A Study Of Purchase Intention Towards Muslims’ Products: The Moderating Effect Of Halal Knowledge And Halal Attitude
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Date
2014
Authors
Ali, Siti Insyirah
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Muslim population around the world are increasing every year. For Muslim, it is a
must for them to consume halal products. However, mass media often reveal that there are
always problem about halal issues. This creates a lot of anxiety among Muslims.
Furthermore, majority of the producers are non Muslim. Inappropriate used of halal logo and
fake halal logo are some issues that are always been debated. Thus, the selection of products
manufactured by Muslims is the best choice since Muslims know halal better than non
Muslim. In addition, products produced by Muslim have increased significantly. Government
has given many opportunities for Muslims to produce their own products by giving various
forms of incentives. However, the rate of purchase for Muslim products is still low. Thus, this
study aims to investigate the factors that influence customer intention to buy Muslims’
products. In addition, knowledge of halal and halal attitude are also included in the
framework in order to study the effect of these variables on the relationship between the
independent variables (attitude towards purchasing Muslims’ products, subjective norm and
perceived behavioural control) and the dependent variable (intention to purchase Muslims’
products). The findings revealed that attitudes towards behaviour and perceived behavioural
control have significant effect towards purchasing intention. Halal knowledge on the other
hand affects the relationships between independent variables (attitude towards purchasing
Muslims’ products, subjective norm and perceived behavioural control) and dependent
variable (intention to purchase Muslims’ products). However, attitude towards halal just
moderated the relationship between purchasing intention and attitude toward purchasing
Muslims’ products and perceived behavioural control.
Description
Keywords
Muslims' products , halal knowledge and halal attitude