Does the country of origin of a halal logo matter? The case of packaged food purchases

Abstract

Purpose This paper aims to model consumers’ decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an indicator for assessing credibility of a halal logo, and its relevance in consumers’ decision to use the logo in packaged food purchase. Design/methodology/approach A data set from a survey of 559 respondents from two countries was used to test eight hypotheses that were developed based on a modified theory of planned behaviour framework, using partial least squares procedures. Findings Halal certification logo was found to have COO effect on consumers’ evaluation during purchase decision of food items. Consumer uses information on the COO of a halal logo to assess the logo’s credibility in delivering the halal food standard. The construct, along with the constructs of religiosity and its interaction terms, subjective norms and attitude, explains consumers’ intention to consider the halal logo during packaged food purchase. Research limitations/implications Generalization of the findings is limited to the packaged food industry and to the consumer groups surveyed in the two countries. Practical implications There is a need for marketers to recognize Muslim consumers’ sensitivity towards the origin of a halal logo in choosing the right logo for their products. Logo certifiers may want to consider adopting marketing strategies to market their certification as a credible marker of a halal food standard. Originality/value The effect of COO of halal logo and its influence on consumers’ decision to use the logo in purchase decision are new to the literature.

Determinant factors of Indonesian muslim behavior in choosing halal products

“…In research (Muhamad et al, 2017), the belief that a halal logo country of origin indicates the logo's credibility is positively related to the intention of considering a halal logo during the purchase of packaged food. Muslim consumers may think that countries with a predominantly Muslim population and lands with a more Islamically conservative outlook would be more serious and willing to implement Islamic regulations.…”

Russians’ Perceiving The Halal As A Sign Of Quality (Case Of St. Petersburg Meat Market)

“…In other source the global Halal food market was valued at US$ 715.0 Bn in 2018, and is projected to exhibit a CAGR of 12.7% over the forecast period (2019 -2027), in terms of revenue [23]. Besides, a set of relevant academic articles has been analyzed to get to understanding main concepts and methods of analogue research done in Muslim countries mainly [24][25][26][27][28].…”

Uncovering Indonesian Millennial's Halal Food Purchase Intention: Halal Value and Halal Logo as the Antecedents

“…The consumers can possibly acquire information from valid certification which acts as a communication tool of provider in delivering message about the quality of credence goods (Bonne & Verbeke, 2008;Del Giudice et al, 2018;Sheldon, 2017). The certification may also help the consumers reduce any possible risks regarding the product's quality (Muhamad et al, 2017), for instance, the revealed information on credence goods, i.e. organic food, can influence the consumers' attitude and trust in organic foods (Teng & Wang, 2015).…”