Management Research Review

Factors affecting Halal purchase intention - evidence from Pakistan’s Halal food sector
Hayat Muhammad Awan Ahmad Nabeel Siddiquei Zeeshan Haider
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Hayat Muhammad Awan Ahmad Nabeel Siddiquei Zeeshan Haider , (2015),"Factors affecting Halal purchase intention -
evidence from Pakistan’s Halal food sector", Management Research Review, Vol. 38 Iss 6 pp. -
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 Introduction

One of the religions with food inhibitions is Islam. It is the religion governed by rules and customs built on five

mainstays, which every Muslim has to observe: shahadah or witnessing; Salat or prayer; zakah or charity;

Sawm or fasting and Hajj or pilgrimage. In addition to these, Muslims have to monitor a set of dietary

prescriptions intended to advance their well-being. These rules are found in the Quran and in the Sunnah, the

practice of the Prophet Muhammad (P.B.U.H), as recorded in the books of Hadith. Halal is a word which

originated from Arabic language meaning “lawful or permitted”. Halal means those things that are permissible
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or lawful under Sharia. Every eatable or drinkable food item is considered Halal until or unless it is forbidden in

the holy book of Islam i.e. Qur’an and sayings of the Holy Prophet (P.B.U.H) i.e. Hadith. The current market of

the Muslims is nearly of worth US$ 02 trillion, which makes it one of the worth growing consumer markets

segments. Around 1.6 billion Muslims make the 23.4% global percentage. If the current trend continues, there

will be an increase of 26.4% and the total population the Muslims will reach 8 billion in 2030 (Temporal, 2011).

The halal food contributes 12% towards trade in the agri based food products which leads to US$ 560 billion in

monetary terms. Moreover, Asia Pacific is the potential and highest market of the halal foods while Singapore is

the most important transshipment center. Muslims in this region make up 62% of Muslims worldwide among

which South Asia has the second highest population (Temporal, 2011).

Additionally, world’s leading fast-food restaurants like KFC, McDonalds have introduced Halal food range in

their food categories and similarly, giant retailers like Carrefour and Albert Heijn have also introduced Halal

meat in their product assortment. In the recent years, it has also been argued that the consumers, irrespective of

their religion, have become more and more concerned about the food product they purchase and consume. This

awareness is due to the customers, both Muslims and Non-Muslims, who are gradually more involved in the

food they eat. To take the experienced options for the reasonable business, there should be appropriate

information of items which is very important for customers, particularly in the regularly increasing industry of

halal food. Globally, clients especially Muslims, are more engaged in issues regarding halal products, because
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 religious knowledge becomes a critical facet that affects consumption actions (Essoo and Dibb, 2004). Halal

research actually covers extensive areas of consideration: purchase intention, basis of returns (Regenstein,

Chaudry & Regenstein, 2003), consumers attitude toward halal products and purchase intention (Mukhtar and

Butt, 2012; Maheswaran & Sternthal, 1990), word of mouth (Magnus Söderlund, 2006) and religiosity

(Worthington et al., 2003). Since demand for Halal products and services has been increasing (Bernama, 2009)

and even with the prominence of the Halal market segment and its emergent profits (Fischer, 2008), research

on Halal food and its consumption pattern by Muslim community has been fundamentally significant (Bonne et

al., 2009). Measuring the precise attitude of consumers especially Muslims towards Halal food purchase, the

intention is still questionable and is therefore an under researched area (Lada et. al, 2010; Bonne et. al., 2009;
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Ahmed, 2008). It seems that the Halal sector is in need of further auxiliary research: related to supply chain of

Halal food products; which challenges argumentative concerns of government regulation and principles based

on Islamic philosophy in the contemporary international marketplace; and devotedly detains the customer

involvement (Wilson, 2012). The current study develops the prevailing literature in three ways. Firstly, it

incorporates the important but previously ignored constructs of Halal Awareness, Halal certification and Halal

marketing concept towards Halal food purchase intention (Rajagopal et al., 2011). This will benefit in resolving

the consideration on whether or not, explicit marketing practices and its potential outcomes can positively

influence consumer buying intention of Halal food products. Secondly, it is the first study of its type that

discusses significant difference among various factors affecting purchase intention while purchasing Halal food

product based on the High and Low Religious beliefs of consumers since this religiosity is fundamental

principle that affects behavior (Alam, Mohd, and Hisham, 2011).Thirdly, for the first time analytical

hierarchical process technique, which is a multi-criteria decision making method, has been used in the study of

Halal food to categorize individual items based on their level of criticality for purchase intention using global

priority weights (Wind and Saaty , 1980 ; Formen and Gass, 2001). Fourthly, the model is tested on Halal food

sector of developing economy of a Muslim country which in its own is an exceptional investigation in the

literature of Islamic marketing. The remaining paper has been divided into four sections. The first section

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 contributes a detailed review of literature, research objectives and four research questions. The second and third

sections are about research methodology and results/discussion respectively while the fourth section comprises

conclusion and implications of this study.

Literature Review

Halal Awareness

Halal is defined as anything that is allowed or acceptable to Muslims (Eliasi and Dwyer, 2002; Berry, 2000,

2008). Islamic food products can be separated into nine categories between Halal and Haram. Makrooh and

Mashbooh fall in between these categories (Eliasi and Dwyer, 2002). This is very essential for the Muslim
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customers to know the product categories that they buy and use (Shaari, 2007). Regardless of the extensively

offered halal food products, and frequent research information on halal food market, there is absence of theory-

driven research on halal food purchasing (Alam and Sayuti, 2011). Moreover, consumers are not exposed

adequately to Halal certification and Halal brands (Rajagopal et al., 2011). At the same time, there has been a

lack of unpretentious knowledge on the connection between halal concept such as halal consciousness and halal

accreditation with purchase intention in the context of purchasing halal products (Aziz and Chok, 2013).

According to previous studies (e.g. Bang, Ellinger, Hadjimarcou, and Traichal, 2000) knowledge has an

influence on intention, as increasing knowledge is likely to influence the intention. Similarly, the knowledge in

the direction of the influence of marketing related concept such as advertising and branding with halal purchase

intention is almost unavailable (Aziz and Chok, 2013). Though vendors are beginning to achieve an

understanding on the significance of halal accreditation and halal awareness, still very little is known about

halal components and other determinants that has an impact on purchase intention. The manifestation of

publicized Halal food meaningfully impacts consumer knowledge of Halal principles (Rezai et. al.,

2012)).Consequently, Halal awareness has a substantial influence on explaining the intention to purchase halal

products (Aziz and Chok, 2013). Previous studies (Bonne et. al., 2007) involved habit as an independent

construct in halal meat purchase intention while considering halal awareness as part of overall habit. In UAE,

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 the awareness of youngsters concerning fundamental halal principles and halal accreditations is tremendously

low (Rajagopal et. al., 2011) and this paradigm needs to be confirmed in other parts of the world especially in

the Muslim countries.

Religion & Religiosity

Spiritual values and religiosity set behavior standards that directly and ultimately impacts option of meals

attributes. Spiritual values perform important tasks to influence consumer behavior and actions because of

humans’ nature, where their behavior and actions are based on their values (Shaari, 2007). Essoo and Dibb

(2004) contend that religion affects consumer alternative option on meals and grocery products. Spiritual values
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also affect the lifestyle which then affects the actions of the customers (Ahmed, 2008). Therefore, religious

perception becomes an important aspect that affects consumption actions (Essoo and Dibb, 2004). More

religious consumer will buy more Halal meals as nearest possible to the religious perception and prevent

themselves from getting involved in activities that are against the religious guidelines (Schneider, Krieger, and

Bayraktar, 2011 ; Masnono, 2005).Therefore, the religious belief of customers has become a very important part

in marketing particularly in ads (Froehle, 1994). Religiosities also have a strong effect on consumer actions and

behavior to buy Halal foods (Weaver and Agle, 2002). Individual’s level of religiosity positively affects attitude

towards the Halal products (Mukhtar and Butt, 2012).

Abundant empirical evidence supports that one’s religion influences consumer attitude and behavior in general

(Delener, 1994; Pettinger et al., 2004), food choices and consumption pattern in particular (Mennell et al., 1992;

Steenkamp et. al., 1999; Steptoe et al., 1995; Ghadirian and Shatenstein, 1997; Mullen et al., 2000). Religion

even plays a significant role in many societies of the world pertaining to food choices (Dindyal, 2003;

Musaiger, 1993). A religion may influence consumer behavior (Delener, 1994, Pettinger, 2004), particularly in

food buying and consuming behavior (Bonne et. al., 2007). Schiffman and Kanuk (1997) also found that

religious identity is a significant factor in buying halal food product. Muslims have a religious compulsion to

consume halal foods (Bonee et al., 2007). Similarly, religiosity is imperative as a determinant of individual’s

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 cognition as a Halal food consumer (Sitasari, 2008). Although religion has been a substantial force in the lives

of many individuals, its exact role in consumer food choice is rather uncertain (Delener, 1994). The impact of

religion on food consumption depends on the religion itself and on individual’s level of religiosity. Most

religions have dietary laws related to food intake (Pork is strictly prohibited in Islam and Judaism) while

Christianity has no food exclusions (Sack, 2001, p. 218). The consumption of animal meat products are severely

monitored related to religious considerations (Shatenstein and Ghadirian, 1997). Although religions may levy

severe dietary laws, the extent of person succeeding them might diverge significantly.

Perceived Behavioral Control

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Perceived behavioral control is defined as perceptions of the extent to which the behaviour is measured to be

manageable. It measures the point to which individuals distinguish that they truly have mechanism over

endorsing the behaviour of attention (Liou and Contento, 2001). Perceived behavioural control is of superior

interest than tangible control since it deliberates people’s intuition of the comfort or struggle of performing the

behaviour of curiosity (Verbeke and Vackier, 2005). Perceived behavior is one of the independent determinants

of individual’s intention towards purchasing decision. Ideas of perceived behavioral control are mainly

companionable with (Bandura’s, 1977) concepts of perceived self-efficacy which is concerned with ruling of

how well one can implement necessary actions to contract with the particular situation. Perceived behavioral

control evaluates the limits of person’s control on his behavior (Liou and Contento, 2001; Karijin et al., 2007).

Although subjective and objective knowledge are connected, they are discrete in two phases (Alba and

Hutchinson, 1987; Brucks, 1985). First, when people do not precisely perceive how much or how little they

really know, subjective knowledge may over or underestimate one’s actual product knowledge. Second,

measures of subjective knowledge can indicate self-confidence levels as well as knowledge levels.

Attitude

According to Keller (2003), knowledge has levels and foundations based on the consumer’s awareness,

perceived attributes; perceived image; and opinion about product and its experience that are closely associated

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 with the consumer’s overall understanding of a brand. While attitude is a psychological state and results in a

good or bad image of an entity (Chaiken, 1995). It is also said that attitude is a learned tendency to act in a

certain favorable or unfavorable manner (Schiffman and Kanuk, 2007). In other words, attitude of consumers is

based on their belief and knowledge regarding a certain commodity, which is a result of information integration

process and ultimately influences individual’s aim to behave in a certain manner (Xiao et. al., 2011). Ajzen

(1991) cited that “the more favorable the attitude with respect to a behavior, the stronger is the individual’s

intention to perform the behavior under consideration”. It is hard to measure attitude directly, consumers have

to rely on research erasures to measure this construct (Phau et al., 2009). Subsequently, an individual attitude

for Halal food is originated from their belief that the product is halal and it will lead to favorable attitudes, such
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as having an intention to purchase (Ajzen, 1991). Attitude construct has been broadly studied of late and is

considered to be a predictor of consumer intention to purchase especially in food category. Alam and Sayuti

(2011) found that attitude poses a strong impact on consumer purchase intention and consumers having more

high/positive attitude seem to have greater intent to purchase Halal food. Studies from (Choo et al., 2004) found

that innovation oriented consumers have a positive relationship between attitude and purchase intention. Studies

from (Lada et. al., 2009) also found a positive relationship between attitude and consumer purchase intention of

Halal food products. Research on food buying behaviors of individuals by (Tarkiainen and Sundqvist, 2005)

also established a strong positive correlation between individual attitude and purchase intention. Latest study

from (Mukhtar and Butt, 2012) focused on Halal food found a significant relationship between Halal food

purchase intention and the attitude to purchase it.

Subjective Norms

Subjective norm assesses the social pressure on individuals to perform or not to perform certain behavior i.e. the

motivation to comply with significant others’ views. It represents the fact that important referents (other

individuals or groups) think that one should carry out the actions and the inspiration to adhere to these referents

(Nilsson et al., 2004). Very subjective standards evaluate the social demands on the individual to execute or not

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 to execute particular actions (Rhodes and Courneya, 2003). Very subjective standard may have more powerful

effect on purchase objective of Halal foods if earlier topics were analyzed. Lee and Green (1991) discovered

that subjective standard was an important forecaster for behavior objective in the Philippines, while attitude was

discovered to surpass the impact of subjective standard in the United States. One study though focuses on

Organic food products (Tarkiainen and Sundqvist, 2005) while Halal food products have completely been

neglected. Studies from (Mukhtar and Butt, 2012) also found that subjective norm appears to be the strongest of

all the predictors for choosing Halal products. Similar studies from (Lada et. al., 2009) found subjective norm to

be the most influential predictor of purchase intention.

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Halal Marketing Concept

Understanding behavior of consumers is imperative in order to market Halal food products. This food sector

shares general standards with numerous other conventional sectors in terms of its marketing but nevertheless

has its explicit set of implications (Wilson, 2012). Muslim consumers are comparable to several other consumer

groups in terms of their demand of nutritious and superior food products but the difference originates from their

requirement of Shariah conformed food products (Carla Power, 2009). It is therefore worthwhile to take a look

at each of the four tools of marketing mix that can be used to satisfy customers and company objectives (Carla

Power, 2009). This is the way for the marketers to evaluate their customers that how they are responding

according to the company marketing strategies. Kotler and Amstrong, (2006) have acknowledged that brand is

more than just a name and symbols. Study of (Sungkar, 2009) revealed that brands have the power to

distinguish the products and communicate with the customer. Purchase intentions of Halal foods are routinely

measured and used by marketing practitioners as an input for sales or market share forecasts (Hosein et al.,

2010). Laroche, Kim and Zhou (1996) suggest that variables such as customers' consideration in buying a brand

and expectation to buy a brand can be used to measure consumer purchase intention. Important marketing-

related factors also play a significant role in predicting the intention to purchase halal products (Aziz, 2013). To

be successful, a business should increase orientation towards satisfying consumer needs and establish trust

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 through the production of intrinsically safe products and reliable and effective communication of these products

through effective marketing campaigns (Verbeke, 2000). Consumers are not exposed enough to Halal

certification and Halal brands through marketing communication and it is suggested to have a greater use of

marketing and branding to promote and sell Halal products and services (Rajgopal et. al., 2011). Furthermore,

Verbeke highlighted that when people get exposed to communication, this changes their attitudes resulting in

retention of a new attitude. Certain forms of communication by corporations can determine purchase decisions

(Richardson et al., 1994). It could be assumed that perhaps it is the lack of communication that influences

people’s decisions on where to shop. In addition to it, availability of product is most crucial element in countries

like Pakistan having low brand loyalty among consumers (Siddiquei et al., 2013). Studies from (Tarkiainen and
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Sundqvist, 2005) in organic food sector established no significant relationship between availability of organic

food products and price with buying intentions. However the findings from (Ireland and Rajabzadeh, 2011)

found that almost all consumers are afraid about the halal prestige of their products and it represents a great

opportunity for trustworthy firms, brands and institutions. Brand managers and marketers will have to adopt

multiple marketing strategies in order to build international brands in a variety of countries that appeal to

Muslims (Temporal, 2011).

Halal Certification

It is an acute factor in Muslim’s consumption decision of whether or not product is Halal. Consequently, Halal

directives and accreditation systems were established to facilitate Muslim consumers in purchasing those

products which conform to Islamic jurisprudence. The certification of products as Halal and Halal logo on the

product do not simply guarantee to the Muslims what they eat or consume is according to the Islamic law but

also give confidence to producers to meet up the halal standards (Ariff and Ahmad, 2011). The correct labeling

on halal food is essential for consumers, because certain labels can often be misleading (HFA, 2002-2003). This

is an issue not just for Halal meat, but for food in general. Adding up, to fulfill the Halal requirements, food

manufacturers are motivated to adapt and maintain standard that meet worldwide benchmark like as “ISO

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 9000”, “Codex Alimentary”, “HACCP” and “Good Hygienic Practice” (Hayati et al, 2008). Halal logo has

become a common tool for the purpose of convincing the Muslims in several countries and there are estimated

1.5 billion Muslims throughout the world (Utusan Malaysia, Aug 27, 2004). Certification obligates a quality

control process to oversee effective implementation of required production conditions and assures quality

standards. Nowadays, Muslims are making their presence felt socially and politically and are requesting halal-

certified food products (Riaz & Chaudry, 2004; Shafie & Othman, 2006). Since being certified "halal", KFC,

Burger King and Taco Bell has all seen a 20% increased customer base (Sabri, 2006). Recent reports indicate

that UAE Muslim consumers desire halal certification because they are concerned about the halal status of their

purchases (Ireland and Rajabzadeh, 2011). Restaurant managers also believe in the certification of Halal food
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products. They feel that halal certification is very predominant in the hospitality industry, as it encourages the

importance of restaurant managers having knowledge of Muslims' food boundaries, understanding and spiritual

practices (Marzuki et. al., 2012). More and more international food brands appeared in the markets of Muslim

countries and likewise pushed the matter of Halal certification (Riaz and Chaudry, 2004). There is a demand for

Halal certification of food products by the Muslim consumers irrespective of their country of origin. This

indicates the necessity of Halal certified food products as it seems to be a significant factor in purchase decision

of those products. In the same scenario, some Muslim countries like Indonesia, Malaysia have established

regulatory authorities to establish food control.

Objective of the study

This study is designed to explore the factors that build customer’s purchase intention of Halal food products.

This study endeavored to offer answers to problems like what are the measures based on which customers

purchase Halal food products. What critical factors based on global priority weights mostly rely on? What

makes them personally satisfied when they are purchasing Halal food product? In addition to this, the

significant differences among the factors, influencing purchase intention in different groups of religious beliefs

have also been explored. Furthermore, this study would conclude with setting up imperative consequences for

prevailing and prospective companies of Halal food industry and deliver strategies to the organizations as to
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 how diverse customer[s] group can and what type of marketing approaches they can use to increase their

coverage and exploit the positive attitude and intentions to purchase Halal food products.

Research questions

The study was prepared to examine the subsequent research questions:

RQ1. What are the factors that affect consumer Halal food purchase intention?

RQ2. Is there any significant difference while purchasing Halal food product based on the High and Low

Religious beliefs?

RQ3. What are the individual elements that create this purchase intention based on the level of their criticality?

RQ4. What are contributions of different antecedents of Halal food towards overall purchase intention?
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These issues are deliberately selected for scientific research as they have substantial manifestation in literary

works, with their use to explain reasons for consumer’s preference of food products.

Proposed Model

The confirmatory factor analysis was conducted on the collected data and it confirms five factors i.e. Halal

Awareness, Personal Societal Perception, Halal Marketing, Halal Certification and Religious Belief. The

literature identified seven factors influencing purchase intention. However, they are reduced to five after

confirmatory analysis where Religion & Religiosity is now termed as Religious belief. At the same time,

attitude, subjective norms and perceived behavioral control collectively form Personal Societal perception. The

structural model to examine the relationships between these factors and to purchase halal products is presented

in Figure I.

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 Figure I Structural Model

Halal Marketing
Halal Awareness

Intensions to Purchase
Halal Products Halal
Religious Belief
Certification
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Personal Societal
Perception

H1: There is a positive significant relationship of Halal Awareness with purchase intentions of Halal food

products.

H2: There is a positive significant relationship of Personal & Societal Perception with purchase intentions

of Halal food products.

H3: There is a positive significant relationship Halal Marketing with purchase intentions of Halal food

products.

H4: There is a positive significant relationship of Halal Certification with purchase intentions of Halal food

products.

H5: There is a positive significant relationship of Religious Belief with purchase intentions of Halal food

products.

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 Research Methodology

A structured 7-point Likert scale questionnaire ranging from “Strongly-agree” to “Strongly-disagree” in self-

report form was used in this study as recommended by Churchill (1995). The data was collected from the

sample of 300 respondents who purchase Halal food Products from the following foremost cities of Pakistan i.e.

Karachi (Business center of Pakistan), Lahore (Capital city of Punjab), Islamabad (capital of Pakistan), Multan

(City of Saints) and Faisalabad (Industry hub of Pakistan). The questionnaire was first prepared in English and

then interpreted into Urdu by a round-trip translation method with the help of professionals in English and Urdu
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languages in order to diminish paraphrasing errors. Keeping in view the type and nature of the study the

systematic sampling technique is used in the study where every 5th customer coming out of store where halal

food is available was chosen to collect the data. All the respondents were halal food buyers since the objective

was to explain the factors influencing the halal food purchase intention. Other selection criteria were age (above

18 years) and being involved with food purchasing decisions within the household. The distributed

questionnaires were 300 but only 273 questionnaires were found usable and comprehensive, therefore the

response rate was 91 precent and it shows appropriate statistical reliability and generalizability (Stevens, 2002).

Analysis

The reliability of model has been tested through Cronbach’s alpha. It’s a descriptive study that used

Confirmatory factor analysis on the data to find the factors that are most influencing on developing purchase

intention of Halal food products. Comparison of means based on the religious beliefs has been done to check

the difference of factors influencing the purchase intention of Halal food among the two groups (High and Low

Religious consumers).Analytical hierarchical process has been used to identify the level of criticality of

individual elements that builds purchase intentions. Correlation Analysis has been used to see the contribution

of different antecedents towards Halal food purchase intention. Finally, Regression Analysis was applied to test

the significance of hypothesis.

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 Research findings

Cronbach's Alpha

Nunnaly (1978) has indicated 0.70 to be an acceptable reliability coefficient but lower thresholds are sometimes

used in the literature. Cronbach’s alpha applied on 40 items used in study is 0.853 that is closer to 1 showing the

high reliability of the proposed model.

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 Factor analysis

In order to answer the first research question, factor analysis was applied. The factor analysis of data explores

the dimensions that create purchase intention of Halal food products in Pakistan. The results in Table I suggest

that there are five factors with all thirty seven items of Halal purchase intention, providing a large factor

loading (above 0.5 significant levels). All the three factors explain a cumulative variance of 76 precent.

Factors 1, 2 and 3 have nine, seven and seven significant loadings, while factors 4 and 5 have five significant

loadings respectively. These results suggest that the Halal purchase intention would be a combination of F1

(Halal Awareness), F2 (Personal Societal Perception), F3 (Halal Marketing), F4 (Halal Certification) and F5
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(Religious Belief).

Insert Table I

Comparison of Means

In order to answer the second research question, the data of respondents was divided on the basis of intensity

of religious beliefs towards Halal food. All the respondents falling within the first quartile have high religious

beliefs and lying above 3rd quartile has low religious beliefs toward Halal food. Independent t-test has been

applied to check the difference of factors influencing the purchase intention of Halal food. Out of total sample

28 are high religious concerned and 33 are low religious concerned respondents. The people with high

religious belief are influenced more with respect to all antecedents. However, the difference in personal &

societal perception, Halal food certification, Halal food awareness and Halal food marketing is insignificant

with reference to religious belief intensity.

Insert Table II

14
 Insert Table III

Analytical hierarchal Process

In order to achieve the answer of third research question, AHP was applied. This process is a multi-criteria

decision making method. This method was introduced by Wind and Saaty (1980) in which the qualitative

measures are converted into rector scale weights that are pooled into linear addition weights for alternatives.

These resulted weights are used to prioritize the alternatives and thus the decision maker would be in a better
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position to make a proper decision (Formen and Gass, 2001). The Haree primary functions of AHP are the

strengthening complexity, measurement on ratio scale and the synthesis. Bhatti et al (2013) explained these

functions.

The hierarchy of items affecting Halal food purchase intention based on the level of criticality is given in Figure

1. It was applied on all dimensions of Halal food purchase intension, explored through factor analysis and

calculated the global weights. The respondents were asked to compare pairwise these constructs and their items

over the scale -9 to 9. A detailed analysis is done in order to develop a hierarchical index based on global

priority weights of items affecting Halal food purchase intention.

All the items are distributed into three tiers. Tier I is“critical factor’ consisting of 3 items for the personal and

societal perception, namely “Public of Pakistan have a lot of choice for Halal products”, “public of Pakistan

gives priority to Halal product” & “willing to put considerable effort in obtaining Halal product” and one factor

from Halal marketing as “Purchase expensive Halal food product”. The existence of these factors is mandatory

to create Halal purchase intention. Tier II are supporting factors. These are the factors which support the critical

factors. There are two such factors from Halal marketing and two from the personal and social perception. Tier

III composed of all the remaining “other factors which are relatively less important and are to be maintained”.

15
 The producers of Halal food should make efforts to enhance the factors belonging to Halal marketing and

personal and societal perception

Figure II Graphical representation of AHP explaining individual variables based on the level of criticality
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With reference to the above mentioned results it can be drawn that customers in Pakistan have a lot of choice

for Halal food mainly because of its availability. The Government and regulatory authority are responsible for
16
 the availability of such food. In addition to this, there is always a social pressure to purchase halal food, as

“haram” is not religiously and publically accepted to sell or to buy. Because of this, customers are willing to put

considerable efforts and money in purchasing this Halal food. This shows that they have a very positive

perception about it. In addition to this, their purchase intention is also guided by the Brand name of the product.

Customers create familiarity with the products that are being endorsed by the celebrities and build an

association with them in the form of Brands.

Correlation Analysis

To answer our fourth research question the contribution of different antecedents of Halal food towards its
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purchase intention was measured using Pearson’s Correlation co-efficient and the results are listed in table IV.

The results show that the maximum contribution to antecedent’s of Halal food purchase intention is coming

from marketing of Halal food. It is significantly positive related with Halal food awareness. The investment in

the marketing of Halal food will not only improve the purchase intention, rather will increase the awareness of

the customers for the Halal food. Whereas, marketing of Halal food has no relationship with personal and

societal perception and religious beliefs. This indicates that the campaign of marketing of Halal food is not

taking into account the personal and societal perception and religious beliefs of the people of Pakistan. The

second highest contributing antecedent towards purchase intention of Halal food is Halal food awareness. (r =

0.487, p=.000). Again it has significant positive relationship with marketing of Halal food and no relationship

with personal and social perception and Halal food certification but negative relationship (r=-0.123, p=.051)

with religious belief of customer towards Halal food. These results indicate that investment towards creation of

awareness of customers toward Halal food will enhance the marketing efforts and will also influence more the

less religious belief customers toward Halal food purchase intention.

The Halal food certification also significantly contributes towards the purchase intention of Halal food. It is

significantly related with religious belief (r=.252, p=.000) and personal and societal perception of Halal food

17
 (r=0.100, p=0.115). The efforts towards Halal food certification will positivity affect the personal and societal

perception and religious beliefs toward the purchase intention of Halal food.

Insert Table IV

Regression Analysis

Finally, the regression analysis shows that out of five, four variables have significant impact on the consumer

purchase intention of the Halal food products. It is revealed that there is a highly significant and positive

relationship between Personal & Societal Perception, Halal Marketing, Halal Certification, Religious Belief and

Halal Purchase Intention which means that as the concern of the people regarding these dimensions will become
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higher, the more are the chances that their intention to purchase Halal food products will be increased.

However, there is no significant impact of Halal Awareness on the customers to purchase the Halal food

products.

Insert Table V

Conclusions and Implications

Our empirical findings are quite supportive of the conceptual framework to explore factors contributing towards

the Halal purchase intention. The analysis of the items constituting different aspects of Halal purchase intention

shows that there are five crucial constructs, i.e. Halal Awareness, Personal and Societal perception, Halal

Marketing, Halal Certifications and Religious Beliefs. It has been concluded that the Halal Marketing has the

highest contribution towards the factors of Halal purchase intention. At the same time, the marketing of halal

food products has a positive and significant relationship with the Halal Awareness. Thus, it can be securely

claimed that the Advertising and marketing associated with Halal food products could eventually lead to Halal

Consciousness because design associated with product or service awareness is one of the entire goals associated

with any Marketing campaign. The greater endeavours being placed on Halal Marketing campaign could bring

18
 about your design associated with Consciousness related to Halal food products. Out of many acknowledged

elements associated with Halal purchase Intention, Halal Advertising and marketing is the one which can better

end up being manipulated with the maker himself. Moreover, a very good marketing and advertising could

deliver practical benefits such as Halal Consciousness. Despite of the fact that Halal purchase is generally

associated with the religious belief of the people but the study identified that Religious belief is the least

significant factor contributing towards Halal purchase intention. In addition to this, it has also been found that

the purchase intentions have been guided by the social and family pressure as the consumption of Halal

products is socially acceptable. This study also found that Halal certifications and logos tend to reassure the

customers that the product is Halal. Consumers desire food products that have the Halal logo on it and therefore
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are licensed by a trustworthy Halal authority. Consumers inside Pakistan ordinarily have many Halal food

choices as the availability of the products can be quite high. It has also been found that customers are willing to

put considerable efforts before making purchase decision. They are conscious of food quality and can pay even

more price for it. This is likewise thought that the marketing experts should likewise possibly be working on

star/celebrity endorsements and also bringing out gross sales advertising plans pertaining to buyers to buy Halal

food products.

Managerial Implications

The findings of the study draw useful implications for both marketers and Halal food manufacturers. The

marketers should first acknowledge the fact that Halal food marketing campaigns must be designed in a manner

that they influence the Personal & Societal perception and religious belief of the consumers. However, the

manufacturers should be aware of the fact that customers are knowledgeable and they evaluate the product

before purchase, based on its quality features and health value. So the entire marketing effort should not only be

focusing on Product packaging which has Halal logos and certifications, but also on the quality of product itself.

Customers in Pakistan have a lot of choices regarding Halal food products and they make careful evaluation of

the product based on their own belief and product features. It has also been found that using celebrity for

19
 endorsing Halal food would also be a good idea since customers in Pakistan purchase food products of familiar

brands and celebrity endorsement would certainly create this familiarity. Halal certification and Halal marketing

are the two factors in this model that can be controlled by the manufacturers; therefore two factors can be used

to alter the norms and perceptions held by customers.

Limitations and future directions

The findings of the study raise some questions to be addressed in the future. Firstly, the study is conducted in

food sector of Pakistan and in a specific cultural context; application of the same model in different sector and

country could yield varying results. Secondly, the respondents of this study were customers of the Halal food; it
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would be interesting to acquire the data from other stakeholders like halal food manufacturers or retailers

themselves. Thirdly, moderating/mediating effects of certain variables like religiosity, attitude and WOM could

be explored in future studies of halal food purchase intention using structural equation model.

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 Table I

Table I Factor Analysis for Halal purchase intention

Component
Personal
Variables Halal Societal Halal Halal Religious
Awareness Perception Marketing Certification Belief
Make sure that the product is Halal. .984
Make sure about the product Halal ingredients. .963
Make sure that certain food additives contain Halal ingredients. .972
Make sure to have enough knowledge to make an informed Decision. .976
Government is responsible for Halal product availability. .971
Halal Authorities are responsible for Halal product availability. .991
Manufacturers are responsible for Halal product availability. .983
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Supermarkets are responsible for Halal product availability. .974

Purchase Halal food products if labeled as Halal. .979
Social pressure to purchase the Halal product. .844
Public of Pakistan gives priority to Halal products. .744
Public of Pakistan have a lot of choice for Halal Products .836
Halal products are easily available in the Pakistani market. .846
Willing to put considerable effort in obtaining Halal foods. .762
Positive perception to purchase Halal products .849
Behavioral belief that the product is Halal lead to favorable attitudes .863
Brand is vital to purchase a Halal product. .835
Celebrity endorsement is important in purchasing the Halal product. .861
Purchase a Halal product with familiar brand name. .833
Make sure about the quality of Halal products. .863
Price influences the purchase of Halal food products. .863
Purchase expensive Halal food products. .836
Sales promotion influences your purchase of Halal product. .861
Halal certification and logo used, reassure that product is Halal. .976
When you buy a product, you demand a Halal certified product. .982
Halal certification enhances the market ability of products .983
Halal logo has more attraction than those without logo. .975
Knowledgeable that some food products have non genuine Halal logo. .958
Eat Halal because of religious conviction. 0.70
Eat Halal because it has more social and family acceptance. .639
Eat Halal because it is healthier option. .943
Follows religious opinion that advises to purchase Halal products. .646
Avoid purchasing a product that is considered as Makrooh. .879
Variance percentage 23.055 14.009 13.946 13.070 12.341
Cumulative Variance 23.055 37.064 51.010 64.080 76.420
 Table II
Table II Comparison of means High and Low Religious concerned respondents

Std. Error
RB1 N Mean Std. Deviation Mean

HPI 1.00 28 1.2857 .46004 .08694

2.00 33 1.4545 .50565 .08802

HA_G 1.00 28 1.9471 1.09127 .20623

2.00 33 2.2830 1.00735 .17536

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PSP_G 1.00 28 1.5177 .68994 .13039

2.00 33 1.7948 .83008 .14450

MC_G 1.00 28 1.6890 .73025 .13800

2.00 33 2.0765 1.34350 .23387

HC_G 1.00 28 2.1599 1.25549 .23726

2.00 33 2.6519 1.42930 .24881

RB_G 1.00 28 1.1939 .76080 .14378

2.00 33 4.2655 .77408 .13475

 Table III
Table III Independent t-test

Independent Sig. (2- Mean Std. Error

Samples Test F Sig. t df tailed) Difference Difference Lower Upper

HPI Equal variances 6.153 .016 -1.354 59 .181 -.16883 .12470 -.41835 .08068
assumed

Equal variances -1.365 58.690 .178 -.16883 .12372 -.41642 .07876

not assumed

HA_G Equal variances .013 .911 -1.249 59 .217 -.33585 .26891 -.87393 .20224
assumed
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Equal variances -1.241 55.623 .220 -.33585 .27070 -.87821 .20652

not assumed

PSP_G Equal variances 1.845 .179 -1.402 59 .166 -.27712 .19762 -.67255 .11831
assumed

Equal variances -1.424 58.981 .160 -.27712 .19463 -.66658 .11233

not assumed

MC_G Equal variances 6.352 .014 -1.363 59 .178 -.38743 .28415 -.95601 .18115
assumed

Equal variances -1.427 50.857 .160 -.38743 .27155 -.93264 .15778

not assumed

HC_G Equal variances 3.152 .081 -1.416 59 .162 -.49203 .34752 1.18742 .20335
assumed

Equal variances -1.431 58.918 .158 -.49203 .34380 1.18000 .19594

not assumed

RB_G Equal variances 12.565 .001 -15.565 59 .000 -3.07162 .19734 3.46649 2.67675
assumed

Equal variances -15.588 57.701 .000 -3.07162 .19705 3.46610 2.67713

not assumed
 Table IV

Table IV Correlation Analysis for the contribution of Individual Antecedents

HPI HA_G PSP_G MC_G HC_G RB_G Overall

HPI Pearson Correlation 1 .005 .173** .150* .189** .184** .181**

Sig. (2-tailed) .937 .006 .018 .003 .004 .004

N 300 300 300 300 300 300 300

HA_G Pearson Correlation .005 1 -.052 .120 -.085 -.123 .487**

Sig. (2-tailed) .937 .410 .057 .180 .051 .000

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N 300 300 300 300 300 300 300

PSP_G Pearson Correlation .173** -.052 1 .013 .100 .074 .449**

Sig. (2-tailed) .006 .410 .836 .115 .244 .000

N 300 300 300 300 300 300 300

MC_G Pearson Correlation .150* .120 .013 1 .032 .070 .607**

Sig. (2-tailed) .018 .057 .836 .614 .274 .000

N 300 300 300 300 300 300 300

HC_G Pearson Correlation .189** -.085 .100 .032 1 .252** .273**

Sig. (2-tailed) .003 .180 .115 .614 .000 .000

N 300 300 300 300 300 300 300

RB_G Pearson Correlation .184** -.123 .074 .070 .252** 1 .186**

Sig. (2-tailed) .004 .051 .244 .274 .000 .003

N 300 300 300 300 300 300 300

Overall Pearson Correlation .181** .487** .449** .607** .273** .186** 1

Sig. (2-tailed) .004 .000 .000 .000 .000 .003

N 300 300 300 300 300 300 300

 Table V

Table V Regression Analysis for Hypothesis testing

Coefficients
Explained
Variables Unstandardized Standardized
Coefficients Coefficients
Results
Halal Explanatory Variables B Std. Error Beta t Sig.
Purchase (Constant) .827 .151 5.473 .000
Intention
Halal Awareness .014 .034 .025 .404 .686 Not supporting
Personal & Societal
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.103 .042 .149 2.434 .016

Perception Supporting
Halal Marketing .071 .033 .131 2.133 .034 Supporting
Halal Certification .051 .023 .139 2.193 .029 Supporting
Religious Belief .057 .027 .132 2.074 .039 Supporting