WHY DO CONSUMERS PURCHASE IMPORTED HALAL MEAT PRODUCTS?

Abstract

Halal meat is important in Indonesia, not only because of the Muslim consumer’s demand but also because of the low domestic production. Therefore, this study aims to determine the factors that influence the intention to purchase imported halal meat from Muslim consumers in Indonesia. To answer the inquiry, it employed a quantitative research method and adopted the Theory of Planned Behavior and Push-Pull Mooring Theory. Primary data was obtained from 913 Indonesian Muslim respondents and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The results showed that nutritional content, behavioural control, and attitudes significantly and positively affect the intention of purchasing imported halal meat products. Meanwhile, the price variable significantly negatively affects the purchase intention. The religiosity variable, which acts as a mediating variable, significantly positively affects attitudes to buying imported halal meat products. Meanwhile, the variables of subjective norms, sensory attractiveness, and halal awareness are not significant in this study. The results are expected to provide insights for halal meat importers, halal industry players, the government and other stakeholders in Indonesia and globally.