Factors affecting Halal purchase intention - evidence from Pakistan's Halal food sector. Issue 6 (15th June 2015)

• Record Type: Journal Article
• Authors: Awan, Hayat Muhammad; Siddiquei, Ahmad Nabeel; Haider, Zeeshan
• Editors: Sarkis, Joseph; Sarkis, Joseph
• Is Part Of: Management research review. Volume 38:Issue 6(2015)
• Publication Date: 2015-06-15
• Subjects: Management -- Periodicals; Management -- Research -- Periodicals; 658.4
• DOI: 10.1108/MRR-01-2014-0022
• Languages: English
• ISSNs: 2040-8269

Abstract

Abstract : Purpose: 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. 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 that among all antecedents which have the highest possible participation towards the development of Halal food purchase intention. 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 was collected through structured questionnaire having 7-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 behavioral, societal and marketing dimensions that guides the customers about their purchase intentions.