Halal Literacy and Its Influence on Consumer Behavior: Factors Driving Food Purchase Decisions

Abstract

This study investigates the purchase intention of halal food products and how halal literacy moderates the relationship in a consumer behavior study. Attitude, subjective norms, and perceived behavioural control influence purchase intention. Halal literacy is vital in determining purchase intention and consumer behaviour of halal food. Data will be collected from 190 Muslim consumers aged between 20 and 50 years with purchasing power. Screening questions will be used to engage suitable respondents. Data will be analysed for descriptive analysis, and relationships between the independent and dependent variables will be determined. The moderating factor of halal literacy will also be analysed. The findings will stress the importance of attitude, subjective norms, and perceived behavioural control in consumer behaviour and its relations with purchase intention. Halal literacy in halal food purchases will be a contributing factor for food marketers to enhance their significance in consumer behaviour, according to a study of halal product purchases