Halal product loyalty among muslim consumer in Klang Valley, Malaysia:

• Main Author: Bishr Noori Ismael Al Tekreeti
• Format: text::Thesis
• Language: English
• Published: 2023
• Subjects: Halal product

The Halal food industry in Malaysia is one of the essential industries with significant contribution to the gross domestic product (GDP). Despite its significance, the challenges faced by this industry is still on the rise. One of the greatest challenges faced by food businesses is the increased market competition in the Halal sector. Many food businesses are trying to attract new customers and retain their loyal one’s by understanding the factors that influence consumer purchase intention. The theory of planned behaviour (TPB) is one of the prominent theories that measures behavioural intention towards food consumption. Therefore, this study aims to develop a conceptual framework based on extending the TPB by integrating it with buyer behaviour model. The primary objective of this study is to determine the effect of the TPB dimensions namely attitude, subjective norm, perceived behavioural control on Halal food product trial intention. In addition, the effect of Halal certification, health consciousness and promotion on Halal food product trial intention. The other objectives include determining the moderating role of religiosity towards Halal food product trial intention and its antecedents, and whether Halal food product trial intention effect consumer satisfaction which in turn effects consumer loyalty. This deductive study utilises a quantitative survey method. 450 adult Muslim consumers from Klang Valley participated in the questionnaire. Data from 345 completed questionnaire sets were subjected to partial least square (PLS) analysis. The results demonstrated that all relationships were significant. However, subjective norm was found to exhibit no significance towards Halal food product trial intention Interestingly, the moderation effect of religiosity was found not significant except for one relationship between health consciousness and Halal food product trial intention. This study offered several theoretical and practical contributions regarding Halal food consumption in the context of Malaysia. Theoretically, this study extended the literature on the TPB, moderating role of religiosity, Halal food product trial intention and Halal food product loyalty. Practically, this study is expected to assist marketers and business to identify the factors that influence Halal food product trial intention and Halal food product loyalty, in order to help them develop better marketing strategies. Additionally, it is recommended for future research to explore other potential factors that could influence Halal food product trial intention and Halal product loyalty.