A study to determine the relationship between consumers perceptions of halal certificates and their religious orientations

Abstract

Purpose- This study was conducted in Isparta and Burdur sample provinces to determine the relationship between the halal certificate perceptions of consumers and their religious orientations. Besides, it is also aimed to determine the halal certificate perceptions and religious orientations of consumers. Methodology- A descriptive research model was used in the study. In addition, factor analysis, reliability test, KMO tests and correlation analysis were conducted. The relationship between the halal certificate perceptions of consumers, and their religious orientations was tried to be determined according to the research model. Findings- Six factors emerged in the dimensions of halal certificate perceptions of consumers. The emerged factors according to the items they contained were named as “Halal Certificate and Control”, “Promotion”, “Market Demand”, “Quality and Attraction”, “Accessibility” and “Retailer”. Four factors were found in the religious orientations of the consumers. The emerged factors according to the items they contained were named as “Intrinsic Religious Orientation”, “Religious Interest”, “Religion and Prayer”, and “Liberalism”. Conclusion- In the study, positive, significant, and weak relationships were observed among most of the dimensions and it was found that the participants who position themselves as liberal have no or low interest in halal-certified products. Besides, it was also revealed that advertising of halal products through mass media is not very important for the participants. Likewise, it may be beneficial to review the places where halal products are supplied since different opinions arise among the participants regarding the supply locations of halal products.