The determinants of imported food purchase of Muslim consumers in Malaysia

Abstract

Purpose

This paper aims to investigate the consumption and actual purchase behaviour of Malaysian food consumers who have experienced of buying imported food and to compare the differences between two groups, Muslim and non-Muslim.

Design/methodology/approach

This study collected data from the imported food buyers in Malaysia using a self-administered questionnaire. A total of 435 usable responses were used for further analysis. To identify the Malaysian consumers’ imported food consumption, exploratory factor analysis was used. A t-test and χ² test were applied to compare the difference of consumer groups between Muslim and non-Muslims.

Findings

The results have found the determinants of imported food purchasing of both Muslim and non-Muslim consumers and the most perceived quality aspects related to their food lifestyles. Malaysian consumers, regardless of religion, are most affected by the intrinsic factors like nutrients, health functionality and freshness. Muslim consumers also mostly perceive taste as a quality aspect regarding to their food lifestyles.

Practical implications

This study provides a number of potentially important and valuable resources for the manufacturer or exporters seeking to enter the Malaysian food market. Imported food into Malaysia should adopt the customised strategies through the products emphasising health benefits and tastes to achieve maximum marketing results.

Originality/value

This paper contributes important information about imported food consumption of Malaysian consumers. Therefore, it will be useful for food manufacturers or exporters from in particular non-Muslim countries to understand Muslim consumers’ perception and purchasing behaviour towards imported food.

Citation

Choi, Y. and Jeong, J. (2020), "The determinants of imported food purchase of Muslim consumers in Malaysia", Journal of Islamic Marketing, Vol. 11 No. 6, pp. 1539-1556. https://doi.org/10.1108/JIMA-12-2018-0228