DETERMINANTS OF CONSUMER PURCHASE INTENTION OF HALAL MEAT IN KANO-NIGERIA: A CONCEPTUAL PAPER

Abstract

The trend in the consumption of halal food products is experiencing a daily increase, as a result of the fact that the demand of halal food products is becoming higher and higher from consumers worldwide due to its safety, hygiene and quality. Even though the issue of the demand of halal food products has been widely highlighted in some existing halal literature, the determining factors influencing consumer purchase intention of halal meat product in Kano-Nigeria is yet to be discussed well in the current literature. This concept paper will discuss factors such as attitude, subjective norm, perceived behavioural control, product knowledge, product trust, celebrity endorsement, religiosity, and personal norm as an extension of the theory of planned behaviour (TPB) in the current complex food trade scenario. Cross-sectional quantitative survey approach will be used as the method of this study, using a self-administered questionnaire to collect the data. 500 questionnaires will be distributed within the total population frame of 9 million people living in Kano. The research findings can provide valuable insights for halal meat retailers on influencing factors that affect consumer's intention to consume and purchase from them. The findings of this study will enrich existing literature on halal meat product as well as broaden and deepen the theory of planned behaviour. It may also contribute towards necessary policy changes surrounding the halal meat market in Kano-Nigeria. Empirical studies by future researchers can be employed to test the relationship between the factors and also uncover other factors that can help in enhancing the purchase intention of halal meat product.