A Research on The Attitude and Purchasing Behavior of Muslim Consumers Towards Products with Halal Logo in Another Muslim Country (original) (raw)
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Halal Branding: A study of Muslim consumers Perspective
Purpose-The literature on Islamic Branding is growing but research attention on Muslim consumer perspective on Halal branding is scarce. Limited research and anecdotal evidence suggest growing consumer awareness of halal branding but inconsistent use of Halal logo confuses many and affects positive perception. This paper will report preliminary findings of consumer perception of Halal brand across countries. Design/methodology/approach-The ongoing research is designed to uncover the awareness and perception of Halal brand among Muslim consumers in a non-Muslim country (Australia) and predominantly Muslim countries (Bangladesh and Malaysia). A mixed method research approach has been adopted to understand consumer perspective of Halal as a brand among Muslim consumers. Findings-Preliminary findings suggest that the inconsistent use of the word "Halal" as a 'term, sign, symbol or design' by marketers across the world has created confusion in consumer mind and hindering the creation of a perfect shortcut toward communicating value to the growing market segment. Research Limitations/implications-Being at the early stage, findings are tentative unless further verified later in this research and other crosscountry studies. It will contribute to our understanding on Islamic Marketing and Islamic Branding for the benefit of growing consumption needs of Muslim ummah in this globalised market economy. Practical implications-Findings have practical implications for marketers and Islamic councils/bodies across the globe to understand the need for standardizing the Halal logo and supervising its use by marketers consistently. Originality/value-This is research is one of its kind on his topic and adds great value to understand consumer perspective for better Islamic marketing practices.
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.
Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention
Research Abstract: Purpose – Indonesia is the biggest Muslim country in the world. Attention on the importance of Halal labeling in Indonesia is now growing. Halal‐conscious consumer segment is getting bigger and the Halal Product Protection Act is being drafted. Understanding purchase behavior of Muslim consumer regarding Halal Labeling is imperative for marketer doing business in a Muslim country. The purpose of this paper is to test the applicability of the theory of planned behavior (TPB) in explaining the intention to switch from products without certified Halal labels within a wide array of purchase context, especially in the purchase of food and medicine products. Design/methodology/approach – A policy capturing questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 7500 responses were obtained from 150 participating respondent in 50 different scenario cases. Data is analyzed using Multi‐Group Structural Equation Modeling. Findings – The findings is that Theory of Planned Behavior (TPB) is not completely valid to explain both the behavioral intention of Muslim consumers in Indonesia to seek information about the Halal certification of a product and to cancel their purchase if the product did not have Halal certification. Differences in magnitude and significance of causal relationships exist between different product categories. Research limitations/implications – The study employs a limited population, thus this research has weak external validity. However, because this research is using quasi-experimental method, this research has strong internal validity in return. Thus, relationships among variables can be explained, even though a generalization to field conditions still needs further research. Practical implications – The results will be primarily beneficial to marketers of food and medicine product sold in Muslim countries by offering an insight into the intentions of consumers to cancel purchases of products without Halal labeling. Originality/value – The paper extends the understanding of the behavior of Muslim consumer toward products without Halal labeling within a variety of purchase context. Keywords: Purchase Behavior, Halal Label, Muslim Consumer