Halal Food Products Adoption in Bangladesh: A Study Based on the Theory of Reasoned Action

Md. Mahabub Alom
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Md. Mahabub Alom: Associate Professor, Department of Business Administration, Manarat International University, Gulshan -2, Dhaka, Bangladesh.

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 14, 795-806

Abstract: The key objective of this study is to measure the influence of the factors of the Theory of Reasoned Action (TRA) on the adoption of halal-certified food products among Bangladeshi Muslim consumers. Based on data from 558 respondents in Dhaka shopping malls, the researcher has identified the key findings regarding the adoption of Halal food products in the context of Bangladesh. The study reveals that the adoption of halal-certified food is significantly and positively influenced by attitudes and subjective norms as a component of the TRA model. Eventually, the study’s results can help a marketer come up with a way to take advantage of Bangladesh’s hugely promising and growing market by introducing a variety of halal product brands that appeal to the country’s growing population.

Date: 2025
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