Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector

Abstract

Purpose – The purpose of this paper is to identify and determine the connection of various antecedents from educational literary works with Halal purchase intention. It also aims to investigate which antecedents, among all antecedents, have the highest possible participation toward the development of Halal food purchase intention. Consumers across the globe have an ever increasing demand for Halal items nowadays. Similarly, food stuff in Halal category has an increased acceptance across the globe. Numerous researches have therefore focused on Halal food perception, Halal understanding and its approval in various areas of the world. Design/methodology/approach – A total of 300 respondents were taken from four major cities of Pakistan to examine the relationship of factors that influence customer’s Halal purchase intention. Data were collected through structured questionnaire having seven-point Likert scale. It was divided into eight sections with statements measuring Halal Awareness, Halal Marketing, Subjective norms, Religion and Religiosity, Attitude, Subjective norms, Perceived Behavioural control, Halal Certification and Purchase Intention. Findings – The paper draws the findings that most of the customers rely on Halal Marketing, Personal and Societal perception and Halal certifications. On the other hand, least importance was given to their religious beliefs when making a purchase decision. The findings also suggest that customers are influenced by Halal Marketing and Branding practices of food products as they are being influenced by the sales promotions and celebrity endorsements. It has also been found that customers are willing to spend considerable efforts and money to purchase Halal food. Originality/value – The paper clarifies the strategies for Halal food manufacturers and marketers who are following Islamic Marketing philosophy as a base for their marketing campaigns. The study also provides a detailed insight into various behavioural, societal and marketing dimensions that guides the customers about their purchase intentions.

Restaurant Management’s Perspective on Halal Certification: An Exploratory Study in Surabaya, Indonesia

“…Already established on July 26 th 1975 in Jakarta, Indonesia (Prabowo et al, 2015), MUI should have had enough time to prevent the number of halal certified restaurant being this low, as shown by the fact. The fact also goes in contrary with a statement saying that several highly Moslem populated countries such as Indonesia and Malaysia, has already delegated officials to set food control (Awan et al, 2015). Informant three had started applying for halal certification ever since hearing that statement.…”

“…MUI role in socializing halal certification to the restaurant organizers, especially for small restaurant, is arguably still low. It is better to equate the rule with the one applied to big restaurants, which are obliged to administer halal certification, if needed, like done by KFC, Burger King, and Taco Bell; as confirmed by the 20 percent sales increase acquired by them post-certification (Awan et al, 2015). Those names refer to big franchise restaurants which has already obtained halal certification.…”

“…This indicates the need of halal certified food products as it seems to be a significant factor that determines Moslem decision before buying (Awan et al, 2015). There is a particular organisation issuing halal certification in Indonesia.…”

“…Not only ensuring that a particular food product is safe to be consumed in accord with Islamic rules, a certification in form of a logo accompanied by 'halal' writing, also become a challenge to ensure that the production process and quality are both halal (Awan et al, 2015). Halal logo has become a tool to convince Moslems in many part of the world.…”

“…Spiritual value, as well as its standardization, have an important role that is very influential upon customers; besides, spiritual value also affects on human's lifestyles, which will interfere their action towards the pre-consumed foods (Essoo & Dibb, 2004). A devout individual tends to purchase a particular kind of cuisine that is allowed to be consumed according to his/her religion, in order to avoid breaking a divine rule set by his/her religion (Awan et al, 2015).…”