Extending Theory of Planned Behaviour Approach to Understand the Muslim Consumers’ Intention to Patronize Retail Stores

Abstract

Muslim consumers’ maintain their Islamic identity and halal principle knowledge by patronizing stores with halal images and purchasing genuine halal products. The goals of this study are to examine the impact of Muslim consumers’ attitude, subjective norm, perceived behavioural control and halal principle knowledge on their intention to patronize retail stores. Data received from 480 valid samples of Muslim consumers located in Kuching, Sarawak, Malaysia was analysed using the partial least squares structural equation modelling (PLS-SEM) technique using SmartPLS 2.0, a second-generation analysis software to test complex models with latent variables. Empirical results of PLS-SEM approach revealed that consumers’ attitude, subjective norm and perceived behavioural control do significantly affect Muslim consumers’ behavioural intention to patronize retail stores, except halal principle knowledge. Of these four predictors, the subjective norm turned out to have the strongest impact on Muslim consumers’ intention to patronize retail stores. Consumers are subjected to social normative push where the forces may come from family members, friends, colleagues, teachers, communities, etcetera. Muslim consumers are always motivated to consume lawful food and to refrain from taking the unlawful one as they seriously integrate the religious knowledge into their life as much as possible and they may patronize stores that match their religious values and beliefs. This research study offers guidelines to the retailers, marketers and the authorities in enhancing marketing strategies and the implementation of stricter halal consumption laws. The key theoretical contribution relates to the insertion of the halal principle knowledge in the matter of consumer behavioural intention to patronize retail stores in Malaysia by applying the theory of planned behaviour as the guiding principle.