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Article
Publication date: 3 July 2021

Mas Wahyu Wibowo, Auditia Lintang Sari Putri, Ali Hanafiah, Dudi Permana and Fauziah Sh Ahmad

The purpose of this paper is to evaluate Indonesian Muslim millennials’ decision-making process in purchasing halal food by introducing knowledge variable into the theory of…

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Abstract

Purpose

The purpose of this paper is to evaluate Indonesian Muslim millennials’ decision-making process in purchasing halal food by introducing knowledge variable into the theory of planned behavior framework and education level (EL; i.e. low vs high) as the moderating variable.

Design/methodology/approach

There were 400 questionnaires that were distributed to obtain responses from Indonesian Muslim millennials consumers. SmartPLS was used as the structural equation modeling approach to perform the multi-group analysis.

Findings

EL plays an important role that determines Indonesian Muslim millennials’ decision-making process to purchase halal food.

Research limitations/implications

The EL was distinguished based on the Indonesian formal education system, which excluded the religious education system from the analysis.

Practical implications

The information conveyance of halal food product attributes should be conducted gradually according to the millennial consumers’ EL. Millennial consumers with higher EL are more likely to internalize the credence attributes of halal food compared to the lower EL counterpart.

Originality/value

This study found the significant differences in terms of halal food purchase decision-making between the two groups of lower EL and higher EL.

Details

Journal of Islamic Marketing, vol. 13 no. 12
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 25 May 2020

Mas Wahyu Wibowo, Dudi Permana, Ali Hanafiah, Fauziah Sh Ahmad and Hiram Ting

The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’…

Abstract

Purpose

The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’ decision-making process in purchasing halal food.

Design/methodology/approach

Data were collected through 350 distributed questionnaires toward non-Muslim consumers on five most visited grocery stores (hypermarket-based) in Kuala Lumpur and Selangor. The collected data was analyzed by using Statistical Package for Social Sciences and SmartPLS.

Findings

Purchasing halal food remain an uneasy task for the non-Muslim consumers, thus rely on their personal evaluation and closest relative’s approval.

Research limitations/implications

This study is focusing only on two halal food credence attributes namely health attribute and animal-friendly attributes.

Practical implications

Both health and animal friendly credence attributes of halal food should be the main message to be conveyed to the non-Muslim consumers. In addition, the inclusion of non-Muslim consumers within the Malaysian halal ecosystem might provide a solution to tackle the resistance of halal food from foreign countries.

Originality/value

The value of this study is the finding of halal food credence attributes of health and animal friendly, which are the dimensions of HFK.

Details

Journal of Islamic Marketing, vol. 12 no. 8
Type: Research Article
ISSN: 1759-0833

Keywords

Open Access
Book part
Publication date: 4 May 2018

Abstract

Details

Proceedings of MICoMS 2017
Type: Book
ISBN:

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