Journal of Food Products Marketing Applying the Institutional Theory at the Level of Halal Consumers: The Case of Cape Town in South Africa (original) (raw)
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Journal of Food Products Marketing, 2019
The institutional theory, especially at an individual level, has not been conducted on halal consumers in South Africa. The purpose of this study was to evaluate the degree to which halal consumers who have higher institutional pressures are more expected to purchase halal food products. This study draws upon institutional theory to present empirical evidence that institutional factors may show a significant effect on halal consumer's purchase intention and buying behavior toward purchasing halal food products. A sample of 298 halal consumers in South Africa was selected. Data samples were collected via self-administrated questionnaires. Structural equation modeling (SEM) was used to test study hypotheses. The study showed that all institutional factors have a direct effect on halal consumer's intention and indirect effect on buying behavior. Based on the results, normative pressures had a high significant effect among institutional pressures, followed by other factors such as mimetic and coercive pressures, respectively. This study is first of the uncommon studies examining halal consumers' purchase intention and buying behavior in a non-Muslim country, employing the institutional theory in the context of halal food consumption.
Journal of Food Products Marketing
This research study highlighted the factors that influence the intention of consumers to buy halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-South African consumers' purchase intention. Non-South Africans are foreign people who reside in South Africa including immigrants, workers, and students. Through utilising the theory of planned behaviour, this study aims to determine the attitudes, subjective norms, perceived behaviour control, and awareness of non-South African towards purchasing halal food products. This also attempts to identify the strongest factor that influences the purchasing intention of halal food by non-South African consumers. The sample of the study consisted of 230 non-South African consumers in Cape Town. Data were collected through self-administered questionnaires. Structural equation modelling (SEM) was used to identify the structural relationships among the constructs identified and to test the study hypotheses. The findings of this study indicate that there is a significant relationship between awareness and buying behaviour. Interestingly it found that only the attitude dimension of TPB had a significant relationship with purchase intention, whereas subjective norms and perceived behavioural control did not show a significant relationship with the consumer intention variable.
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.
The Proceedings of the 2nd International Conference on Business and Management (ICBM 2019), 2019
This paper aimed to find out the factors influencing Bangladeshi consumers halal purchase behavior. The researchers, for this purpose, surveyed 137 consumers of Dhaka city. A structured questionnaire was used to collect data about consumer attitude, personal norms, and halal purchase behavior. The Structural Equation Modeling technique was employed for data analysis using Smart PLS software. The results of this study pointed out that consumer personal norms and attitude influenced Bangladeshi consumers halal purchase behavior. Moreover, the relationship between consumer personal norms and consumer halal purchase behavior was mediated by consumer attitude. Therefore, managers should strengthen consumers personal norms that ultimately influence consumer attitude and halal purchase behavior. The limitations of this study invite future researchers to validate the research model with a large sample size in cross country perspective.
Strengthening consumers’ halal buying behaviour: role of attitude, religiosity and personal norm
Journal of Islamic Marketing, 2020
This study is targeted to determine direct and indirect ways of strengthening consumers" Halal buying behaviour. For this, the researchers explore the role of religiosity and consumers" personal norms on consumers" attitudes and Halal buying behaviour. The study also reconnoiters the mediating role of consumer attitudes. Design/ Methodology/ Approach: With a structured questionnaire, a survey was conducted to collect data on consumer attitudes, personal norms, and Halal buying behaviour. Finally, 229 valid questioners were retained for data analysis. The Structural Equation Modeling technique was employed for data analysis using SmartPLS 3.0. software. Findings: The result of this study suggests that consumers" attitude toward Halal purchase depends on consumers" personal norms and religiosity. Further, the role of consumer attitudes and religiosity on Halal buying behaviour of consumers is significant. However, personal norms are not significant predictors of Halal buying behaviour. Consumer attitudes mediate the relationships between personal norms and Halal buying behaviour, as well as religiosity and Halal buying behaviour. Research Implications/Limitations: The findings of the present study indicate that consumers" personal norms and religiosity are the important determinants of consumer attitude and behaviour toward Halal purchase. Marketers of Halal products and services should focus on strengthening consumers" attitudes and religiosity to influence consumer behaviour toward Halal purchase. Originality/ Value: In the light of recent researches on Halal purchase, the present research finds the essential predictors of consumers" Halal purchase attitude and 2 behaviour. The study also reveals that consumer attitude is an important role in strengthening Halal buying behaviour since it has both direct and indirect impact Halal buying behaviour.
American Journal of Economics, 2012
This study investigates the direct effects of purchase intention and consumer confidence towards halal product actual purchase based on Theory of Planned behavior (TPB). Four antecedents of actual purchase are identified: purchase intention (4 items), consumer confidence (7 items), perceived behavioral control (7 items), subjective norm (7 items) and actual purchase (8 items). Using primary data collection method, 200 questionnaires were distributed to target respondents comprising of international graduate students studying at five universities in Malaysia. The responses collected were 120 completed questionnaires representing 60% percent response rate. The data were analyzed using Structural Equation Modeling (SEM) via AMOS 18. This study proposes four direct causal effects and two mediating effects in the structural model. The findings indicate that the TPB is a valid model in the prediction of actual purchase of halal products. Goodness of fit for the revised structural model shows adequate fit. Two of the hypotheses are substantiated: subjective norm is found to be positively related to confidence (β= 0.400, CR=2.302, P<0.021), and perceived behavioral control was also positively related to the intention (β= 0.831, CR=3.958, P<0.001). The paper extends the understanding of TPB to newly emerging contexts such as halal products usage intentions and confidence.
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 Islamic Monetary Economics and Finance
Kullu Halal (all Halal) is a concept that is highly applied in the Middle Eastern andNorth African (MENA) region as the majority of the population is Muslim. Manyproducts from non-Muslim countries are also exported to the MENA countries andsome of them are exposed to animal-based ingredients. Halal certification studies in theMENA region are found to be quite minimal to non-existent. The paper is designatedto analyze the effects of Halal certification towards the purchase intention of Muslimconsumers on food products from Muslim majority countries in the MENA countries.Theory of Planned Behavior (TPB) was used as a platform to predict the consumers’intention to purchase the Halal certified products. A self-administered questionnairewas selected as a method and the respondents are the Muslim consumers living incertain areas of Klang Valley, Malaysia. Five hundred questionnaires were distributed,and 417 questionnaires were considered usable. Structural Equation Modeling (SEM)was used ...
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.
British Food Journal, 2020
PurposeThis study aims at identifying a set of determinants that affect halal food purchase intention and measures the relative ranks of these determinants in purchasing halal food among Muslim consumers in India.Design/methodology/approachInterpretive structural modeling (ISM) approach has been employed in the research, which is an expert opinion-based approach. The opinions of experienced academicians and marketing professionals have been recorded for reaching to the conclusions. Matrice d' impacts croises multiplication appliqué an classement (MICMAC) analysis has also been applied to examine the driving and dependent power of these determinants.FindingsDriver power–dependence matrix reveals that although knowledge of halal and attitude are weak drivers, yet they are strongly dependent upon other determinants. These two variables are at the top of the ISM digraph hierarchy. Food safety and halal labeling have strong driving power, as well as strong dependence. Three determina...