Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction

Abstract

Purpose This paper aims to estimate the influence of spirituality on halal-labeled food shopping behavior both directly and through the mediating roles of image, trust and satisfaction. Design/methodology/approach Using quantitative methods, this research analyzed the responses to questionnaires distributed to 212 respondents from Bandung, Indonesia. To prove the hypotheses, the collected data were analyzed by partial least square (SEM-PLS) using SmartPLS. Findings This research shows that the direct relationship between spirituality and halal-labeled food shopping behavior was insignificant. However, the relationship between spirituality and halal food shopping behavior became indirectly significant through the mediating roles of image, trust and satisfaction. This finding confirms that image, trust and satisfaction are influential factors in the increased shopping behavior of consumers who choose halal-labeled foods. Practical implications To increase the shopping behavior of Muslims for halal-labeled food, halal food companies need to expand the halal label campaign to electronic and social media. Besides, halal food companies need to develop the accountability of food quality to ensure that the halal food products meet the health and safety standards expected by the public. Spiritual education is also required to harmonize the love for God and the food choices approved by God. Originality/value This study is the first in testing the influence of spirituality on halal-labeled food shopping behavior both directly and through the mediating roles of image, trust and satisfaction. It successfully revealed the strengths and weaknesses of spirituality in influencing the behavior of halal food shopping.

Customer behaviour towards halal food: a systematic review and agenda for future research

“…Halal food researchers should develop theory-driven frameworks and hypotheses. TPB and TRA are the most widely used theories in halal food literature. Only 12 studies have used other theories as the underlying theory of their studies (Muflih and Juliana, 2020; Quoquab et al , 2019). Although TPB is one of the leading theories in explaining customer behaviour, various weaknesses of TPB were highlighted in the literature.…”

Halal Awareness : Pengaruhnya Terhadap Keputusan Pembelian Konsumen Shopee dengan Religiositas Sebagai Variabel Moderasi

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Apakah Penciptaan Nilai pada Produk Penting? (Melalui Pendekatan Teori SDL)

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