Halal Food Purchase Behavior of Students from Three School Levels Using Theory of Planned Behavior Approach

Abstract

Objective - Food products are diverse in Indonesia. However, there are still numerous products have not certified as halal food. It becomes a challenge, especially for children who cannot adopt a decision with full consideration. This research aims to analyze knowledge, attitude, subjective norms, behavioral control, purchase intention, and purchase behavior differences among students from every level (elementary school, junior school, and senior high school). Furthermore, this research also aims to analyze the influence of knowledge, attitude, subjective norms, and behavioral control toward purchase intention and the influence of knowledge, attitude, subjective norms, behavioral control, and purchase intention toward a purchase behavior. Methodology/Technique – The research conducted as quantitative research through a self-administered survey on 207 students from elementary school, junior school, and senior high school. The analysis performed SEM. Finding & Novelty - The results show that overall, attitude, subjective norms, and behavioral control significantly influence purchase intention and attitude, subjective norms, behavioral control, and purchase intention influence toward a purchase behavior. This finding implies that the role of business and government in facilitating consumers to buy halal food. Type of Paper: Empirical. Keywords: Halal Food; Knowledge; Purchase Behavior; SEM; Theory of Planned Behavior Reference to this paper should be made as follows: Simanjuntak, M; Nasiha, F. 2019. Halal Food Purchase Behavior of Students from Three School Levels Using Theory of Planned Behavior Approach, Global J. Bus. Soc. Sci. Review 7 (3): 194 – 203. https://doi.org/10.35609/gjbssr.2019.7.3(4) JEL Classification: M30, M31, M39.