Non-Muslim Consumers Attitude and Repurchase Behaviour Towards Halal Food: An Application of Buyer Behaviour Model

• Main Authors: Dayang Haryani Diana Ag. Damit, Amran Harun, David Martin, Abdul Shukor B Shamsudin, Abdul Wahid Mohd Kassim
• Format: Article
• Language: English; English
• Published: 2018
• Subjects: BP Islam. Bahaism. Theosophy, etc
• Online Access: https://eprints.ums.edu.my/id/eprint/22897/1/Non-Muslim%20Consumers%20Attitude%20and%20Repurchase%20Behaviour%20Towards%20Halal%20Food%20An%20Application%20of%20Buyer%20Behaviour%20Model.pdf; https://eprints.ums.edu.my/id/eprint/22897/7/Non-Muslim%20Consumers%20Attitude%20and%20Repurchase%20Behaviour%20Towards%20Halal%20Food%20An%20Application%20of%20Buyer%20Behaviour%20Model.pdf; https://eprints.ums.edu.my/id/eprint/22897/

Halal food is widely recognised for its exceptional quality assurance and wholesomeness which attracts both Muslim and non-Muslim consumers. Previous studies have shed some light on the Muslim consumer attitude-behaviour interactions with halal products. However, studies of similar topic focusing on non-Muslim consumers as respondents are uncommon. Therefore, this study aims to examine the determinants of non-Muslim attitude and their repurchase intention on halal food product using the Buyer Behaviour Model. Data were collected through self-administered questionnaire survey involving 444 non-Muslim consumers. The structural equation analyses revealed that lifestyle, consumers past purchase experience, and religion adoption positively influenced the non-Muslim consumers’ attitude towards halal products. The findings also revealed a significant relationship between the attitude of non-Muslim consumer towards halal product and their repurchase intention of the halal product. Finally, several recommendations for future research consideration are presented in the final part of this paper.