Paper Title :A Halal Literacy Perspective in Food Purchasing
Author :Amirah Balqis Sahar Effendi, Chemah Tamby Chik, Aslinda Mohd Shahril, Salamiah A Jamal, Guspri Devi Artanti
Article Citation :Amirah Balqis Sahar Effendi ,Chemah Tamby Chik ,Aslinda Mohd Shahril ,Salamiah A Jamal ,Guspri Devi Artanti ,
(2024 ) " A Halal Literacy Perspective in Food Purchasing " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 42-47,
Volume-10,Issue-3
Abstract : This study investigates the purchase intention of halal food products and how halal literacy moderates the
relationship in a consumer behaviour study. Attitude, subjective norms, and perceived behavioural control influence
purchase intention. Halal literacy is vital in determining purchase intention and consumer behaviour of halal food. Data will
be collected from 190 Muslim consumers aged between 20 and 50 years with purchasing power. Screening questions will be
used to engage suitable respondents. Data will be analysed for descriptive analysis, and relationships between the
independent and dependent variables will be determined. The moderating factor of halal literacy will also be analysed. The
findings will stress the importance of attitude, subjective norms, and perceived behavioural control in consumer behaviour
and its relations with purchase intention. Halal literacy in halal food purchases will be a contributing factor for food
marketers to enhance its significance in a consumer behaviour study of halal product purchases.
Keywords - Halal, Purchase Intention, Halal Food, Customer Behaviour
Type : Research paper
Published : Volume-10,Issue-3
Copyright: © Institute of Research and Journals
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Published on 2024-08-09 |
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