Halal vaccination purchase intention

Abstract

Purpose The purpose of this study is to empirically examine the determinants of purchase intention of Halal vaccination and compare the results between Muslim consumers in Malaysia and Pakistan. It focuses on analyzing the influence of various factors on the purchase intention of Halal vaccination and determining whether the relationships are significantly different in the two Muslim-majority countries. Design/methodology/approach The study is based on the extended theory of planned behavior and self-congruity theory. The variable of religiosity was added with the three variables of the theory of planned behavior, i.e. attitude toward Halal vaccinations, subjective norms and perceived behavioral control. It shows the congruity between Muslim consumer and Islamic brands and proposes a wider range of determinants in the framework. The study’s sample size was 378, and the respondents were Muslim consumers in Malaysia and Pakistan. Purposive sampling technique was used to extract the sample from three cities in each country. Partial least square (PLS) was used to statistically analyze the data using PLS–structural equation modeling approach. The measurement model was analyzed, and invariance of the measurement model was established. Afterward, the hypotheses were tested, and multi-group analysis was performed through Henseler’s multi-group analysis (MGA) and Permutation test. Findings The results indicate a lack of significant relationships between the independent variables and the purchase intention of Halal vaccination except in the case of subjective norms. This construct has a significant but inverse relationship in the case of Pakistan’s Muslim consumers, which can be attributed to the presence of consumer skepticism regarding the issue of Halal vaccination. The MGA results reveal a statistically significant difference in the influence of religiosity on purchase intention between the two countries, depicting differences in the brand–self congruity perceptions of consumers in the two countries. Research limitations/implications The sample size was relatively small due to the limited time duration. Originality/value The area of Halal vaccination has been given limited attention in academic literature. This study addresses this area that has limited research and is greatly attractive to a large number of brands targeting the Muslim consumer market. The results of the study can form a foundation for creating the branding strategy of this product category and assessing its demand in various Muslim markets.

Muslim Consumer Behavior Analysis at Halal Product In Indonesia

“…Muslim consumer behavior that is reflected is that muslim consumers who choose, buy and use halal medicines are influenced by external factors such as: demography, subculture, social class, values, family life cycle and culture. It is supported by other research that show social class is significant external factor [24]. While the internal factors that influence are the motives (strong Islamic character within), a firm personality on principles, and emotion, and memory (past experiences where consumers have been consuming the halal medicines for a long time).…”

The urgency of legal regulations existence in case of COVID-19 vaccination refusal in Indonesia

“…A measles outbreak also took place in the southern provinces of Thailand, which also has a Muslim population, and resulted in 14 deaths and more than 1500 cases of measles. 25 Measles outbreaks were also reported among the Muslim population in Malaysia and the Philippines. Religious beliefs play a very important role in Indonesia, which has a Muslim majority population.…”

Halal or Haram? The COVID-19 Vaccine Discussion Among Twitter users in Malaysia

“…Oxholm et al ( 2021 ) suggest that communities’ religious norms and worship practices have created significant concerns for public health. In Muslim majority countries like Malaysia, studies show that people have refrained from using certain vaccines due to doubts regarding their halal status (Bukhari et al, 2021 ). Islamic law prohibits the use of medicines or ingredients from haram sources such as swine and its derivatives (Zainudin et al, 2018 ).…”