Halal food consumption intention: a dual theoretical approach in a non-Muslim context in Ghana

The consumption of Halal foods is a sensitive concern for scholars, businesses, and the food industry. This study aims to expand the theory of planned behaviour (TPB) regarding Halal food by introducing two additional constructs, tested with Muslims in a non-Islamic state. This research employs a dual-theoretical approach, integrating TPB and the theory of optimism and pessimism (TOP), utilising convenience sampling to collect data from 437 Muslim consumers of Halal food in a non-Islamic country. Structural equation modelling is employed as a statistical tool to examine both direct and interaction effects of the proposed paths. The study reveals that attitude towards Halal, knowledge, and subjective norms significantly predict Halal food purchase intentions. While the impact of perceived behavioural control on the purchase intention of Halal food is insignificant, further analysis demonstrates that the Halal sense of safety and trustworthiness of information significantly moderate these relationships. This study offers valuable insights into the factors contributing to Halal food consumption in a non-Islamic country, offering relevance to businesses and industry practitioners. This research adds to the literature by merging TPB and TOP theories, advancing the realm of Halal marketing studies and enhancing the novelty of this investigation.