Islamic food laws: customer satisfaction effect halal purchase intention in China. Moderating role of religiosity

Abstract

Purpose

The research investigates the relationship between halal credence, awareness, certification, need for cognition (NC), effort, health consciousness, and satisfaction towards halal food (STHF). In addition, observe the influence of STHF on purchase intention explored. Finally, religiosity is examined as a moderator between STHF and halal purchase intention.

Design/methodology/approach

The data was collected from Muslim participants in Guangzhou and Shenzhen, China. A total of 476 respondents take part in this research. The data was collected from Muslims who eat food from halal food hotels. A purposive sampling technique is used to collect data from respondents. PLS-SEM is followed to test the proposed hypotheses.

Findings

The results reveal that halal credence, awareness, certification, effort, and health consciousness increase STHF. Conversely, NC does not influence STHF. Moreover, STHF significantly determines halal purchase intention. Finally, religiosity strengthens the positive association between STHF and purchase intention.

Practical implications

Food marketers and policy decision-makers can use research findings to enhance halal purchase intention. In China, Muslim customers usually search for halal food by putting in extra effort and seeing halal certification. They trust halal food because religiosity is their priority.

Originality/value

This initial research incorporates halal credence, halal awareness, certification, NC, effort, health consciousness, STHF, and religiosity to examine halal purchase intention using the theory of planned behavior (TPB).

Citation

Abdou, A.H., Chan, M.P., Rehman, S.U., Albakhit, A.I.A. and Almakhayitah, M.Y. (2024), "Islamic food laws: customer satisfaction effect halal purchase intention in China. Moderating role of religiosity", British Food Journal, Vol. 126 No. 8, pp. 3088-3112. https://doi.org/10.1108/BFJ-10-2023-0875