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Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction

Muhammad Muflih (Department of Accounting, Politeknik Negeri Bandung, Bandung, Indonesia)
Juliana Juliana (Department of Islamic Economics and Finance, Universitas Pendidikan Indonesia, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 20 June 2020

Abstract

Purpose

This paper aims to estimate the influence of spirituality on halal-labeled food shopping behavior both directly and through the mediating roles of image, trust and satisfaction.

Design/methodology/approach

Using quantitative methods, this research analyzed the responses to questionnaires distributed to 212 respondents from Bandung, Indonesia. To prove the hypotheses, the collected data were analyzed by partial least square (SEM-PLS) using SmartPLS.

Findings

This research shows that the direct relationship between spirituality and halal-labeled food shopping behavior was insignificant. However, the relationship between spirituality and halal food shopping behavior became indirectly significant through the mediating roles of image, trust and satisfaction. This finding confirms that image, trust and satisfaction are influential factors in the increased shopping behavior of consumers who choose halal-labeled foods.

Practical implications

To increase the shopping behavior of Muslims for halal-labeled food, halal food companies need to expand the halal label campaign to electronic and social media. Besides, halal food companies need to develop the accountability of food quality to ensure that the halal food products meet the health and safety standards expected by the public. Spiritual education is also required to harmonize the love for God and the food choices approved by God.

Originality/value

This study is the first in testing the influence of spirituality on halal-labeled food shopping behavior both directly and through the mediating roles of image, trust and satisfaction. It successfully revealed the strengths and weaknesses of spirituality in influencing the behavior of halal food shopping.

Keywords

Citation

Muflih, M. and Juliana, J. (2020), "Halal-labeled food shopping behavior: the role of spirituality, image, trust, and satisfaction", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-10-2019-0200

Publisher

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Emerald Publishing Limited

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