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Marketing impact of halal labeling toward Indonesian muslim consumer’s behavioral intention

Author

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  • Salehudin, Imam
  • Luthfi, Bagus Adi

Abstract

The purpose of this paper is to test the applicability of the Theory of Planned Behavior (TPB) in explaining the intention to switch from products without certified Halal labels within a wide array of purchase context, especially in the purchase of food and medicine products. A policy capturing questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 7500 responses were obtained from 150 participating respondent in 50 different scenario cases. Data is analyzed using Multi-group Structural Equation Modeling. The study finds that the Theory of Planned Behavior (TPB) is not completely valid to explain both the behavioral intention of Muslim consumers in Indonesia to seek information about the Halal certification of a product and to cancel their purchase if the product did not have Halal certification. Differences in magnitude and significance of causal relationships exist between different product categories.

Suggested Citation

  • Salehudin, Imam & Luthfi, Bagus Adi, 2010. "Marketing impact of halal labeling toward Indonesian muslim consumer’s behavioral intention," MPRA Paper 54341, University Library of Munich, Germany, revised Mar 2011.
    • Handle: RePEc:pra:mprapa:54341
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    Citations

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    Cited by:

    1. Semra TAŞPUNAR ALTUNTAŞ, 2019. "İslami Finansal Okuryazarlık ve Helal Okuryazarlık İlişkisi," Istanbul Management Journal, Istanbul University Business School, vol. 0(86), pages 57-73, June.
    2. Abdullah Mesut UÇAR, 2020. "A Research on Consumer Behavior Towards Interestfree Financing with Special Reference to Planned Behavior Theory: An Empirical Analysis," Journal of Economic Policy Researches, Istanbul University, Faculty of Economics, vol. 7(1), pages 69-88, January.

    More about this item

    Keywords

    Purchase behavior; halal label; muslim consumer; Indonesia;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z12 - Other Special Topics - - Cultural Economics - - - Religion

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