likelihood to recommend, which is elucidated by key tourism factors such as halal image, halal quality, and halal value, creating an evident gap within the halal tourism context.…”