Paper Title
Determinant Factors of Consumers’ Intention to Eat at Halal Certified Restaurant
Abstract
Growing Muslim population indirectly indicates that the demand for Halal foods, products, banking, logistics and
others continue to expel thus creating demand for Halal certified restaurant as well. The small numbers of the Halal certified
restaurants and misleading sign of “pork free” and “no pork” restaurant asrevealed by JAKIM indirectly indicate that
Malaysian consumers have limited choice and insensitive enough to consume atHalal certified restaurant. By adopting
Theory of Planned Behavior, this study is trying to identify the consumers’ intention to eat at Halal certified
restaurant.Identifying the factors of consumers’ intention to eat at Halal certified restaurant is important to the restaurant
owners to comply Halal certification to fulfill the requirement for Halal certified restaurant. It is also essential to the local
government authority and JAKIM to enforce all restaurant operators to apply for Halal certification for their premises to
avoid misunderstanding betweenHalalcertified restaurant and pork free restaurant among Muslim consumers. By adopting
the non-probability sampling method technique convenience, 113 data was gathered from government servants and industrial
players. Partial least squares technique of Structural Equation Method approach is used to test the relationship between the
research models construct. The findings show that attitude, subjective norm and awarenesswere significant
predictorshowever perceived behavioral control is not a significant predictor to consumers’ intention to consume at Halal
Certified Restaurant. The findings are also useful information to the local government authority to enforce the compliance
of Halal certified restaurant to meet global market demand in future.
Keywords - Theory Planned Behavior, Intention, Perceived Behavioral Control, Subjective Norm, Awareness,Halal food,
Halal Certified Restaurant, Partial Least Squares (PLS), Structural Equation Method (SEM)