Consumers' purchase intention of <i>halal</i> brand products in Bosnia and Herzegovina: extension version of the theory of planned behaviour

Abstract

This study aims to test factors associated with the planned behaviour theory, explaining the purchase intention and actual purchase behaviour of the halal-branded products in Bosnia and Herzegovina. A quantitative method is used, and cross-sectional data are collected through a self-administered questionnaire survey. A non-probability convenience sampling technique is employed with 385 respondents and the structural equation modelling (SEM) is used to analyse the data. It is found that the attitudes, trust, habit, product ingredient, religiosity, and perceived behavioural control are positively significant with the purchase intention of halal branded products. Meanwhile, both the religiosity and perceived behavioural control are positively significant with the actual purchase of halal branded products, and finally the purchase intention has a positive relationship with the actual purchase of halal branded products. However, the subjective norm has an insignificant relationship towards purchase intention. A comprehensive study on halal branded products is importantly needed to inform and explain to all stakeholders of their potentials where in this study the newly revealed factors related to the theory of planned behaviour are examined.