What makes a non-Muslim purchase halal food in a Muslim country? An application of theory of planned behaviour

Abstract

Theory of Planned Behaviour (TPB) has become a prominent theory in describing the relationship between attitude and behaviour. TPB utilizes attitudes, subjective norms and perceived behavioural control to predict ―intention‖. Studies of similar topics concentrating on non-Muslim consumers as respondents particularly exploring in their repurchase intention on Halal food are uncommon. Therefore, this study attempts to demonstrate the TPB in exploring the non-Muslim consumer repurchase intention of halal food products. Data were collected through a self-administered questionnaire survey of 415 non-Muslim consumers in Malaysia. The result of Structural Equation Analyses indicate that non-Muslim consumers’ attitude, subjective norm, and perceived behavioural control toward halal food product positively influenced their intention to repurchase halal food. The conclusions and several recommendations for future research consideration are presented in the final section.

Keywords

• Non-Muslim consumer
• Attitude
• subjective norm
• Perceived behavioural control
• Repurchase intention
• halal food