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Determinants of attitudes towards Halal products: Empirical evidence from Azerbaijan

Emiliya Ahmadova (International School of Economics, Azerbaijan State University of Economics, UNEC Empirical Research Center, Azerbaijan State Economic University, Baku, Azerbaijan)
Khatai Aliyev (Department of World Economy, UNEC Empirical Research Center/Azerbaijan State University of Economics (UNEC), Baku Engineering University, Baku, Azerbaijan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 3 February 2020

Issue publication date: 9 January 2021




The purpose of this study is to analyze the customer attitude on Halal food products and determine major factors that affect the attitudes towards Halal food products in Azerbaijan. Within the framework of this research, theory of planned behavior was applied and influence of subjective norms, religiosity level, availability of Halal certification and health considerations on attitude toward Halal food products was measured.


Random sampling technique was used during these studies. Within the framework of current research, the local Muslim population was surveyed. The sample size for current research was 636, and specified models were estimated using Eview by applying a robust least squares method.


The impact of subjective norms, religiosity level and availability of Halal certification and health considerations upon consumer’s attitude is economically and statistically significant. Empirical findings show that the strength of the association between religiosity level and attitude toward Halal food products is dependent on the level of religiosity and some other factors such as age category, gender status and existence of halal certification.

Practical implications

As a predominantly Muslim country, exploring attitudes toward Halal food products in Azerbaijan can serve as a valuable source of information while developing Halal branding strategy in this market, i.e. insights gaining from this research will guide marketers while tailoring their marketing strategy for efficiently targeting this market.


This is the first empirical research in Azerbaijani market devoted to understanding factors that influence Halal food purchase attitude.



Ahmadova, E. and Aliyev, K. (2021), "Determinants of attitudes towards Halal products: Empirical evidence from Azerbaijan", Journal of Islamic Marketing, Vol. 12 No. 1, pp. 55-69.



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