دانلود رایگان مقاله انگلیسی تعیین کننده های داشتن قصد و نیت خرید به صورت حلال - امرالد 2017

Abstract

Purpose: This study aims to explore the perceptions of Arabian Muslim consumers about halal food products, and to investigate their behaviour towards halal-labelled food products in UK mainstream supermarkets using the Theory of Planned Behaviour (TPB). The role of Islamic religiosity and consumers’ confidence regarding the halal logo as moderating factors is investigated. Design/methodology/approach: Cross-sectional data were collected through distributed 400 questionnaires in Scotland, mainly to Muslim consumers who come from different Arabian countries and are currently living in Scotland. Findings: The results show that the TPB is a valid model for predicting Muslim consumers’ intention to purchase halal-labelled food products. The findings reveal that for consumers with high and low Islamic religiosity, subjective norms are the most influential determinants of their intention to purchase halal-labelled food products. Research limitations/implications: Limitations include the focus on only Arabian Muslim consumers within an ethnic minority population living in Scotland, and the use of convenience and snowball sampling. Practical implications: The findings could be useful for halal industry food makers to better serve their customers through sophisticated marketing strategies. Originality/value: This study extends understanding of consumers’ halal-labelled food purchasing behaviour using TPB to determining the rationales for purchasing halal foods from mainstream UK supermarkets. Unlike others studies, this study used Islamic religiosity instead of self-identity (being a Muslim) as a moderating factor.

Discussion and conclusion

As the number of halal-labelled food products increases in the UK marketplace, understanding the determinants of Muslim consumers’ willingness to purchase halal-labelled food products from UK mainstream supermarket chains becomes more important for both academics and practitioners. The major objective of this study was to explore Muslim consumers’ perceptions, attitudes and consumption of halal-labelled food products in mainstream UK supermarkets, specifically in Scotland, using TPB. The findings show that Muslim consumers’ perceptions about the safety and health implications of halal-labelled food products in UK mainstream supermarkets have a significant and positive influence on their attitude towards those food products. These findings are consistent with those of Jusmaliani and Nasution (2009), Widodo (2013) and Ambali and Bakar (2013). More specifically, Muslim consumers’ perceptions of health implications have the greatest impact on their attitudes towards halal-labelled food compared to their perceptions about safety. Aligned with Wilson and Liu (2010), who reported that Muslims perceive health as having a strong spiritual component, including basics of fatalism. In general, consumers appear to put greater emphasis on hygienic and healthy food compared to what has been cited in most studies (Ahmed, 2008; Michaelidou and Hassan 2008; Ambali and Bakar, 2013; Shaari et al., 2013; Teng, 2013; Widodo, 2013). In the halal context, Muslim consumers insist on knowing the source of their food and ensuring that it is free from any haram and impure ingredients to prevent disease and to maintain their health. Moreover, concerns exist about the processing or manufacturing of food, which should follow essential steps to comply with the many requirements of Islamic law and of good manufacturing practices (Ambali and Bakar, 2013). Thus, Muslims devote considerable time to checking food-packaging labels to ensure the food complies with Islamic law and hygiene requirements. This implies that consumers’ concerns regarding safety and health are pivotal determinants of their attitudes towards halal-labelled food in UK supermarkets.