Applying the theory of reasoned action to measure intent to purchase halal food

K. Ramya
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K. Ramya: Assistant Professor, Avinashilingam Institute for Home Science and Higher Education for Women, India

Journal of Cultural Marketing Strategy, 2022, vol. 7, issue 1, 107-121

Abstract: The halal market exists primarily to cater to practising Muslim consumers, as it permits the sale of only those products and services permissible under Islamic law. Non-Muslims, however, are learning that halal products meet superior standards in terms of hygiene, safety and quality. This is contributing to a growing demand for halal goods around the world. With a focus on the largely untapped halal market in India, this study examines the relationship between attitudes and intent to purchase halal products among both Muslim and non-Muslim consumers. The study provides an opportunity for entrepreneurs and retailers to understand better how the halal market may be expanded in India and beyond. As such, this study has research and practical implications.

Keywords: halal products; attitude; intention; Muslims; non-Muslims; theory of reasoned action (TRA); SEM-PLS (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2022:v:7:i:1:p:107-121

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