The Role of Halal Certification on Purchase Intention Towards Food Products From Mena Countries: A Sem Study

Abstract

Kullu Halal (all Halal) is a concept that is highly applied in the Middle Eastern andNorth African (MENA) region as the majority of the population is Muslim. Manyproducts from non-Muslim countries are also exported to the MENA countries andsome of them are exposed to animal-based ingredients. Halal certification studies in theMENA region are found to be quite minimal to non-existent. The paper is designatedto analyze the effects of Halal certification towards the purchase intention of Muslimconsumers on food products from Muslim majority countries in the MENA countries.Theory of Planned Behavior (TPB) was used as a platform to predict the consumers’intention to purchase the Halal certified products. A self-administered questionnairewas selected as a method and the respondents are the Muslim consumers living incertain areas of Klang Valley, Malaysia. Five hundred questionnaires were distributed,and 417 questionnaires were considered usable. Structural Equation Modeling (SEM)was used as a method in this research. Attitude, Subjective Norm, and PerceivedBehavioral Control showed a strong correlation with Purchase Intention and the resultswere statistically significant at p < 0.05. Algeria was found to be the least trustworthycountry by the respondents, followed by Iran, Lebanon, Iraq, and Bahrain. The resultsindicate that the presence of Halal certification is important and will be profitable for thefood industry players in the MENA region. Despite being Muslim majority countries,it is important to ensure the presence of Halal certification in the products from MENAcountries, especially from those that received low scores in the country of origin study.

Structural Equation Modelling Analysis of Purchase Behavior of Halal Products

“…Furthermore, this study constructs a research framework (Figure 1) and determines the following hypotheses to understand the relationship of TPB based on previous research (Anggraini, 2018;Indrawan et al, 2022;Perdana et al, 2019;Sulaeman et al, 2017):…”

“…These relationships are often represented as a series of cause-and-effect interactions among one or more exogenous and endogenous variables in the form of a factor or structure built based on several directly observed indicators. SEM has several advantages, including its structural equation features, representative diagrams, and incorporation of other multivariable mathematical methods such as multiple regression, factorial analysis, and path analysis (Hair et al, 2014;Perdana et al, 2019).…”

“…Nowadays, halal products have become a lifestyle and an important quality assurance in a country where Muslims are statistically representing most of the population of the country, one of which is Indonesia (Perdana et al, 2019). Halal products refer not only to food and beverages but also to cosmetics, pharmaceuticals, chemical products, genetically modified products, and other daily use products (Miskam et al, 2015;Nafis, 2019) and also halal supply chain management in Hotels (Sentia et al, 2022a).…”

“…The second factor is subjective norms. Subjective norms are related to social normative presence pressures, such as a human's decision to adhere to certain behaviors that are influenced by a close community and cultural beliefs (Perdana et al, 2019). Subjective norms are also a human's perception of social pressure in the surrounding environment to conduct a certain perceived behavior (Sulaeman et al, 2017).…”

Effective Microorganisms as Halal-Based Sources for Biofertilizer Production and Some Socio-Economic Insights: A Review

“…Those food items with Halal certification are named as Halal foods. The connection between Halal certification and food can be easily found in the literature [ 1 , 2 , 3 , 4 , 5 , 6 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 , 53 , 54 , 55 , ...…”