Role of halal literacy and religiosity in buying intention of halal branded food products in India

Abstract

Purpose This study aims to investigate the influence of religiosity (intrinsic and extrinsic) and halal literacy on the intention of Muslim consumers to purchase halal branded food products in India. An extended version of the theory of planned behaviour (TPB) was used as a framework. Apart from religiosity and halal literacy, the influence of attitude, social norms and perceived behavioural control of halal on buying intention were also tested. Design/methodology/approach The study uses a survey design. The data were collected from 350 individual respondents, using a closed-ended, structured questionnaire. The quality of the measurement model has been assessed through reliability testing, factor loading, average variance extracted and Fornell-Larcker criterion. The test of hypotheses was conducted by performing the partial least square structural equation modelling. Findings The result of hypotheses testing shows that both intrinsic and extrinsic types of religiosities did not have a direct influence on buying intention. However, religiosity (extrinsic and intrinsic) and halal literacy have significant relationships with most of the antecedents of the intention of the TPB. In addition, both kinds of religiosities (extrinsic and intrinsic) and halal literacy had a significant indirect effect (through TPB antecedents) on buying intention. Originality/value Muslim population in India is one of the largest in the world, yet there is a lack of popular halal branded food products in the market. Nevertheless, few researchers have attempted to study the consumer behaviour of the Muslim population for halal products in India. A large amount of research work on halal food behaviour is from countries such as Malaysia and Indonesia, where the Muslim population is in the majority and halal brands are already popular. Further, this paper studies the impact of dimensions of religiosity, which has been overlooked by researchers studying the halal food purchasing behaviour. The study also explores the impact of halal literacy, an understudied construct in halal marketing literature. The present study is amongst the earliest empirical research based on Muslim consumers in India on the topic of halal branded food products.

Purchase Intention of Halal Cosmetics: The Mediating Role of Attitude

“…This study still debates research gap inconsistencies of previous studies on purchasing behavior in halal products. It is like research (Khan et al, 2022), which found that religious belief was not an essential factor in influencing the purchase intention of halal cosmetics. However, another study uncovered that the religiosity level was statistically significant in influencing attitudes toward halal products (Ahmadova & Aliyev, 2020).…”

“…The halal label/logo aids Muslim consumers in making food selection decisions (El-Bassiouny, 2014). Previous studies have proven that religiosity affected consumer purchase intentions (F. Amalia, 2020;Haque et al, 2018;Iranmanesh et al, 2019;Khan et al, 2022;Zakaria et al, 2018).…”

Halal Marketplace: The Influence of Attitude, Subjective Norms, and Perceived Behavior Control on Purchase Intention of Muslim Consumers

“…However, it differs from the study carried out by Ningtyas et al (2021) and Ikhsan and Sukardi, (2020) suggesting that although attitude and behavioral control had a positive and significant influence on purchase interest in halal-certified products, subjective norms had no positive and significant influence on buying interest in halal-certified products. Khan et al (2022) follow up reasons for the insignificancy that neither intrinsic nor extrinsic religiosity had a direct influence on purchase intention. A previous study also describes that Halal labels and knowledge do not have a significant influence on consumer's desire to buy halal products in Japan (Ratih et al, 2021).…”

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

“…Proposisi yang dapat diangkat dalam variabel ini adalah penekanan pada informasi mengenai label halal (A. Khan, Arafat, & Azam, 2020;Shah, Azhar, & Bhutto, 2019), penekanan pada produk yang dapat memberikan manfaat (Awan, Siddiquei, & Haider, 2015;Jamal & Sharifuddin, 2015;Yeo, Mohamed, & Muda, 2016).…”