Abstract
The study aims to investigate the factors that influence South Korean non-Muslim customers' intention of purchasing Halal restaurants "cooked foods". There are three factors. This study indicated the intention of the non-Muslim customers to purchase Halal restaurant cooked foods is influenced by the healthiness, safety, and cleanness of foods and the Suwon area of South Korea. The attitude and subjective norm can help non-Muslim consumers form positive attitude towards Halal restaurant cooked foods. The finding will benefit both the academics and entrepreneurs who manage Halal business on how to improve their business. The outcome of the study supports a valuable situation applicable to non-Muslim legal bodies on the present purchasing intention of non-Muslim customers towards Halal restaurant's program. This will likewise help manufacturers and advertisers to serve their clients better to amplify their benefit. It defines a total base for non-Muslim government officials to underwrite the inclusion of non-Muslim business visionaries in the Halal cooked foods administration industry to improve the financial branches of its supporters and fulfilling their strict duties to Halal food restrurants. Key words: Attitude, perceived behavioural control, purchasing intention, non-Muslim, Halal restaurant. foods.
Highlights
The worldwide trend in food industries is moving toward healthy, safe, and clean food and people are willing to pay more to consume food with higher standard quality (Ayar and Gürbüz, 2021)
Our results showed that there was not enough evidence to support that the attitude (H1) and the subjective norm (H2) of non-Muslim consumers affect the purchasing
This paper examines the factors that affect non-Muslim customers‟ purchasing intention of Halal food in the Halal cooking business in South Korea by an structural equation modelling (SEM)-based analysis
Summary
The worldwide trend in food industries is moving toward healthy, safe, and clean food and people are willing to pay more to consume food with higher standard quality (Ayar and Gürbüz, 2021). The global halal market has been expanded in the last few years with halal food products recording $632 billion sales, which is equivalent to 16% of the entire global food industry (Izberk-Bilgin and Nakata, 2016). It is not surprising since healthrelated quality is one of the main determinants of food quality dimensions (Lim et al, 2020). Halal accreditation is considered as one of the benchmarks for food quality assurance and its benefits can be enjoyed by Muslim consumers and
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