Investigation of the factors that influence Non-Muslims on the purchasing intention of Halal food in Korea

Abstract

The study aims to investigate the factors that influence South Korean non-Muslim customers' intention of purchasing Halal restaurants "cooked foods". There are three factors. This study indicated the intention of the non-Muslim customers to purchase Halal restaurant cooked foods is influenced by the healthiness, safety, and cleanness of foods and the Suwon area of South Korea. The attitude and subjective norm can help non-Muslim consumers form positive attitude towards Halal restaurant cooked foods. The finding will benefit both the academics and entrepreneurs who manage Halal business on how to improve their business. The outcome of the study supports a valuable situation applicable to non-Muslim legal bodies on the present purchasing intention of non-Muslim customers towards Halal restaurant's program. This will likewise help manufacturers and advertisers to serve their clients better to amplify their benefit. It defines a total base for non-Muslim government officials to underwrite the inclusion of non-Muslim business visionaries in the Halal cooked foods administration industry to improve the financial branches of its supporters and fulfilling their strict duties to Halal food restrurants.

Research on the Millennial Generation’s Behavior Toward Halal Consumption

“…Consumption of halal products indicates an trend, and this fact promises encouraging prospects, not only regarding production but also related to marketing and competition (Fatmi & Kartika, 2020;Goni, 2022;Mcgonagle, 2020). On the one hand, the trend of increasing consumption of halal products provides opportunities for their production, including the commitment to build collective awareness of the consumption of halal products.…”

“…All indicators were adopted from Bashir (2019). Moreover, the theory in this study refers to the Theory of Planned Behavior or TPB because it has been widely used for behavioral research, including in the consumption of halal products (Bakar, et al, 2018;Mahidin, et al, 2019;Ali, et al, 2018;Fatmi & Kartika, 2020;Perdana et al, 2019;Goni, 2022;Mcgonagle, 2020;Hajar, et al, 2021;Ali, 2021;Aziz & Wahab, 2018;Eid, 2020;Shah & Mohamed, 2011).…”

“…Therefore, the development behind the emergence of this collective awareness promises to increase the marketing of halal products. It is not only in developing countries but also in advanced industrial countries (Bakar, et al, 2018;Mahidin, et al, 2019;Ali, et al, 2018;Bashir, 2019;Fatmi & Kartika, 2020;Hashim, et al, 2022). This development is supported by individual mobility, especially among Muslims worldwide, who must consume halal products.…”

“…Therefore, the millennial generation tends to be familiar with the online era since they interact with the internet every day. The number of millennial generations referred to as a demographic bonus, indirectly becomes a potential market for penetration of the halal product consumption market (Fatmi & Kartika, 2020;Azizan, et al, 2022).…”