A S tudy o n Non-Muslim Consumer s' P urchase Intention of H alal Food in Korea
Tulsi Paudel O,
Wen Ya Li,
Yeong Gug Kim
et al.
Abstract:Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated e… Show more
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