Determinants of halal purchasing intentions: evidences from UK
Abstract
Purpose
This study aims to explore the perceptions of Arabian Muslim consumers about halal food products and to investigate their behaviour towards halal-labelled food products in UK mainstream supermarkets using the theory of planned behaviour (TPB). The role of Islamic religiosity and consumers’ confidence regarding the halal logo as moderating factors is investigated.
Design/methodology/approach
Cross-sectional data were collected through distributed 400 questionnaires in Scotland, mainly to Muslim consumers who come from different Arabian countries and are currently living in Scotland.
Findings
The results show that the TPB is a valid model for predicting Muslim consumers’ intention to purchase halal-labelled food products. The findings reveal that for consumers with high and low Islamic religiosity, subjective norms are the most influential determinants of their intention to purchase halal-labelled food products.
Research limitations/implications
Limitations include the focus on only Arabian Muslim consumers within an ethnic minority population living in Scotland, and the use of convenience and snowball sampling.
Practical implications
The findings could be useful for halal industry food makers to better serve their customers through sophisticated marketing strategies.
Originality/value
This study extends understanding of consumers’ halal-labelled food purchasing behaviour using TPB to determining the rationales for purchasing halal foods from mainstream UK supermarkets. Unlike others studies, this study used Islamic religiosity instead of self-identity (being a Muslim) as a moderating factor.
Keywords
Acknowledgements
The author would like to thank the editor of Journal of Islamic Marketing Dr Jonathan and an anonymous referee for their helpful comments on her paper. She would also like to thank the Egyptian Government for supporting this paper and to the Glasgow Caledonia University, Glasgow School For Business and Society, for allowing her to complete this paper. Many thanks to Dr Julie McColl for her comments on earlier drafts of the author’s work. The author would also like to acknowledge her friend Dr Hatem El-Gohary for his help and support to finish this paper.
Citation
Elseidi, R.I. (2018), "Determinants of halal purchasing intentions: evidences from UK", Journal of Islamic Marketing, Vol. 9 No. 1, pp. 167-190. https://doi.org/10.1108/JIMA-02-2016-0013
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited