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UNIRAZAK Library Pustaka
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| Abstract : Unirazak Library |
| Halal products are now considered the standard of choice and have become increasingly popular in recent years among Muslim and non-Muslim consumers who are concerned about food safety and a healthy lifestyle and have moved from a religious identifier to a guarantee of food safety, hygiene, and reliability. This study investigates the factors that impact consumer purchase intention towards Halal products in Malaysia, specifically focusing on aspects such as product packaging, Halal logo, product quality, and pricing of the products. By examining these factors, the study aims to provide a deeper understanding of the determinants of purchase intentions in the context of Halal products. The objective is to provide insights into consumer behaviour and contribute to the existing literature on Halal product consumption. A sample of 125 respondents from Malaysia participated in the study and provided data on their attitudes, perceptions, and purchase intentions towards Halal products. The study used self-reported questionnaires, which were then analyzed using statistical techniques such as Pearson correlation and multiple regression analysis. The results show that product packaging and product quality significantly influence purchase intention. Contrary to expectations, the analysis revealed that pricing did not have a significant positive influence on consumers' purchase intention towards Halal products. In addition, demographic factors such as age, gender, ethnicity, education level, occupation, and income were taken into account, but only religion proved to be a significant predictor of purchase intention. The study contributes to theoretical implications, particularly the application of the Theory of Planned Behavior in understanding consumer behaviour towards Halal products. The study is constrained by two main limitations: a limited sample size and reliance on self-report measures. Nevertheless, the findings provide valuable insights for practitioners, policymakers, and marketers seeking to promote and improve the market for Halal products. Future research is recommended to further explore the causal relationships between variables and expand the generalizability of the findings. |
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