Factors Influencing the Purchase Intention to consume Halal Certified food in Korea: Evidence from international Pakistani Muslims in South Korea

Abstract

Halal market has been expanding enormously. It has received special attention globally as one of the most advanced business to be explored and develop. Muslim minority countries like South Korea have taken initiative to see the opportunity and penetrate the halal food industry to boost the local economy. However, there is still a knowledge gap behind the importance of studying the halal industry and the limited availability of academic resources. This research will participate to being a reference of halal study in the future for considering the consumers purchase behavior of halal food and being an eye-opener for the government to keep pursuing the halal direction because the halal market size is always getting expand. Due to that, this research aims to examine the factors that can influence purchase intention of halal food among the Muslim consumers in South Korea. The data were collected from 477 respondents. The purposive sampling method is used to gather respondents from the administrative districts from the South Korea. The hypothesis results of this study revealed that three variables which are halal certification, religious beliefs and halal brand satisfaction that were significantly related to Halal purchase intention among Muslim consumers. The findings of this research may be useful and helpful for manufacturers to understand Halal purchase intention among Muslim consumers as well as beneficial for the consumers to be aware of Halal implication in their daily live.