The influence of halal awareness, halal certificate, subjective norms, perceived behavioral control, attitude and trust on purchase intention of culinary products among Muslim costumers in Turkey

Abstract

Muslims are expected to consume halal foods and beverages (culinary) due to their religion. It is important to know the factors affecting the consumption behaviors of Muslims. It is aimed in that study to empirically analyze factors affecting Muslim buying intentions of halal culinary products by applying the extended theory of reasoned action(TRA) in Bingöl, Turkey. The purchase intention of halal costumers is to be affected by the subjective norms, perceived behavioral control, religiosity, halal certificate, trust regarded to the halal status of products, awareness about the halalness of products and attitudes of Muslim customers. The survey method was applied in that study to test hypotheses so that 363 suitable questionnaires were collected during August 2022 at the city center of Bingöl city, Turkey. Descriptive statistics, factor analysis and discriminant and convergent validity methods were carried out to check the validity and reliability of the study. Structural equation modelling was used to test hypotheses of the model by IBM AMOS software. Religiosity, subjective norms and halal awareness significantly impact buying intention for halal foods and beverages, while perceived behavioral control, trust and attitude have insignificant impacts on purchase intention of culinary products in Turkey. Having a halal certification on culinary products has a strong impact on the trust of Muslim costumers. Muslims halal buying products intention can be increased through high halal knowledge and awareness. It is recommended that the policy makers, food authorities and health institutions should conduct regular inspections on culinary products so that producers obey Islamic principles in order to improve the trust of Muslim customers in halal products.