Non-Muslim consumers’ intention to purchase halal food products in Malaysia

Abstract

Purpose This study aims to identify the intention to purchase Halal food products amongst non-Muslim consumers in Malaysia, moderated by the acculturation effect. Design/methodology/approach A structured close-ended questionnaire was used to gather data through the random distribution of 397 non-Muslim consumers from the Alumni network of several private higher education institutions in Malaysia. Findings The collected data was analyzed through the structural equation modelling technique using partial least squares with SmartPLS 3.0. The result indicated that attitude, subjective norms and perceived behavioral control were positively influenced by the purchase decision of Halal food products amongst non-Muslim consumers in Malaysia. Apart from that, the acculturation effect moderates the relationship between attitude and intention to purchase. Research limitations/implications This finding will contribute to academics, Halal food makers and government in understanding the Halal food purchase intention amongst non-Muslim consumers in Malaysia. Practical implications The outcome of this study can be used as an input for Halal entrepreneurship in terms of marketing and operation strategy. On the government aspect, this study also provides an implication on national public policy and strategic economic planning in developing overall national Halal policy. Social implications The social harmonization amongst the multiple races in Malaysia is partially contributed through the acculturation effect. The acculturation effect has been reflected through the food choice decision amongst Malaysian, despite of different religious belief and home culture background. Originality/value Research in studying Halal food purchase intention amongst non-Muslim consumers are scarce. This research is able to reinforce the theory of planned behavior model in dealing with Halal food choice decisions, taking into consideration of acculturation effect.

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

“…The questionnaire was designed in a statement format and then tested for descriptive analysis and confirmatory factor analysis (CFA) structural equation modelling (SEM). The confirmatory factor analysis (CFA) and structural equation modelling (SEM) were analyzed by IBM Amos 22 software (Lim et al, 2020).…”

“…As a result, the global halal market has been expanded in the last few years with halal food products recording $632 billion sales, which is equivalent to 16% of the entire global food industry (Izberk-Bilgin and Nakata, 2016). It is not surprising since healthrelated quality is one of the main determinants of food quality dimensions (Lim et al, 2020).…”

“…We found that there were a limited number of studies which put their focus on Halal food and culinary business in South Korea. Lim et al (2020) attempted to identify the factors which influence the Muslims purchase intention to consume Halal food in Korea, with the research subject limited to only Pakistani Muslims in Korea. Yousaf and Xiucheng (2018) analyzed the marketing strategies to promote Halal cuisines and culinary tourism of of China, South Korea, Japan and Thailand on their national tourism bureaus official websites.…”

Factors influencing Intention to Purchase Fraudulent Honey among Malaysian Consumers

“…TPB has been applied widely and successfully in many studies as a theoretical framework from which to examine the purchase intention in halal food consumption (Amalia et al, 2020;Lim at al., 2020;Marmaya at al., 2019), organic food consumption (James et al, 2019;Mohammed, 2020;Teng & Wang, 2015), functional food consumption (Xin & Seo, 2019), genetically modified food consumption (Rabbanee et al, 2020;Zheng et al, 2017;Zhu et al, 2018), green food consumption (Amin & Tarun, 2020), ethnic food consumption (Ahmad et al, 2019) and counterfeit products (Fernandes, 2013). Hence, the TPB model is deemed suitable as the theoretical foundation for this research to understand honey buyers' purchase intention.…”

Determinants of Halal Awareness and Its Implications for Behavioral Intention

“…Various studies have examined and shown the positive influence of halal awareness and its implications on behavioral intention [1,4,5]. Conversely, some studies show that halal awareness does not influence behavioral intention [6].…”