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In this study, Ajzen's Theory of Planned Behavior is used as a theoretical framework with the aim of extending prior research examining halal food purchasing behavior in Malaysia.

Data are collected through self‐administered questionnaires. This paper uses multiple regression analysis to identify the factors affecting halal food purchasing behavior of Malaysian consumers.

The multiple regression analysis results indicate that all factors have positive and significant influence on halal food purchasing intention.

Like other empirical studies, this study is not without its limitations. The sample size itself is relatively small. The study can be strengthened by increasing the sample size and including participants in other geographical areas. This study also considered only three antecedents of halal food purchasing among consumers in Malaysia. As Malaysia is actually trying to play for a bigger role in the halal industry, more research is needed to identify and address problematic aspects of consumption of halal food. Potential correlations between some of the independent variables (e.g. trust, moral obligation, habit, and self‐identity) need to be reported in a future study.

This study contributes to and extends our understanding of the halal food purchasing behavior, identifying the rationales for purchasing of halal foods. From a managerial viewpoint, the findings provide support for investment decisions and for decisions relating to the establishment of Malaysia as a halal hub that address and take the concerns and needs of businesses and Malaysian Government agencies into consideration.

Indonesia has the largest Muslim population in the world and represents a significant global-market opportunity for halal food producers. Surprisingly, halal-food consumption in Indonesia remains under-researched. Thus, this study aims to investigate the factors influencing consumers’ halal-food consumption, using an extended theory of planned behaviour (TPB) model.

Data were collected through a self-administered questionnaire distributed among 418 consumers in Surabaya, Indonesia. Multiple regression analysis was used to describe the TPB relationship and halal-food consumption.

This study successfully extended the TPB to include additional predictors: perceived awareness, habit, religious self-identity (RSI), moral obligations and trust to determine consumers’ intention in halal-food consumption. Attitudes, RSI and moral obligations were significant predictors of intention to consume halal food.

The findings can be used by the government and food producers to target specific factors, especially positive attitudes, RSI and moral obligations. Indonesia Ulama Council (Majelis Ulama Indonesia), the food industry and the media play a critical role in sustaining consumers’ positive attitude towards halal-food consumption. It is critical for food manufacturers to tailor their marketing strategies and consider promoting Islamic dietary rules when promoting their food products.

To the best of the authors’ knowledge, this study is one of the first attempts to investigate the determinants of halal-food consumption, using an extended TPB in Indonesia.

This study aims to examine the moderator effect of religiosity on the relationship between halal brand awareness and habit towards purchasing decisions of halal products.

The quantitative method is used in this study. Descriptive and statistical (multiple and moderated regression) analyses are employed to test the hypothesis according to the research model. The data is collected using a cross-sectional design from 197 respondents consisting of business owners in North Sumatera, Indonesia.

It is found that both halal brand awareness and habit have a positive and significant effect on the purchasing decision of halal products. Meanwhile, religiosity significantly acts as a moderating variable in the relationship between awareness and purchasing decisions, as well as habit and purchasing decisions.

This study revealed the important factor of religiosity as a moderating factor in purchase decisions of halal products. The government may need to collaborate with Islamic educational institutions to raise awareness of the halal concept and product awareness. It is assumed that individuals who know about the Islamic religion will have a higher degree of awareness of halal products compared to individuals with limited knowledge of Islam; thus, providers of Islamic education play a crucial role in raising the level of awareness of halal products. Schools may serve as catalysts for the dissemination of knowledge of halal products.

Developing halal product markets can be done by enhancing the religiosity level of consumers, one of them through attending formal or informal religious classes.

This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role.

The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis.

The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages.

This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it.

These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands.

The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

This study aims to identify the intention to purchase Halal food products amongst non-Muslim consumers in Malaysia, moderated by the acculturation effect.

A structured close-ended questionnaire was used to gather data through the random distribution of 397 non-Muslim consumers from the Alumni network of several private higher education institutions in Malaysia.

The collected data was analyzed through the structural equation modelling technique using partial least squares with SmartPLS 3.0. The result indicated that attitude, subjective norms and perceived behavioral control were positively influenced by the purchase decision of Halal food products amongst non-Muslim consumers in Malaysia. Apart from that, the acculturation effect moderates the relationship between attitude and intention to purchase.

This finding will contribute to academics, Halal food makers and government in understanding the Halal food purchase intention amongst non-Muslim consumers in Malaysia.

The outcome of this study can be used as an input for Halal entrepreneurship in terms of marketing and operation strategy. On the government aspect, this study also provides an implication on national public policy and strategic economic planning in developing overall national Halal policy.

The social harmonization amongst the multiple races in Malaysia is partially contributed through the acculturation effect. The acculturation effect has been reflected through the food choice decision amongst Malaysian, despite of different religious belief and home culture background.

Research in studying Halal food purchase intention amongst non-Muslim consumers are scarce. This research is able to reinforce the theory of planned behavior model in dealing with Halal food choice decisions, taking into consideration of acculturation effect.