DOI: https://doi.org/10.14710/jati.21.2.96-103

UNDERSTANDING HALAL FOOD CONSUMER DECISION-MAKING: THE INTEGRATION OF KNOWLEDGE INTO THE THEORY OF PLANNED BEHAVIOR

*Harwati Harwati scopus  -  Universitas Islam Indonesia, Indonesia

Citation Format:
Abstract

The Theory of Planned Behavior (TPB) provides a robust conceptual framework for comprehending and forecasting consumer behavior, specifically regarding an individual's inclination to consume halal food. The purpose of this study is to investigate the extent of TPB to which knowledge affects attitude, subjective norms, and consumer behavior in consuming halal products. This study was conducted using a partial-least-squares structural-equation-modeling (PLS-SEM) technique to test and estimate relationships between variables in the case context. Using primary data collection method, 1200 questionnaires were distributed to muslim consumers in Yogyakarta, Indonesia. The responses collected were 1181 completed questionnaires representing 98 percent response rate. Goodness of fit for the structural model shows requirement in terms of Chi-Square: 1127.633; P-Value: 000; GFI: 0.911; and RMSEA; 0.048. This study provides on the significant impact of knowledge on consumer decision-making regarding the consumption of halal products. The result of this study also reveals the complex mechanisms by which knowledge influences attitudes, subjective norms, perceived behavioural control, and finally, purchasing behaviour.

Fulltext View|Download Email colleagues
Keywords: halal food; purchase; consumer; knowledge; TPB; SEM

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Most cited articles
PENINGKATAN PENGENDALIAN KUALITAS MELALUI METODE LEAN SIX SIGMA PENERAPAN FUZZY ANALYTIC HIERARCHY PROCESS DALAM METODE MULTI ATTRIBUTE FAILURE MODE ANALYSIS UNTUK MENGIDENTIFIKASI PENYEBAB KEGAGALAN POTENSIAL PADA PROSES PRODUKSI PENGEMBANGAN TEKNOLOGI RAPID PROTOTYPING UNTUK PEMBUATAN PRODUK-PRODUK MULTI MATERIAL PRIORITAS PENENTUAN LOKASI WADUK PADA DAS CILIWUNG UNTUK PENGENDALIAN BANJIR JAKARTA OPTIMALISASI PENGGUNAAN RUANG KELAS PLARIND BOULEVARD DENGAN PENDEKATAN PROGRAMA LINIER More cited articles
  1. Agarwala, R., Mishra, P., & Singh, R. (2019). Religiosity and consumer behavior: a summarizing review. Journal of Management, Spirituality and Religion, 16(1), 32–54. https://doi.org/10.1080/14766086.2018.1495098
  2. Ahmad, A. N., Rahman, A. A., & Rahman, S. A. (2015a). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity, 5(1), 10–14. https://doi.org/10.7763/ijssh.2015.v5.413
  3. Ahmad, A. N., Rahman, A. A., & Rahman, S. A. (2015b). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity, 5(1), 10–14. https://doi.org/10.7763/ijssh.2015.v5.413
  4. Ahmadova, E., & Aliyev, K. (2020). Determinants of attitudes towards Halal products: Empirical evidence from Azerbaijan. Journal of Islamic Marketing, 12(1), 55–69. https://doi.org/10.1108/JIMA-04-2019-0068
  5. Al-Otoum, F. J., & Nimri, R. S. (2015). Antecedents of Consumers ’ Behavior towards Halal Food among Jordanian Customers : A Structural Equation Modeling ( SEM ) Approach. Journal of Marketing and Consumer Research, 12(November), 19–26. www.iiste.org
  6. Ashraf, M. A. (2019a). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893–910. https://doi.org/10.1108/JIMA-03-2018-0051/FULL/PDF
  7. Ashraf, M. A. (2019b). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893–910. https://doi.org/10.1108/JIMA-03-2018-0051/FULL/PDF
  8. Ashraf, M. A. (2019c). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893–910. https://doi.org/10.1108/JIMA-03-2018-0051/FULL/PDF
  9. Billah, A., Rahman, M. A., & Hossain, M. T. Bin. (2020). Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food. Https://Doi.Org/10.1080/15378020.2020.1768040, 23(4), 324–349.
  10. Borzooei, M., & Asgari, M. (2013). The Halal Brand Personality and its Effect on Purchase Intention. Interdisciplinary Journal of Contemporary Research in Business, 5(3), 481. http://journal-archieves34.webs.com/481-491.pdf
  11. Bray, J., Johns, N., & Kilburn, D. (2011). An Exploratory Study into the Factors Impeding Ethical Consumption. Journal of Business Ethics, 98(4), 597–608. https://doi.org/10.1007/s10551-010-0640-9
  12. Featherstone, S. (2015). Kosher and halal food regulations. A Complete Course in Canning and Related Processes, 63–68. https://doi.org/10.1016/B978-0-85709-677-7.00003-7
  13. Iranmanesh, M., Mirzaei, M., Parvin Hosseini, S. M., & Zailani, S. (2020). Muslims’ willingness to pay for certified halal food: an extension of the theory of planned behaviour. Journal of Islamic Marketing, 11(1), 14–30. https://doi.org/10.1108/JIMA-03-2018-0049
  14. Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). The Influence of Attitude, Knowledge and Quality on Purchase Intention towards Halal Food: A Case Study of Young Non-Muslim Consumers in Thailand. IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 6(3), 354. https://doi.org/10.21013/jmss.v6.n3.p3
  15. 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
  16. Mundfrom, D. J., Shaw, D. G., & Ke, T. L. (2005). Minimum Sample Size Recommendations for Conducting Factor Analyses. International Journal of Testing, 5(2), 159–168. https://doi.org/10.1207/s15327574ijt0502_4
  17. Mutmainah, liyatul. (2018). The Role of Religiosity, Halal Awareness, Halal Certification, and Food Ingredients on Purchase Intention of Halal Food The Role of Religiosity, Halal Awareness, Halal Certification, and Food Ingredients on Purchase Intention of Halal Food. 1, 2622–4798. https://doi.org/10.12928/ijie�.v1i1.284
  18. Nurhayati, T., & Hendar, H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220
  19. Riaz, M. N., & Riaz, N. M. (2023). Requirements for Halal Food Production. Reference Module in Food Science. https://doi.org/10.1016/B978-0-12-822521-9.00003-4
  20. Schreiber, J. B., Stage, F. K., King, J., Nora, A., & Barlow, E. A. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. Journal of Educational Research, 99(6), 323–338. https://doi.org/10.3200/JOER.99.6.323-338
  21. Shakil, S., & Majeed, S. (2018). ‘Brand Purchase Intention and Brand Purchase Behavior in Halal Meat Brand’. Journal of Marketing and Logistics, August 2018, 152–171
  22. Suleman, S., Sibghatullah, A., & Azam, M. (2021a). Religiosity, halal food consumption, and physical well-being:An extension of the TPB. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1860385
  23. Suleman, S., Sibghatullah, A., & Azam, M. (2021b). Religiosity, halal food consumption, and physical well-being:An extension of the TPB. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2020.1860385
  24. Syukur, M., & Nimsai, S. (2018). Factors influencing the purchase intention of halal packaged food in Thailand. International Journal of Supply Chain Management, 7(4), 1–6
  25. Talib, M. S. A., Chin, T. A., & Fischer, J. (2017). Linking Halal food certification and business performance. British Food Journal, 119(7), 1606–1618. https://doi.org/10.1108/BFJ-01-2017-0019
  26. Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507-521
  27. Varinli, İ., Erdem, E., Mutlu, Y., Avcılar, Y., & Avcılar, M. Y. (2016). Exploring the Factors Affecting Purchase Intention of Halal Certified Foods in Turkey: A PLS-Path Modeling Study. European Journal of Business and Management, 8(4), 2222–2839. https://www.researchgate.net/publication/296700568_Exploring_the_Factors_Affecting_Purchase_Intention_of_Halal_Certified_Foods_in_Turkey_A_PLS¬Path_…
  28. Wirakurnia, A. B., Nuanmark, P., Sudarsono, H., & Ramadhana, A. (2022). Do religiosity, halal knowledge, and halal certification affect Muslim students’ intention to purchase halal packaged food? Asian Journal of Islamic Management (AJIM), 97–110. https://doi.org/10.20885/ajim.vol3.iss2.art3
  29. Yusoff, F. A. M., Yusof, R. N. R., & Hussin, S. R. (2015). Halal food supply chain knowledge and purchase intention. International Journal of Economics and Management, 9(Special Issue), 155–172

Last update:

No citation recorded.

Last update: 2026-05-24 21:47:21

No citation recorded.