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The Role of Education Level in the Buying of Halal Food among Ghanaian Millennials

Author

Listed:
  • Edward Markwei Martey
  • Isaac Toryni
  • Patricia Cretsil

Abstract

Purpose: The objective of this work is to measure Ghanaian Muslim millennials’ buying decision of halal food by introducing available information variables into the construct of the theory of planned behaviour research framework and level of education level as a moderating variable. Design/Methodology/Approach: There were 570 questionnaires that were disseminated to attain responses from Ghanaian Muslim millennial consumers. PLS was used for the structural equation modelling on multi-group analysis. Findings: Level of education influences the buying decision of Ghanaian Muslim millennials on halal food. Practical Implications: Information on the characteristics of halal food must be conveyed carefully as customers with a higher level of education internalize such messages better than a higher level of education customers. Originality/value: The work shows that there is a significant difference in the buying decisions of halal food among the groups.

Suggested Citation

  • Edward Markwei Martey & Isaac Toryni & Patricia Cretsil, 2023. "The Role of Education Level in the Buying of Halal Food among Ghanaian Millennials," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 13(2), pages 65-85.
    • Handle: RePEc:ers:ijfirm:v:13:y:2023:i:2:p:65-85
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    References listed on IDEAS

    as
    1. Osama Sam Al-Kwifi & Allam Abu Farha & Zafar U. Ahmed, 2019. "Dynamics of Muslim consumers’ behavior toward Halal products," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 14(4), pages 689-708, June.
    2. Morwitz, Vicki, 2014. "Consumers' Purchase Intentions and their Behavior," Foundations and Trends(R) in Marketing, now publishers, vol. 7(3), pages 181-230, November.
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    4. Lin, Zhibin & Filieri, Raffaele, 2015. "Airline passengers’ continuance intention towards online check-in services: The role of personal innovativeness and subjective knowledge," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 81(C), pages 158-168.
    5. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    6. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    7. Iqtidar A. Shah & Sohail Amjed & Said Jaboob, 2020. "The moderating role of entrepreneurship education in shaping entrepreneurial intentions," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-15, December.
    8. Valérie Sautron & Sandrine Peneau & Géraldine Camilleri & Laurent Muller & Bernard Ruffieux & Serge Hercberg & Caroline Méjean, 2015. "Validity of a questionnaire measuring motives for choosing foods including sustainable concerns," Post-Print hal-01123305, HAL.
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    More about this item

    Keywords

    Group; population; level; education.;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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