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Non-Muslim Malaysians’ purchase intention towards halal products

Journal of Islamic marketing, 2022-06, Vol.13 (8), p.1751-1762 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited. ;ISSN: 1759-0833 ;EISSN: 1759-0841 ;DOI: 10.1108/JIMA-10-2020-0326

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  • Title:
    Non-Muslim Malaysians’ purchase intention towards halal products
  • Author: Chong, Shyue Chuan ; Yeow, Chin Chai ; Low, Choon Wei ; Mah, Pei Yew ; Tung, Diep Thanh
  • Subjects: Attitudes ; Brand loyalty ; Consumer behavior ; Consumers ; Customers ; Food products ; Food quality ; Halal food ; Hypotheses ; Influence ; Literature reviews ; Marketing ; Muslims ; Norms ; Perceptions ; Product quality ; Product safety ; Variables
  • Is Part Of: Journal of Islamic marketing, 2022-06, Vol.13 (8), p.1751-1762
  • Description: Purpose Halal products were a norm in the Muslim countries; however, halal food products were not only being consumed by Muslims nowadays. People are concerned about their daily needs, especially their food and spend in this modern society. Customers nowadays are more educated, and all the information can be easily accessed by just a click. Previous literature found that customers are looking for quality products and products that are safer to be consumed. Design/methodology/approach The purpose of this study investigates non-Muslim customers’ intention in consuming halal food products in Klang Valley, Malaysia. Using 321 non-Muslim responses from Klang Valley, partial least square regression was used to examine the factors influencing the customer’s purchase intention on halal products. Findings The results show that product quality, product price, product availability and product safety significantly influence the purchase intention of urban non-Muslim on halal food products. The result implies that product quality is the most significant factor compared with other variables. Originality/value The data and results may contribute to the relevant authority to form a proper plan to improve Malaysia’s halal food items.
  • Publisher: Bingley: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 1759-0833
    EISSN: 1759-0841
    DOI: 10.1108/JIMA-10-2020-0326
  • Source: AUTh Library subscriptions: ProQuest Central
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