Does Consumers’ Propensity towards Halal Organic Food Purchase Matter? Malaysian evidence

Lennora Putit; Azrin Ali; Zaimy Johana Johan; Mohamad Fariz Abdullah; Amirah Ahmad Suki

doi:10.21834/e-bpj.v10iSI26.6807

Authors

Lennora Putit Faculty Of Business And Management, Universiti Teknologi Mara, Puncak Alam, Selangor, Malaysia; Business & Consumer Health (Biz-Health) Research Initiative Group, Universiti Teknologi Mara, Shah Alam, Selangor, Malaysia
Azrin Ali Faculty Of Business And Management, University Teknologi Mara, Puncak Alam, Selangor, Malaysia
Zaimy Johana Johan Faculty Of Business And Management, University Teknologi Mara, Puncak Alam, Selangor, Malaysia
Mohamad Fariz Abdullah Faculty Of Business And Management, University Teknologi Mara, Puncak Alam, Selangor, Malaysia
Amirah Ahmad Suki Kulliyyah Of Economics And Management Sciences, International Islamic University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v10iSI26.6807

Keywords:

Intention, Halal Organic Food, Attitude, Social Influences, Perceived Behavioural Control, Sustainability

Abstract

Demands for Halal (or permissible) organic products have been increasingly emerging in recent times. This study aims to investigate the consumers’ propensity to purchase halal organic food products in Malaysia. Specifically, it examines whether halal awareness, attitude, social influences, brand trust, product safety, and promotion affect purchase intentions. Using a non-probability sampling technique, 250 online survey questionnaires were distributed to targeted respondents, yielding 200 usable responses. Data were analysed using Smart PLS (version 4.0) statistical software. The findings revealed that attitude and social influence significantly impact consumers’ willingness to purchase halal organic food products. The study further discusses managerial implications.

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