The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach

Abstract

Although the important role of halal awareness, halal certification, and marketing-related components in determining purchase intention has been recognized in the marketing literature, empirical examination of this issue is limited. In order to fill this knowledge gap, this study aimed to determine the relationships between halal awareness, halal certification, food quality, marketing promotion, and brand with the intention to purchase halal product among the non-Muslim community in Malaysia. The data were collected through a selfadministered questionnaire survey consisting of 226 non-Muslim consumers. Structural equation analyses indicated that the halal awareness, halal certification, marketing promotion, and brand were positively related to purchase intention, whereas food quality was negatively associated with it. Theoretically, this study is one of the first attempts to develop and to empirically test a conceptual model on halal purchase intention by integrating halal components with marketing-related components.

The Influence of Attitude, Knowledge and Quality on Purchase Intention towards Halal Food: A Case Study of Young Non-Muslim Consumers in Thailand

“…Namkung and Jang (2007) also showed that food quality has a positive influence on behavioral intention. According to Aziz and Chok (2013), halal food should be recognized that the high quality by the non-Muslim consumers, which has an impact on purchase intention. Therefore, we hypothesize that:…”

“…In addition, Mohamed, Shamsudin, and Rezai (2013) observed that if consumers lack knowledge about halal food may affect their attitude and purchase intention. In Aziz and Chok (2013), the quality of halal food can be a source of product differentiation and is an important parameter for the food industry; therefore, understanding the relationship between the quality of halal food and consumer behavior is very important for producer and marketers. Many previous studies have been focused on the purchase intention towards halal food among young Muslim consumers (Khalek, 2014;Musa, 2014) but there are very few studies that focus on young non-Muslim consumers.…”

Reliability and Validity of Consumers’ Decision Making Investigation of Safe Street Food Purchasing, Pilot Study in Nakhon Si Thammarat, Thailand

“…All variables in this measurement model meet the criteria of discriminant validity. Thus, this instrument confirms discriminant validity and the individual variable will not measure the same thing [24], [32].…”

“…AVE value in the last column of Table II presents convergent validity of construct. The construct are considered valid when the AVE of each construct higher than 0.5 [32]. In Table II, all constructs have AVE is ranging from 0.51 to 0.66 that are valid except consumers' purchasing (AVE = 0.42).…”

“…The values of those both parameters are demonstrated in Table II. The construct reliability (CR) is ranging from 0.74 to 0.89 that shows good internal consistency (0.75 -0.90) [31] other than consumers' purchasing factor which is 0.74 however the reliability of consumers' purchasing construct is acceptable (CR > 0.7) [32]. AVE value in the last column of Table II presents convergent validity of construct.…”