Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food (original) (raw)
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Journal of Islamic Marketing, 2019
Purpose – International restaurant and fast food chains such as KFC, McDonalds and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose of this research is to identify the factors that most influence the product judgements of halal food among non-Muslim consumers in non-Muslim countries, and to assess the extent to which these judgements are related to willingness to consume halal food. Design/methodology/approach – A quantitative survey method was adopted, using a total sample of 1,100 consumers in Canada, Spain and the United Kingdom. The proposed model was tested using structural equation modelling. Findings – The results suggest that it may be possible for firms to satisfy specific niche market segments with standardised mass market products. Consumer cosmopolitanism and non-Muslim religious identity were found to be positively related to halal product judgement, and consumer ethnocentrism and national identification were negatively related to halal product judgement. There was a strong relationship between product judgement and willingness to consume halal food. Practical implications – The findings indicate that halal marketing may provide promising business opportunities for international restaurant and fast food chains, as well as food manufacturers and retailers. However, in countries or regions where there are many consumers with high levels of national identification or consumer ethnocentrism, firms should not expect non-target consumers to accept halal products. Originality/value – This is the first study to suggest that in non-Muslim countries, food companies may switch entirely to halal produce for certain products as an effective market segmentation strategy targeting Muslim consumers.
The acceptance of halal food in non-Muslim countries
Journal of Islamic Marketing, 2019
Purpose International restaurant and fast food chains such as KFC, McDonald’s and Subway currently serve halal food in some non-Muslim countries, with mixed results. The purpose of this paper is to identify the factors that most influence the product judgements of halal food amongst non-Muslim consumers in non-Muslim countries and to assess the extent to which these judgements are related to willingness to consume halal food. Design/methodology/approach A quantitative survey method was adopted, using a total sample of 1,100 consumers in Canada, Spain and the UK. The proposed model was tested using structural equation modelling. Findings The results suggest that it may be possible for firms to satisfy specific niche market segments with standardised mass market products. Consumer cosmopolitanism and non-Muslim religious identity were found to be positively related to halal product judgement, and consumer ethnocentrism and national identification were negatively related to halal produ...
The Influence of Religiusity and Halal Label through Halal Awareness Purchase Decisions
2020
This study examines four variables namely religiosity, halal labels, halal awareness and purchasing decisions. The purpose of this study is to analyze and explain the effect of religiosity and halal labels on KFC product purchase decisions by testing halal awareness as intervening. The research respondents were KFC consumers in Jombang which were Muslim. A total of 133 respondents were sampled in this study. The analysis technique is descriptive and linear regression for confirmation on a structural equation model built by the researcher. The quantitative approach was chosen to explain the influence between research variables. Data collection using a questionnaire. The results of this study found that religiosity, halal labels and halal awareness had a positive impact on purchasing decisions for KFC products in Jombang. In previous studies, most religiosity variables and halal labels on purchasing decisions were examined without using intervention variables. This study includes an i...
The Influence of Religious Behavior on Consumers' Intention to Purchase Halal-Labeled Products
Business and Entrepreneurial Review, 2014
The purposes of this research are to analyze the influence of consumers• religious behavior on their intention to purchase halal-labeled products, and also to analyze whether consumers with Islamic educational background are different from consumers with general educational background in terms of their religious behavior and their intention to purchase halal-labeled products. This research uses purposive sampling with 312 samples which represents the Muslim consumer especially students at State Islamic University of Jakarta and Trisakti University. This research applies Structural Equation Model to analyze the model and Mann-Whitney Test to analyze the differences. The finding sho111ed that consumers' religious behavior significantly influence their intention to purchase halal-labeled products, and only in terms of their intention to purchase halal-labeled products, consumers with Islamic educational background is higher than consumers with general educational background. Because of consumers' religious behavior is high, consumer intention 10 purchase halal-labeled products also become elevated. Thus, it is suggested that government and related institutions need to implement the Security Act of Halal Products immediately in order to protect the consumer from consuming non-halal products which are often circulating in Indonesian market and potentially causing social. political and economical turmoil.
Religiosity, Halal Awareness, and Muslim Consumers' Purchase Intention in Non-Food Halal Products
2020
This study aims to find out how religiosity and the subjective norm can influence Muslim consumers' purchase intention in halal products, with the halal awareness as an intervening variable. Considering the number of existing studies with the same variables in food products, this research seeks to enrich the literature with concerns of non-food halal products, especially in halal personal care products. This study is a quantitative survey method, by collecting data through the distribution of questionnaires to the respondents. The proposed model is then tested using the Partial Least Square (PLS) technique. Results of this study indicate that religiosity positively influences halal awareness, but negatively influences purchase intention. Meanwhile, subjective norms have a significant positive effect on halal awareness and purchase intention. It can be concluded that halal awareness fully mediates the relationship between religiosity and purchase intention, and partially mediates the relationship between subjective norm and purchase intention.
Journal of International Food & Agribusiness Marketing, 2013
Although the important role of halal awareness, halal certification, and marketing-related components in determining purchase intention has been recognized in the marketing literature, empirical examination of this issue is limited. In order to fill this knowledge gap, this study aimed to determine the relationships between halal awareness, halal certification, food quality, marketing promotion, and brand with the intention to purchase halal product among the non-Muslim community in Malaysia. The data were collected through a self-administered questionnaire survey consisting of 226 non-Muslim consumers. Structural equation analyses indicated that the halal awareness, halal certification, marketing promotion, and brand were positively related to purchase intention, whereas food quality was negatively associated with it. Theoretically, this study is one of the first attempts to develop and to empirically test a conceptual model on halal purchase intention by integrating halal components with marketing-related components.
Journal of Foodservice Business Research
Anxieties associated with the coronavirus disease (COVID-19) outbreak has kept people from attending different events and procuring food from unsafe sources. Although there is no evidence to support the transmission of COVID-19 by food, it is interesting to explore how people select food items and whether their consumption choices are influenced by ethical standards. Based on empirical evidence, this study provides new insights into the consumer behavior and purchase intention for halal food products in a developing country context. This study adopted Ajzen's theory of planned behavior (TPB) to study the factors influencing the overall consumer buying behavior toward halal food products. The study used a questionnaire survey to collect data from 267 consumers across 10 provinces of southern Thailand. Using descriptive statistics and correlation and regression analyzes, it analyzed the data to determine the influencing factors. The result indicates that, among all the factors, consumers' habits and knowledge of halal food significantly influence consumer behavior and purchase intention. The findings of this study suggest that an understanding of purchase intention toward halal food can influence consumer behavior in relation to sustainable consumption.
Purpose -Meat consumption decisions within a religious context can differ significantly from purchase decisions where religion does not play a key role. The purpose of this study is to investigate the determinants of Halal meat consumption within a Chinese Muslim population using the "marketing theory of planned behavior". The role of self-identity as a Muslim and dietary acculturation in the host culture is investigated. Design/methodology/approach -The study is based on a questionnaire survey. Cross-sectional data were collected through a survey of 368 Muslim participants, mainly from Xinjiang province in China. Data were analyzed by a series of regression analyses to test the model and the moderating effects of self-identity and dietary acculturation on behavioral intention. Findings -The results indicate that motivation to comply with religious requirements, and personal conviction, have a positive attitude toward behavioral intention to consume Halal meat. However, perceived control has a negative relationship with behavioral intention to eat Halal meat among Muslims. Results also show that in general, Halal meat consumption is determined by the pressure of others, personal conviction, and the perceived control. Practical implications -For marketing managers, Muslims with a low Muslim identity can be motivated to buy Halal meat by communicating through slogans that focus on the individual's opportunity to make his or her own choice(s). Originality/value -This paper will prove valuable to food-policy decision makers and food marketers, who might pursue identity and/or acculturation-related strategies in their distribution and communication efforts targeting the growing Halal food market segment in China and globally.
Antecedents of UK Muslim's Community Purchasing Behaviour of Halal-Labelled Products
The aim of this research is to empirically examine UK Muslim's community in terms of safety consciousness, health consciousness and confidence, as well as Islamic religiosity in predicting their intentions towards, and purchasing decision of halal-labelled products. Further, the researchers investigate the relationship between consumers' intentions towards halal-labelled products, and their actual purchasing decision based on the theory of Planned Behaviour. A conceptual framework is designed and relationships among its constructs are hypothesized. The research is conclusive, single cross section by nature. Data is collected from 300 UK Muslim consumers'. Self-administered questionnaires, is used to collect data from the sampled respondents. All hypotheses are tested using Structural Equation Modelling (SEM). Findings reveal significant relationships between Islamic religiosity and UK Muslim's consumers' perceptions of health consciousness and confidence in halal-labelled products, and their intentions towards purchasing these products. Further, significant association is found between consumers' intentions towards halal-labelled products and their actual purchasing behaviour. In addition, the results underscore the role of consumers' behaviour intention in mediating the relationship between Islamic religiosity, perceived health consciousness and consumers' confidence in halal-labelled products and actual purchasing behaviour. The current study considered UK Muslim's community only, future researches would take into account UK non-Muslims community's perceptions towards halal-labelled products. It will also be interesting to explore the perception-intention-actual purchasing behaviour relationships of other Muslim's community living in non-Muslim dominant countries. The significance of this study stems from diminishing the paucity of information on UK Muslim's consumers in terms of safety consciousness, health consciousness and confidence in halal-labelled products. Moreover, it provides better understanding of how these perceptions affect their intentions and purchasing decisions.
Journal of Marketing and Consumer Research, 2015
The Halal concept has been a major element among consumers living in an Islamic country like Jordan. This study aimed to examine the relationships between the antecedents of consumers' intention and consumers' behavior towards Halal Food in Jordan, and the mediating effect of consumers' intention (INT) in the relationship between perceived behavior control (PBC) and actual consumer behavior (ACT) towards Halal Food. A total of 250 consumers completed a survey that was conducted at middle locations in the capital of Jordan (Amman). The study used the structural equation modeling (SEM) techniques (Amos 20.0) to evaluate the casual model and the confirmatory Factor Analysis (CFA) to examine the reliability and validity of the measurement. Results of the study demonstrated the strong predictive power and explained the consumers' behavior in Jordan. These result demonstrated the ability of the original Theory of Planned Behavior (TPB) model to explain consumer's behavior towards Halal Food in Jordan. The findings highlighted that the relationship between consumers' attitude and subjective norm were significant and positive on consumers' intention, and consumers' intention on consumers' behavior was found to be significant with a positive relationship. And one hypothesis resulted in an insignificant relationship namely; perceived behavior control and consumers' intention. Moreover, intention was found to have no mediating effect.