Antecedents of Intention to Buy Non-Muslim Halal Fast Foods: Evidence from the Biggest Muslim Population Country

Istyakara Muslichah,Krishnamurti Akbar Ibrahim

doi:10.18196/jbti.v12i2.12759

Istyakara Muslichah, Krishnamurti Akbar Ibrahim

Open Access

https://doi.org/10.18196/jbti.v12i2.12759

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Abstract

Purpose: This study aims to analyze the antecedents of consumers' intention to buy non-Muslim (Western) halal fast food in Indonesia. Although the country has the biggest Muslim population globally, compared to other countries, Indonesia only managed to get the fourth rank on the overall Global Islamic Economy Indicator score in 2020.Method: This study distributed an online questionnaire, using convenience sampling method, to 159 Muslims in Indonesia. A multiple regression analysis was used to evaluate the proposed relationships of halal awareness, halal certification, halal marketing, religiosity, brand, and food quality towards non-Muslim halal fast food purchase intention.Findings: The results of this study indicate that halal awareness, halal certification, religiosity, brand, and food quality positively influence consumers' intention to buy non-Muslim halal fast food, whereas halal marketing does not support this relationship.Originality: Due to the inconsistent findings from past studies, this study wanted to contribute to the literature about the antecedents of consumers' intention on non-Muslim halal foods in the context of fast foods. Understanding the motivation behind consumers' behavior is also essential for fast food marketers, especially in countries with significant Muslim populations.

Highlights

Halal lifestyle has recently spread throughout the world (Wilson, 2014), in Islamic countries and in other countries such as America, Australia, Japan, China, India, and Latin American countries (Hidayat and Siradj, 2015)
The data reported that Indonesia, as the biggest Muslim population country, currently is in the fourth rank on the overall Global Islamic Economy Indicator score in 2020 compared to other countries
This result does not align with Awan et al (2014); Fitria et al (2019), who found that halal marketing positively affects purchase intention on halal food

Summary

Introduction

Halal lifestyle has recently spread throughout the world (Wilson, 2014), in Islamic countries and in other countries such as America, Australia, Japan, China, India, and Latin American countries (Hidayat and Siradj, 2015). According to data from the State of The Global Islamic Economy (2020), the indicators of halal business trends are distributed in six industrial sectors, including Islamic financial services, halal food, fashion, travel, media, recreation, pharmaceutical, and cosmetic. Based on those sectors, the halal foods industry has become one of the growing markets which contributes around 12% to agri-based food products (Temporal, 2011) and expected to have a compound annual growth rate (CAGR) of 3.5% between 2019-2024 (State of the Global Islamic Economy, 2020). The fact that the first rank always goes to other countries which have a much smaller Muslim population is mystifying, especially in the halal food sector which has the biggest portion of investment (51.86%) compared to other sectors

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