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

The influence of knowledge on wholesomeness, labelling and trust toward Muslim consumers purchase behaviour of Syubhah semi-processed food products

Reezlin Abdul Rahman (Sungai Petani Community College, Sungai Petani, Malaysia)
Mohd Salehuddin Mohd Zahari (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia)
Mohd Hafiz Hanafiah (Department of Tourism Management, Universiti Teknologi MARA, Shah Alam, Malaysia)
Mohd Nor Mamat (Academy of Contemporary Islamic Studies, Universiti Teknologi MARA, Shah Alam, Malaysia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 3 June 2021

261

Abstract

Purpose

The available research works dealing with Halal food are centrally concerned with the Halal certification, logistics, export market, consumer awareness and business ethics with minimal study explores Muslim consumers’ purchase behaviour of Syubhah semi-processed food. The purpose of this study is to investigate the relationship between Muslim consumers’ knowledge on the wholesomeness, labelling, trust and purchase behaviour of Syubhah semi-processed food.

Design/methodology/approach

The study respondents are Muslim consumers in the semi and rural areas. Through a self-administered survey, 780 usable responses were successfully collected. The study hypotheses were analysed using the partial least squares structural equation modelling. Mediation analyses were conducted, focusing on the effect of trust on the relationship between consumer knowledge on the wholesomeness, labelling and purchase behaviour of Syubhah semi-processed food.

Findings

This study confirms that lack of knowledge on the wholesomeness and labelling among the semi and rural Muslim consumers influences them to purchase the Syubhah semi-processed food. Trust significantly plays a significant mediation role on the consumer Syubhah semi-processed food purchase behaviour.

Originality/value

This study confirms there is lack of knowledge among the semi and rural Muslim consumers on Syubhah semi-processed food. Such pessimistic indications of Syubhah food products carry varying consequences and implications for Muslim consumers, Halal food producers and the relevant religious authorities.

Keywords

Citation

Rahman, R.A., Zahari, M.S.M., Hanafiah, M.H. and Mamat, M.N. (2021), "The influence of knowledge on wholesomeness, labelling and trust toward Muslim consumers purchase behaviour of Syubhah semi-processed food products", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-05-2020-0133

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles