Decoding Islamic Advertising: The Power of Signaling Theory for Halal Food in Malaysian Context

Asma Khan, Muhammad Mazher and Nor Azura Adzharuddin
Additional contact information
Asma Khan: Halal Products Research Institute, Universiti Putra Malaysia, Malaysia
Nor Azura Adzharuddin: Faculty of Modern Languages & Communication, Universiti Putra Malaysia, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 4067-4075

Abstract: This study explores the key factors influencing Malaysian consumers’ behavioral intention for purchasing halal food products. Using a sample of 422 respondents, this research employs a multiple regression analysis to examine the impact of brand, halal logo, purity, religious compliance, and quality on behavioral intention. The findings reveal that while purity does not have a significant effect, brand, the presence of a halal certification, compliance to religious standards, and product quality play a substantial role in shaping behavioral intentions. Among these, the halal logo and product quality emerge as the most influential factors. The study highlights the importance for businesses to prioritize halal certification, enhance product quality, and strengthen brand identity to effectively engage their target customers. Future research is encouraged to explore additional variables that may further influence consumer intentions in this domain.

Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... sue-12/4067-4075.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... n-malaysian-context/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:8:y:2024:i:12:p:4067-4075

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().