Applying the theory of planned behavior (TPB) in halal food purchasing

Syed Shah Alam Syed Shah Alam, Nazura Mohamed Sayuti

Research output: Contribution to journalArticle

190 Citations (Scopus)

Abstract

Purpose-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. Design/methodology/approach-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. Findings-The multiple regression analysis results indicate that all factors have positive and significant influence on halal food purchasing intention. Research limitations/implications-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. Originality/value-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.

Original languageEnglish
Pages (from-to)8-20
Number of pages13
JournalInternational Journal of Commerce and Management
Volume21
Issue number1
DOIs
Publication statusPublished - 15 Mar 2011

Fingerprint

Food
Purchasing
Theory of planned behavior
Malaysia
Purchasing behavior
Factors
Multiple regression analysis
Sample size
Moral obligation
Hub
Empirical study
Theoretical framework
Habit
Self-identity
Design methodology
Government agencies
Questionnaire
Industry
Investment decision
Rationale

Keywords

  • Buying behaviour
  • Consumer behaviour
  • Food products
  • Malaysia

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

Cite this

Applying the theory of planned behavior (TPB) in halal food purchasing. / Syed Shah Alam, Syed Shah Alam; Sayuti, Nazura Mohamed.

In: International Journal of Commerce and Management, Vol. 21, No. 1, 15.03.2011, p. 8-20.

Research output: Contribution to journalArticle

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