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Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM

Mohammad Ali Ashraf (Department of Economics, United International University, Dhaka, Bangladesh)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 4 June 2019

Issue publication date: 10 September 2019




The purpose of this paper is to examine consumer behavior toward halal food purchase in Bangladesh. Specifically, how do individual beliefs about trustworthiness of the halal food products affect individual intentions to purchases and actual purchasing behavior?


To answer this question, a theoretical framework using the theory of planned behavior (TPB) as its basis was established. Using measurement scales created to assess different aspects of trustworthiness, and perceived behavioral control and subjective norms, a survey instrument was developed to test the various relationships implied by TPB. Data were collected from the households located in the metropolitan city of Dhaka during the months of November and December 2017, and the analysis of this data helps answer questions about the different relationships of the constructs of the study.


The findings of the study revealed that four factors, namely, trustworthiness, attitude, normative structure and self-efficacy, significantly influence halal food purchasing. The results also demonstrated that trustworthiness of halal food is one of the most important variables of food marketing in Bangladesh.

Research limitations/implications

In reality, there is a serious lacking of halal food marketing particularly in Bangladesh. In this respect, this study can be a pioneer one and may have some limitations in terms of research procedures.

Practical implications

It is crucial for the halal food marketing and its management organizations to provide their products and services in Islamic way, because it is different from the conventional way of modern marketing.

Social implications

This result specifically implies that like normative structure and self-efficacy, trust in the authenticity of halal food is particularly important to influence attitude toward halal food purchase in Bangladesh.


This study is perhaps the first study in the context of Bangladesh food market that deals with the halal food purchase behavior of the consumers. In this regard, the findings of the study are important in Islamic marketing and halal food marketing.



Ashraf, M.A. (2019), "Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM", Journal of Islamic Marketing, Vol. 10 No. 3, pp. 893-910.



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