A study on the mediating role of halal perception

determinants and consequence reflections

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to examine potential determinants of halal perception and to validate the mediating model of halal perception on purchasing decision of Malaysian consumers. Design/methodology/approach: This study uses a survey to obtain the relevant data. The survey involved self-administration of questionnaires to 420 consumers and 96 per cent responded. The questionnaire consists of four sections designed to obtain information on demography, halal perception, determinants of halal perception and purchase decision. Findings: The main finding reiterates the role of credible signals in credence items purchased as suggested by the signaling theory. Halal perception has association with respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that intervenes in the relationship of a few independent variables and the purchase decision trends. The independent variables such as manufacturer identity, product label, physical product and packaging as well country of origin are considered to be important extrinsic cues that deliver messages regarding the halal of certain food products. The association of the four variables with halal perception is also found to be significant. Originality/value: The originality of this study lies in its attempt to explore the role of halal perception in the marketing of food products especially within the scope of a Muslim’s market. Besides, this study attempts to investigate the halal issue based on a specific model that includes potential variables and the intervening role of halal perception.

Original languageEnglish
Pages (from-to)288-302
Number of pages15
JournalJournal of Islamic Marketing
Volume7
Issue number3
DOIs
Publication statusPublished - 2016

Fingerprint

Purchase decision
Questionnaire
Food products
Muslims
Signaling theory
Country of origin
Packaging
Design methodology
Marketing
Purchasing
Extrinsic cues
Demography

Keywords

  • Asymmetric information
  • Credence product
  • Extrinsic cues
  • Halal food
  • Halal market
  • Halal perception
  • Intrinsic cues
  • Islamic marketing
  • Islamic markets
  • Selling to Islamic markets
  • Signal theory
  • The Muslim consumer

ASJC Scopus subject areas

  • Marketing

Cite this

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title = "A study on the mediating role of halal perception: determinants and consequence reflections",
abstract = "Purpose: The purpose of this paper is to examine potential determinants of halal perception and to validate the mediating model of halal perception on purchasing decision of Malaysian consumers. Design/methodology/approach: This study uses a survey to obtain the relevant data. The survey involved self-administration of questionnaires to 420 consumers and 96 per cent responded. The questionnaire consists of four sections designed to obtain information on demography, halal perception, determinants of halal perception and purchase decision. Findings: The main finding reiterates the role of credible signals in credence items purchased as suggested by the signaling theory. Halal perception has association with respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that intervenes in the relationship of a few independent variables and the purchase decision trends. The independent variables such as manufacturer identity, product label, physical product and packaging as well country of origin are considered to be important extrinsic cues that deliver messages regarding the halal of certain food products. The association of the four variables with halal perception is also found to be significant. Originality/value: The originality of this study lies in its attempt to explore the role of halal perception in the marketing of food products especially within the scope of a Muslim’s market. Besides, this study attempts to investigate the halal issue based on a specific model that includes potential variables and the intervening role of halal perception.",
keywords = "Asymmetric information, Credence product, Extrinsic cues, Halal food, Halal market, Halal perception, Intrinsic cues, Islamic marketing, Islamic markets, Selling to Islamic markets, Signal theory, The Muslim consumer",
author = "Suraiya Ishak and Awang, {Abd. Hair} and Hussain, {Mohd. Yusof} and Zaimah Ramli and {Md Sum}, Sarmila and Suhana Saad and {Abdul Manaf}, Azima",
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AU - Ishak, Suraiya

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AU - Md Sum, Sarmila

AU - Saad, Suhana

AU - Abdul Manaf, Azima

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AB - Purpose: The purpose of this paper is to examine potential determinants of halal perception and to validate the mediating model of halal perception on purchasing decision of Malaysian consumers. Design/methodology/approach: This study uses a survey to obtain the relevant data. The survey involved self-administration of questionnaires to 420 consumers and 96 per cent responded. The questionnaire consists of four sections designed to obtain information on demography, halal perception, determinants of halal perception and purchase decision. Findings: The main finding reiterates the role of credible signals in credence items purchased as suggested by the signaling theory. Halal perception has association with respondents’ purchase decision. Thus, it highlights that halal perception is the mediating variable that intervenes in the relationship of a few independent variables and the purchase decision trends. The independent variables such as manufacturer identity, product label, physical product and packaging as well country of origin are considered to be important extrinsic cues that deliver messages regarding the halal of certain food products. The association of the four variables with halal perception is also found to be significant. Originality/value: The originality of this study lies in its attempt to explore the role of halal perception in the marketing of food products especially within the scope of a Muslim’s market. Besides, this study attempts to investigate the halal issue based on a specific model that includes potential variables and the intervening role of halal perception.

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KW - Selling to Islamic markets

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