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Buy Muslim-made first – does halal consciousness affect Muslims’ intention to purchase?

Siti Hasnah Hassan (School of Management, Universiti Sains Malaysia, George Town, Malaysia)
Norizan Mat Saad (Putra Business School, Putra Malaysia University, Serdang, Malaysia)
Tajul Ariffin Masron (School of Management, Universiti Sains Malaysia, George Town, Malaysia)
Siti Insyirah Ali (Graduate School of Business, Universiti Sains Malaysia, George Town, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 October 2020

Issue publication date: 13 January 2022

1326

Abstract

Purpose

Buy Muslim’s First campaign started with the primary aim of urging the Muslim community to be more vigilant about halal or Shariah-compliant products, leading to a number of halal-related issues, triggered by the exploitation or misuse of the halal logo in Malaysia. The purpose of this study is to gain an understanding of the purchase intention for Muslim-made products by applying the theory of planned behaviour (TPB). Halal consciousness was integrated as a moderating influence on the purchase intention of Muslim-made products.

Design/methodology/approach

Data collection was performed through a self-administered questionnaire which was distributed through convenience sampling method. Therefore, a useful sample comprising 152 Malay Muslim participants aged over 18 was collected. For hypothesis testing, hierarchical multiple regression analysis was implemented.

Findings

It was found that the participants’ attitudes towards the purchase of Muslim-made products and their perceived behavioural control significantly influenced their purchase intention, but the subjective norm did not impact this intention. Furthermore, halal consciousness moderated the relationships among all the independent and dependent variables. Halal consciousness moderated the relationship between participants’ attitudes towards Muslim-made products and their perceived behavioural control towards the purchase intention; however, this moderation did not occur through the subjective norm and the purchase intention.

Research limitations/implications

As the findings of this study were limited to the Muslim population in Malaysia, it might be difficult to generalize for other nations that have no similarities with the Malaysian Muslim culture.

Practical implications

The findings of this study may support Muslims to implement more effective marketing strategies that attract the target customers to purchase Muslim-made products. Effective promotion may attract potential customers as well.

Originality/value

The halal consciousness among Muslim consumers is important for the moderation and prediction of consumers’ intention to purchase Muslim-made products.

Keywords

Acknowledgements

The authors are grateful to Ministry of Malaysian Education and University Sains Malaysia for funding this research under the Fundamental Research Grant Scheme (203.PMGT.6711584).

Citation

Hassan, S.H., Mat Saad, N., Masron, T.A. and Ali, S.I. (2022), "Buy Muslim-made first – does halal consciousness affect Muslims’ intention to purchase?", Journal of Islamic Marketing, Vol. 13 No. 2, pp. 466-480. https://doi.org/10.1108/JIMA-05-2019-0102

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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