Extending the Theory of Planned Behavior to Examine Factors Influencing Intention to Purchase Halal Chocolate Among Malaysian Muslims

Abstract

Manuscript type: Research paper Research aims: The purpose of this study is to examine factors influencing intention to purchase halal chocolate among Muslim consumers in Malaysia by extending the classical Theory of Planned Behaviour (TPB). This study specifically investigates the influence of attitude, subjective norms, perceived behavioural control, halal knowledge, habit, and religiosity on the intention to purchase halal chocolate. Design/Methodology/Approach: A total of 252 valid responses were obtained through convenience sampling and analysed using SmartPLS 4.0. Research findings: The results indicate that attitude, subjective norms, and religiosity are the factors that influence purchase intention for halal chocolate, while perceived behavioural control, halal knowledge, and habit do not. Subjective norms have the strongest influence on purchase intention for halal chocolate, followed by attitude. Theoretical contribution/Originality: The findings contribute to the growing literature on halal food and consumer behaviour. In particular, the study provides empirical evidence on the importance of attitudes, subjective norms, and religiosity in influencing purchase intentions for halal chocolate. Practitioner/Policy implications: This study could serve as a basis for halal chocolate manufacturers, retailers, exporters, and importers to better understand Malaysian Muslim customers and the factors that drive them to purchase halal chocolate. Furthermore, the government and related agencies, such as the Malaysian Cocoa Board (MCB), could devise strategies to re-establish and strengthen the country’s cocoa industry, allowing Malaysia to reclaim its position as the world’s leading cocoa producer. Research limitation/Implication: This study includes six variables that influence halal chocolate purchase intention. Future studies could include other internal and external factors influencing purchase intention, such as the role of the halal certification logo