A Research on The Attitude and Purchasing Behavior of Muslim Consumers Towards Products with Halal Logo in Another Muslim Country

Abstract

Consumers living in Muslim countries often do not pay attention to the halal logo as they think that the products in their own countries meet the halal requirements. However, Muslim consumers are highly susceptible to purchasing halal products when they go to a non-Muslim country. The halal logo makes it easier for consumers who have this sensitivity to choose halal products. At this point, it is wondered whether the halal logo is effective in the purchasing behavior of Muslims in different Muslim countries. From this point of view, in this study, it is aimed to fill the gap in the literature by investigating the attitudes and behaviors of Muslim consumers towards products with halal logo when they go to another Muslim country. For this purpose, the halal logo knowledge, awareness and attitudes, and halal logo product purchasing behaviors of Muslim international students coming to Turkey, a Muslim country, for university education were examined. The research model developed for this purpose was created by utilizing the knowledge, attitude and practice (KAP) model. Within the scope of the study, data were collected from 396 international students through an online questionnaire using convenience sampling method. The obtained data were analyzed using structural equation modeling (SEM). The investigation revealed that halal logo awareness and attitude toward halal logo products significantly affect halal logo product purchasing behavior. However, information about halal logos is unlikely to have a significant and beneficial effect on the halal logo product purchasing behavior.

Research on the Millennial Generation’s Behavior Toward Halal Consumption

“…It illustrates that labeling the halal logo is vital to distinguish it from other (nonhalal) products, which strengthens consumers' confidence simultaneously. Several studies' results corroborate the halal logo's important role in the intention to purchase halal products (Bashir, 2019;Temizkan, 2022). Therefore, the second hypothesis in this research is: H 2 : The halal logo is thought to affect the intention to purchase halal products positively.…”

“…In addition, the behavior that emerges and develops in most Muslim countries provides a huge opportunity to understand and realize the importance of consuming halal products so that the concern for halal products becomes a rational choice. Therefore, awareness of halal products is the initial process that supports the behavior of consuming halal products, and research results strengthen the influence of awareness regarding halal products on the intention to purchase halal products Bashir, 2019;Aransyah, et al, 2019;Ali, 2021;Temizkan, 2022). Thus, the first hypothesis in this research is: H 1 : Halal awareness is thought to affect the intention to purchase halal products positively.…”

“…Further, several other verses also support the importance of halal consumption, and it at least reinforces the importance of halal consumption as part of a principle of life and a commitment to building a sustainable human faith. Therefore, education and literacy related to halal consumption is important, not only related to science but also concerning religion and behavior, because it essentially involves life principles and philosophy of behavior according to Islamic rules (Perdana et al, 2019;Aransyah, et al, 2019;Mcgonagle, 2020;Eid, 2020;Temizkan, 2022).…”

Pengaruh Religiusitas, Dan Harga Terhadap Minat Beli Fashion Halal Dengan Sikap Sebagai Variabel Intervening Religiusitas (Studi Di Kota Kendari Provinsi Sulawesi Tenggara)

“…Dengan demikian maka sangat logis bila hasil penelitian ini juga berhasil menemukan fakta tentang adanya pengaruh harga terhadap sikap. Temizkan, dan Zinoubi juga mendukung temuan tersebut bahwa terdapat hubungan antara harga dan sikap (Temizkan, 2022); (Zinoubi, 2021).…”

“…Meskipun demikian, sikap itu sendiri juga mendapatkan perubahan yang signifikan bila dihadapkan oleh harga. Temizkan menemukan fakta bahwa harga mempengaruhi sikap (Temizkan, 2022). Zinoubi juga mendukung temuan tersebut bahwa terdapat hubungan antara harga dan sikap (Zinoubi, 2021).…”