To read this content please select one of the options below:

Psychological needs as underlying forces of halal food purchase intention

Sumera Syed (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Fauziah Sh Ahmad (Azman Hashim International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Syed Rashid Hussain Shah (Faculty of Social Sciences, The University of the West Indies St Augustine Campus, Saint Augustine, Trinidad and Tobago)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 July 2022

Issue publication date: 14 July 2023




During the past two decades, a tremendous increase in the trend of purchasing and consuming halal food has been witnessed both among Muslims and non-Muslims. However, the research on halal food is still inchoate and needs further exploration. Moreover, there is a dearth of research addressing the impact of intrinsic motivation on halal food purchase intention. This study aims to explore intrinsically motivated halal food purchase behaviour, by means of “self-determination theory,” which is based on innate psychological needs of autonomy, competence and relatedness.


A total of 308 responses were yielded from online questionnaires. Partial least squares-structural equation modeling (PLS-SEM) was then used to analyze the gathered data.


The results reveal that relatedness is the strongest driver of halal food purchase intention, followed by competence, while autonomy is found to be the weakest predictor of halal food purchase intention. The findings give marketers a new line to develop intrinsically motivated strategies with a special focus on close relationships.


To the best of the authors’ knowledge, this research is considered the first to explore the impact of “autonomy,” “competence” and “relatedness” on halal food purchase intention.



The authors would like to acknowledge and appreciate all participants in this study for their contribution in sharing their views.

Ethical consideration: The study was conducted for educational purpose through online survey in Pakistan, whereby the identity of the participants was not required. Such educational research which does not disclose the identity of the participants is exempted from the regulations requiring Ethical Review Committee (ERC). Moreover, participation in the survey was voluntary and the consent of participants was taken.

Competing interests: The authors declare that they have no competing interest.

Funding statement: The study did not receive any funding.


Syed, S., Sh Ahmad, F. and Shah, S.R.H. (2023), "Psychological needs as underlying forces of halal food purchase intention", Journal of Islamic Marketing, Vol. 14 No. 8, pp. 2070-2083.



Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles