Intention to Purchase Halal Products Among Consumers

The study of consumer behavior in Malaysia is vital especially when it relates to marketing of halal product. Muslim consumers especially, as well as other consumer segments demand healthy and quality products that conform to Shariah requirements. Therefore, it is worthwhile for companies to take a closer look at consumer intention to purchase halal products that can be used to predict and satisfy customers and company objectives. In this relation, this study examines the relationship between attitude, subjective norms, perceived behavior control, trust and knowledge on consumer intention. A total number of three hundred questionnaires were distributed. However, only two hundred and sixty six complete questionnaires were returned and usable for the analysis. The findings of the study indicate that all the above variables significantly influence intention to purchase halal products among consumers. However, among the five independent variables, attitude presents highest regression value. It also shows positive relationship, which means that attitude of consumers play a vital role in relation to their intention to purchase halal products. The findings of this research also suggest that creating a positive attitude towards the marketing of halal products should be highly considered by retailers to increase consumers’ purchase intention for halal products. In this sense, retailers should develop effective marketing strategies to satisfy that values of potential consumers. Other implications and recommendations for the future research were also addressed.