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Decoding Islamic Advertising: The Power of Signaling Theory for Halal Food in Malaysian Context

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Listed:
  • Asma Khan

    (Halal Products Research Institute, Universiti Putra Malaysia, Malaysia)

  • Muhammad Ahmad Mazher

    (UniKL Business School, University Kuala Lumpur, Kuala Lumpur, Malaysia)

  • Nor Azura Adzharuddin

    (Faculty of Modern Languages & Communication, Universiti Putra Malaysia, Malaysia)

Abstract

This study explores the key factors influencing Malaysian consumers’ behavioral intention for purchasing halal food products. Using a sample of 422 respondents, this research employs a multiple regression analysis to examine the impact of brand, halal logo, purity, religious compliance, and quality on behavioral intention. The findings reveal that while purity does not have a significant effect, brand, the presence of a halal certification, compliance to religious standards, and product quality play a substantial role in shaping behavioral intentions. Among these, the halal logo and product quality emerge as the most influential factors. The study highlights the importance for businesses to prioritize halal certification, enhance product quality, and strengthen brand identity to effectively engage their target customers. Future research is encouraged to explore additional variables that may further influence consumer intentions in this domain.

Suggested Citation

  • Asma Khan & Muhammad Ahmad Mazher & Nor Azura Adzharuddin, 2024. "Decoding Islamic Advertising: The Power of Signaling Theory for Halal Food in Malaysian Context," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 4067-4075, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:4067-4075
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    References listed on IDEAS

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    1. Bria Dunham, 2011. "The Role for Signaling Theory and Receiver Psychology in Marketing," Springer Books, in: Gad Saad (ed.), Evolutionary Psychology in the Business Sciences, pages 225-256, Springer.
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