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Factors affecting Halal
purchase
intention
– evidence from Pakistan’s Halal food sector
Management research review, 2015-01, Vol.38 (6), p.640-660
[Peer Reviewed Journal]
Emerald Group Publishing Limited ;ISSN: 2040-8269 ;EISSN: 2040-8277 ;DOI: 10.1108/MRR-01-2014-0022
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Title:
Factors affecting Halal
purchase
intention
– evidence from Pakistan’s Halal food sector
Author:
Awan, Hayat M
;
Siddiquei, Ahmad Nabeel
;
Haider, Zeeshan
Subjects:
Management science & operations
;
Management science/operations research
Is Part Of:
Management research review, 2015-01, Vol.38 (6), p.640-660
Description:
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.
Publisher:
Emerald Group Publishing Limited
Language:
English
Identifier:
ISSN: 2040-8269
EISSN: 2040-8277
DOI: 10.1108/MRR-01-2014-0022
Source:
ProQuest Central
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