Islamic Perspective in Consumer Behaviour: Effects of Halal Awareness and Halal Logo with Mediating Role of Purchasing Intention

The purpose of the study is to find the relationship between halal awareness of the consumers of Pakistan, halal logo imprinted on the halal products, the attitude of the consumers and their buying behaviour with the mediating role of purchase of intention in the Pakistani consumer markets of different ages. Survey questionnaire technique was used to collect the data from the respondents who were selected using the simple random sampling technique. Moreover, to analyze the data, PLS-SEM technique was used in the study. The findings of the study depict that there is a positive correlation between halal food products awareness, the attitude of the consumers and purchase intention. In contrast, the halal logo does not carry much weightage in influencing the purchase intention of consumers in Pakistan. The mediating role of purchase intention was also significant in the case of halal awareness and attitude of the consumer. Lastly, the study points out some practical and theoretical implications, which can be utilized to capture a larger market share.