Understanding Muslim Consumer Behavior through the Halal Reasoned Goal Pursuit Framework

Moh Wahyudin (), Chih-Cheng Chen (), Kune-Muh Tsai () and Mochammad Maksum ()
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Moh Wahyudin: National Kaohsiung University of Science and Technology, College of Management
Chih-Cheng Chen: National Kaohsiung University of Science and Technology, College of Management
Kune-Muh Tsai: National Kaohsiung University of Science and Technology, College of Management
Mochammad Maksum: Universitas Gadjah Mada, Faculty of Agricultural Technology

A chapter in Proceedings of the 12th Gadjah Mada International Conference on Economics and Business (GAMAICEB 2024), 2025, pp 358-375 from Springer

Abstract: Abstract This study presents the Halal Reasoned Goal Pursuit (HRGP) framework, which is an extension of the Theory of Reasoned Goal Pursuit (TRGP), for better understanding Muslim consumer behavior toward halal food consumption. While prior research has shown the impact of halal certification, religious views, and societal standards, there are still inconsistencies in identifying these aspects as antecedents, mediators, or independent variables. Expanding on this, HRGP investigates two types of goals: active procurement goals, such as religious commitment, and active approval goals, including those from Muslim authorities. These goals continue to have an impact on Muslim attitudes and subjective standards, which define their consumer behavior intentions. Furthermore, HRGP emphasizes the importance of perceived behavioral control, which is molded by halal assurance and Muslim-signed. The HRGP paradigm examines Muslim consumer behavior comprehensively by investigating the interaction between individual reasons and community dynamics within Islamic principles.

Keywords: Muslim; Halal; Consumer Behavior; Reasoned Goal Pursuit (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-692-5_19

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DOI: 10.2991/978-94-6463-692-5_19

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