Determinants of Halal Food Purchase Intention and Buying Behavior in Thai Muslim Consumers
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Published
Jan 17, 2022
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Abstract
The objective of this study is to understand the factors affecting Thai Muslim consumers’ purchase intention and buying behavior towards attitude, halal logo and halal awareness. The study is aiming to aid business owners and marketers in establishing appropriate marketing strategies and product design that meets the market demand. The samples (n = 402) were gathered from online questionnaires by using multi-stage sampling technique of probability and non-probability sampling methods to ensure representation of Thai Muslim across Thailand. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the model’s goodness-of-fit and hypotheses testing. The result suggested that attitude on Halal food and Halal logo are determinants of consumer’s purchasing intention and buying behavior towards Halal food product. Whereas, Halal awareness has no significant effect on purchase intention of Halal food products in Thai Muslim consumers. Therefore, the business owners and the marketers are recommended to portray religiosity tone to build positive attitudes to consumers and understand the importance and compliance to Halal certification for its Halal logo. These would enable to drive purchasing intention towards Halal product so that they can develop their buying behavior of Muslims in Thailand.
Keywords: Halal Awareness, Halal Logo, Attitude, Halal Food Purchase Intention, Thai Muslim Consumers
References
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Alam, S. S., Mohd, R., & Hisham, B. (2011). Is Religiosity an Important Determinant on Muslim Consumer Behavior in Malaysia? Journal of Islamic Marketing, 2(1), 83-96.
Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in Halal Food Purchasing. International Journal of Commerce and Management, 21(1), 8-20. http://doi.org/10.1108/10569211111111676
Alamgir, M., Shamsuddoha, M., Nedelea, A., & Nasir, T. (2010). Influence of Brand Name on Consumer Decision Making Process-An Empirical Study on Car Buyers. Fascicle of the Faculty of Economics and Public Administration, 10(2), 142-153.
Arbuckle, J. L., & Wothke, W. (1995). AMOS 4.0 User’s Guide. Chicago, IL: Small Waters.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of Marketing (6th ed.). Australia: Pearson.
Asher, H. B. (1983). Causal Modeling. Beverly Hills, CA: Sage Publication.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors Affecting Halal Purchase Intention–Evidence from Pakistan’s Halal food Sector. Management Research Review, 38(6), 640-660. https://doi.org/10.1108/MRR-01-2014-0022
Aziz, Y. A., & Chok, N. V. (2013). The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention among Non-Muslims in Malaysia: A Structural Equation Modeling Approach. Journal of International Food and Agribusiness Marketing, 25(1), 1-23. https://doi.org/10.1080/08974438.2013.723997
Bagozzi, R. P., Yi, Y., & Baumgartner, J. (1990). The Level of Effort Required for Behaviour as a Moderator of the Attitude–Behavior Relation. European Journal of Social Psychology, 20(1), 45-59. https://doi.org/10.1002/ejsp.2420200105
Bashir, A. M. (2019a). Applying the Institutional Theory at the Level of Halal Consumers: The Case of Cape Town in South Africa. Journal of Food Products Marketing, 25(5), 527-548. https://doi.org/10.1080/10454446.2019.1607645
Bashir, A. M. (2019b). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention. British Food Journal, 121(9), 1998-2015. https://doi.org/10.1108/BFJ-01-2019-0011
Bashir, A. M., Bayat, A., Olutuase, S. O., & Latiff, Z. A. A. (2018). Factors Affecting Consumers’ Intention towards Purchasing Halal Food in South Africa: A Structural Equation Modelling. Journal of Food Products Marketing, 25(1), 26-48. https://doi.org/10.1080/10454446.2018.1452813
Borzooei, M., & Asgari, M. (2016). Discovering Perceptions of Muslim Consumers toward the ICRIC Halal Logo. Journal of Islamic Accounting and Business Research, 7(4), 304-317. https://doi.org/10.1108/JIABR-07-2013-0023
Browne, M. W., & Cudeck, R. (1993). Alternative Ways of Assessing Model Fit. In K. A. Bollen, & J. S. Long (Eds.), Testing Structural Equation Models (pp. 136-162). Newbury Park, CA: Sage.
Choo, H., & Jamal, T. (2009). Tourism on Organic Farms in South Korea: A New Form of Ecotourism? Journal of Sustainable Tourism, 17(4), 431-454. https://doi.org/10.1080/09669580802713440
Crosno, J. L., Freling, T. H., & Skinner, S. J. (2009). Does Brand Social Power Mean Market Might? Exploring the Influence of Brand Social Power on Brand Evaluations. Psychology & Marketing, 26(2), 91-121. https://doi.org/10.1002/mar.20263
Davis-Sramek, B., Droge, C., Mentzer, J. T., & Myers, M. B. (2009). Creating Commitment and Loyalty Behavior among Retailers: What are the Roles of Service Quality and Satisfaction? Journal of the Academy of Marketing Science, 37, 440-454. http://doi.org/10.1007/s11747-009-0148-y
Dikko, M. (2016). Establishing Construct Validity and Reliability: Pilot Testing of a Qualitative Interview for Research in Takaful (Islamic Insurance). The Qualitative Report, 21(3), 521-528. Retrieved from https://nsuworks.nova.edu/tqr/vol21/iss3/6/
Elasrag, H. (2016). Halal Industry: Key Challenges and Opportunities. Retrieved from https://mpra.ub.uni-muenchen.de/69631/1/MPRA_paper_69631.pdf
Essoo, N., & Dibb, S. (2004). Religious Influences on Shopping Behavior: An Exploratory Study. Journal of Marketing Management, 20, 683-712.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley Publishing.
Fishbein, M., & Ajzen, I. (2010). Predicting and Changing Behavior: The Reasoned Action Approach. New York: Psychology Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Fottrell, E., & Byass, P. (2008). Population Survey Sampling Methods in a Rural African Setting: Measuring Mortality. Population Health Metrics, 6, 1-11. http://doi.org/10.1186/1478-7954-6-2
Free Statistics Calculators. (n.d.). A-priori Sample Size Calculator for Structural Equation Models. Retrieved from https://www.danielsoper.com/statcalc/calculator.aspx?id=89
Gayatri, G., Hume, M., & Mort, G. S. (2011). The Role of Islamic Culture in Service Quality Research. Asian Journal on Quality, 12(1), 35-53. https://doi.org/10.1108/15982681111140534
Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (2005). Multivariate Data Analysis (6th ed.). Harlow, England: Pearson Education.
Hamdan, H., Issa, Z. M., Abu, N., & Jusoff, K. (2013). Purchasing Decisions among Muslim Consumers of Processed Halal Food Products. Journal of Food Products Marketing, 19(1), 54-61. http://doi.org/10.1080/10454446.2013.724365
Hanzaee, K. H., & Ramezani, M. R. (2011). Intention to Halal Products in the World Markets. Interdisciplinary Journal of Research in Business, 1(5), 1-7. Retrieved from https://www.academia.edu/6019170/Intention_To_Halal_Products_In_The_World_Markets
Harrison-Dunn, A. (2014). Self-Certification of Halal Products ‘Rife’ in Britain: Halal Foundation. Retrieved from https://www.foodnavigator.com/Article/2014/04/29/Self-certification-of-halal-products-rife-in-Britain-Halal-Foundation
IMARC. (n.d.). Halal Food Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2021-2026. Retrieved from https://www.imarcgroup.com/halal-food-market
Islamic Council of Victoria. (n.d.). What is Halal? A Guide for Non-Muslims. Retrieved from https://www.icv.org.au/about/about-islam-overview/what-is-halal-a-guide-for-non-muslims/
Khan, A., & Azam, M. K. (2016). Factors Influencing Halal Products Purchase Intention in India: Preliminary Investigation. IUP Journal of Marketing Management, 15(1), 20-35.
Kline, R. B. (2005). Principles and Practice of Structural Equation Modelling (2nd ed.). New York, NY: Guildford Publications.
Kotler, P., & Armstrong, G. (2000). Principles of Marketing (9th ed.). Upper Saddle River, NJ: Prentice Hall.
Krishnan, S., Aderis, M. H. H. M., Azman, M. N., & Kamaluddin, M. N. A. (2017). Halal Food: Study on Non-Muslim Acceptance. American Journal of Economics, 7(1), 41-45. Retrieved from http://article.sapub.org/10.5923.j.economics.20170701.05.html
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting Intention to Choose Halal Products Using Theory of Reasoned Action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76. http://doi.org/10.1108/17538390910946276
Lai, F., Griffin, M., & Babin, B. J. (2009). How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom. Journal of Business Research, 62(10), 980-986. https://doi.org/10.1016/j.jbusres.2008.10.015
McCormick, I. A., Walkey, F. H., & Taylor, A. J. W. (1984). Community Attitudes towards Penal Policy. Australian and New Zealand Journal of Criminology, 17(1), 33–40. https://doi.org/10.1177/000486588401700106
Mohamed, Z., Shamsudin, M. N., & Rezai, G. (2013). The Effect of Possessing Information about Halal Logo on Consumer Confidence in Malaysia. Journal of International Food and Agribusiness Marketing, 25(1), 73-86. https://doi.org/10.1080/08974438.2013.800008
Mordor Intelligence. (2020). Halal Food & Beverage Market-Growth, Trends, Covid-19 Impact, and Forecasts (2021-2026). Retrieved from https://www.mordorintelligence.com/industry-reports/halal-food-beverages-market
Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal Products: The Role of Religiosity. Journal of Islamic Marketing, 3(2), 108-120. https://doi.org/10.1108/17590831211232519
National Statistical Office. (n.d.). Demography Population and Housing Branch. Retrieved from http://statbbi.nso.go.th/staticreport/page/sector/en/01.aspx
Nguyen, M. (2013, April 29). Keeping the Faith. Retrieved from https://www.chiangmaicitylife.com/clg/our-city/keeping-the-faith/
Omar, K. M., Mat, N. K. N., Imhemed, G. A., & Ali, F. M. A. (2012). The Direct Effects of Halal Product Actual Purchase Antecedents among the International Muslim Consumers. American Journal of Economics, 2(4), 87-92. http://doi.org/10.5923/j.economics.20120001.20
Onwuegbuzie, A. J., & Leech, N. L. (2007). A Call for Qualitative Power Analyses. Quality & Quantity, 41, 105-121. http://doi.org//10.1007/s11135-005-1098-1
Peters, T. J. (1999). The Brand you 50: Fifty Ways to Transform Yourself from an “Employee” into a Brand that Shouts Distinction, Commitment, and Passion! New York, NY: Knopf Doubleday Publishing Group.
Report Linker. (2021). Global Halal Foods Industry. Retrieved from https://www.reportlinker.com/p05899600/Global-Halal-Foods-Industry.html?utm_source=GNW
Riaz, M. N., & Chaudry, M. M. (2004). The Value of Halal Food Production. International News on Fats Oils and Related Materials (INFORM), 15(11), 698-700.
Said, M., & Hassan, F. (2014). The Antecedents of Halal Consumption Congruence (HaCC) of Malaysia’s Halal Food Products: A Conceptual Approach. Australian Journal of Basic and Applied Sciences, 8(8), 140-148. Retrieved from http://www.ajbasweb.com/old/ajbas/2014/Special%203/140-148-special14.pdf
Salman, F., & Siddiqui, K. (2011). An Exploratory Study for Measuring Consumers Awareness and Perceptions towards Halal Food in Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 3(2), 639-651.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74. Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.509.4258&rep=rep1&type=pdf
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior (10th ed.). Upper Saddle River, N.J: Pearson Prentice Hall.
Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An Online Prepurchase Intentions Model: The Role of Intention to Search. Journal of Retailing, 77(3), 397-416. https://doi.org/10.1016/S0022-4359(01)00051-3
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Section
Research Articles
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How to Cite
VONGURAI, Rawin.
Determinants of Halal Food Purchase Intention and Buying Behavior in Thai Muslim Consumers.
Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 15, n. 1, p. 27-41, jan. 2022.
ISSN 2985-0231.
Available at: <https://www.journal.nu.ac.th/JCDR/article/view/Vol-15-No-1-2022-27-41>. Date accessed: 30 apr. 2024.
doi: https://doi.org/10.14456/jcdr-hs.2022.3.