Muslim Consumers In Malaysia Research Articles

Application of social cognitive theory and Islamic theory of consumer behavior in accessing Muslim behavior toward halal nutraceuticals

Purpose This study aims to explore the factors influencing Muslim behavior toward halal nutraceutical products in Malaysia. Design/methodology/approach This study used a quantitative survey approach to 400 Muslim respondents in Malaysia who have experience in consuming or purchasing nutraceutical products. The sampling technique used was multistage stratified sampling, and the data was analyzed using structural equation modeling. Findings This study revealed that perceived safety is the most influential factor contributing to Muslims’ behavior toward halal nutraceutical products in Malaysia, followed by Islamic values, trust, religiosity, maqasid al-Shariah and halal literacy. Research limitations/implications This study has only focused on halal nutraceutical products from the perspective of Muslim consumers in Malaysia. Originality/value This study contributes to understanding the factors that influence Muslim consumers’ behavior toward halal nutraceutical products by adopting the Social Cognitive Theory and Islamic Theory of Consumer Behavior.

Muslim consumers’ behaviour towards halal nutraceutical products in Malaysia

Nutraceutical is defined as a food, or parts of a food, that provide medical or health benefits, including disease prevention and treatment. Although the primary source of nutraceutical products is plant-based, not all nutraceutical products can be categorized as halal. Many ingredients are involved in food processing and used as flavours, stabilizers, or colouring agents. In addition, some additives may be derived from non-halal sources, whether from pork, blood, non-slaughtered animals, genetically modified, or extracted with ethanol. Therefore, there is a need to identify the factors influencing Muslims’ consumer behaviour towards halal nutraceutical products to improve their awareness of them in Malaysia. For this reason, the present study has been developed to examine the factors that affect Muslim behaviour in purchasing halal nutraceutical products. This study employed a quantitative approach, with a total of 400 Muslim consumers in Malaysia participating and selected through multi-stage random sampling. Multiple regression analysis was used to determine whether Islamic values, religiosity, the maqasid shariah principle, and trust in government influence consumer behaviour toward halal nutraceutical products. The result indicated that all four factors significantly affect the consumers’ behaviour, where trust in the government was the most substantial predictive factor. This study was expected to improve halal awareness among Muslim consumers while encouraging the government to strengthen the Halal industry to protect the welfare of Muslim consumers in Malaysia.

The Use of Islamic Attribute in Food Product Marketing: Expert Views

The vast number of Muslim consumers in Malaysia, which accounts for 63.5% of the total Malaysian population, offers a vast market segment to food producers—the food producers employ various marketing strategies to compete in the market. Among the strategies employed is the use of Islamic attributes in marketing activities. Food product marketers used Islamic attributes such as Muslim names, pictures, emblems, Quranic verses, and Hadith in their marketing campaigns. The free use of the Islamic attributes has drawn attention to knowing the Islamic perspective of the use. Through in-depth interviews, this research paper aimed to reveal the views of 7 Shariah experts in a rich and contextualized account of using Islamic attributes in food product marketing. The experts were selected through purposive and snowball sampling methods. Thematic analysis was used to analyze the data, which resulted in the emergence of six themes in this study. These themes include (1) protection of Islamic honor and dignity, (2) prohibition of using Islam for personal gain, (3) prohibition of unjust practices, (4) prohibition of superstitious or syirik acts, (5) promotion of good business practices, and (6) promotion of a healthy diet, revealing the Islamic perspective on its use. This study contributes knowledge to Islamic marketing and the rulings on using Islamic attributes according to the Shariah principle. This research sheds light on the ethical implications of using Islamic attributes in scholarly and marketing domains. Further, this research explores the triangulation method of data analysis and validity via Shariah and socio-research.

Extending the Theory of Planned Behavior to Examine Factors Influencing Intention to Purchase Halal Chocolate Among Malaysian Muslims

Manuscript type: Research paper Research aims: The purpose of this study is to examine factors influencing intention to purchase halal chocolate among Muslim consumers in Malaysia by extending the classical Theory of Planned Behaviour (TPB). This study specifically investigates the influence of attitude, subjective norms, perceived behavioural control, halal knowledge, habit, and religiosity on the intention to purchase halal chocolate. Design/Methodology/Approach: A total of 252 valid responses were obtained through convenience sampling and analysed using SmartPLS 4.0. Research findings: The results indicate that attitude, subjective norms, and religiosity are the factors that influence purchase intention for halal chocolate, while perceived behavioural control, halal knowledge, and habit do not. Subjective norms have the strongest influence on purchase intention for halal chocolate, followed by attitude. Theoretical contribution/Originality: The findings contribute to the growing literature on halal food and consumer behaviour. In particular, the study provides empirical evidence on the importance of attitudes, subjective norms, and religiosity in influencing purchase intentions for halal chocolate. Practitioner/Policy implications: This study could serve as a basis for halal chocolate manufacturers, retailers, exporters, and importers to better understand Malaysian Muslim customers and the factors that drive them to purchase halal chocolate. Furthermore, the government and related agencies, such as the Malaysian Cocoa Board (MCB), could devise strategies to re-establish and strengthen the country’s cocoa industry, allowing Malaysia to reclaim its position as the world’s leading cocoa producer. Research limitation/Implication: This study includes six variables that influence halal chocolate purchase intention. Future studies could include other internal and external factors influencing purchase intention, such as the role of the halal certification logo

Muslims’ Motivation To Patronize Wasiyyah (Islamic Will) Services: Does religiosity Acts As a Moderator In The Relationships?

Frozen assets in the country may be alleviated via wasiyyah services, which has long been considered a possible solution in Malaysia. However, despite the relevance of wasiyyah services in Malaysia, the penetration rate remains low. Self-determination and satisfaction in patronizing wasiyyah services are the focus of this research. There was also an investigation into how religiosity moderates the relationship between self-determination and satisfaction. The research framework consists of 8 hypotheses that predict four direct relationships and four moderation effects. The model used the principle of self-determination to explain the relationships. This research focuses on Muslim consumers in Malaysia who have already patronized wasiyyahservices. The data was gathered using an online survey, and 180 valid data were used to validate the study model. Data analysis was conducted using SPSS v27 and SmartPLS 4.0. The results stated that SDT constructs which are autonomy and relatedness have significant and positive and influence over satisfaction in patronizing wasiyyah services. However, competence did not have positive and significant influence over satisfaction. Furthermore, no moderation effect of religiosity could be found in this study. Findings suggest that religiosity has not moderated the relationship between SDT constructs and satisfaction. It is intended that this research can provide insights for industry players to enhance and develop sustainable marketing strategies to entice more Muslims to utilize the wasiyyah services, which might ultimately help in resolving the frozen asset problems.

EXPLAINING PURCHASE INTENTIONS AND ONLINE SHOPPING BEHAVIOUR AMONG YOUNG MALAYSIAN MUSLIM CONSUMERS

The commercialisation of the Internet in 1991 ushered in the era of e-commerce, in which online shopping plays an increasingly important role. Despite this, Malaysian online shopping has grown slowly, with the COVID-19 pandemic being the catalyst. Since then, Malaysians have become increasingly reliant on the internet and the proliferation of smarter, more powerful devices to shop for goods and services. As online shopping becomes more popular and has become the norm, the question arises as to what factors influence Malaysians' online shopping intentions and behaviour. The objective of the proposed study is to investigate the online shopping intentions and behaviour of young Muslim consumers in Malaysia. By using the Theory of Reasoned Action (TRA) as the underlying theory, this study will extend the variables to include new variables such as trustworthiness, security and safety, loyalty, and marketing information that influence online shopping intentions. In addition, consumer intentions that influence behaviour will also be investigated. This study is expected to contribute to theory while highlighting practical implications for academics and practitioners in the fields of marketing, consumer behaviour, and online shopping.

Ramadhan street food bazaar shopping: investigating the effect of Malaysian Muslim consumer’s visual sensory cues on purchase behaviour and satisfaction

PurposeThere is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.Design/methodology/approachThis study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.FindingsThe findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.Practical implicationsThe result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.Originality/valuePaying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.

The viability of Islamic estate planning in Malaysian Muslim market: A bibliometric analysis indexed by Scopus from 2015 to 2021

The growing number of published articles indexed in a database such as Scopus suggests the increasing number of high-quality research and current interests that are relevant to a particular discourse. However, bibliometric studies identified that the pattern of journal articles published on Islamic estate planning in relation to Malaysian Muslim market in the Scopus database are still limited and given less attention. Therefore, this study seeks to identify the pattern of the published articles that have been indexed by Scopus specifically on Islamic estate planning instruments such as waqf, takaful, Islamic inheritance (farāid), gifts, trust, and will. This article is based on bibliometric analysis and focuses on all Islamic estate planning instruments in Islam. The data obtained from the Scopus database are then analysed thematically using ATLAS.ti 8 and VOSviewer software. The bibliometric analysis found 397 publications from Malaysia, which encompass articles, proceedings, book chapters, and book series. Nonetheless, there are only 324 relevant articles that had been analysed to establish the theme of the study. Meanwhile, the waqf instrument has become the most popular topic debated among researchers from Malaysia. All the articles are obtained from the Scopus database only by using keywords related to the instruments of Islamic estate planning. This study only focuses on Malaysian affiliates for 7 years, from 2015 to 2021. Therefore, more studies need to be done with any other indexing and high-quality research databases such as Web of Science (WoS) and related Islamic estate planning and marketing articles to achieve a better and more comprehensive analysis of research publications. In conclusion, this study provides a better information thematically through the frequency of publication by instruments, frequency of publication year, number of authors, language, publication format, list of journals, affiliation, and types of collaboration. This guideline is useful for researchers carrying out research on Islamic estate planning in the realm of Islamic marketing indexed in Scopus. In fact, the important result of this study will provide insightful bibliometric analysis and assist in identifying current interest in Islamic estate planning instruments with special reference to the Malaysian Muslim consumers' context.

Cross‐national consumer research using structural topic modelling: Consumers' approach‐avoidance behaviours

AbstractThis study introduces structural topic modelling (STM), a sophisticated unsupervised machine‐learning algorithm for text analysis, to compare Indonesian and Malaysian Muslim consumers' approach‐avoidance behaviours toward Korean beauty products using social media data. The STM results revealed 16 topics for each country, including new common themes belonging to K‐beauty culture and wannabe Korean skin. Intriguing differences were also observed between these countries. Korea‐related constructs, such as Korea's image and wannabe Korean skin, were approach factors for only Indonesians. Korean cosmetic brand‐specific topics were extracted for only Malaysians and were significantly associated with their behavioural responses. Unsuitable Korean beauty products and domestic product preferences were avoidance factors for Indonesians, but new product risks and conflicts between Muslim and Korean cultures for Malaysians. We demonstrate that STM is a helpful tool in cross‐national research for corroborating and extending the existing theoretical frameworks. The practical implications are also provided for global marketers.

Muslim Consumers Behaviour Through ‘Buy Muslim First (BMF) Vs. ‘Buy Halal First’ (BHF) Campaign in Malaysia

The advertisement of products and services whether locally or globally attract consumers and persuade their buying decisions. Muslim consumers in Malaysia make half of the buying power that contributes to the nation’s economy. The buying decision of Muslim consumers shows the highest rating for products that have received halal certification from the Department of Islamic Development Malaysia (JAKIM). In 2018, a ‘Buy Muslim First’ campaign was launched; however, it was misinterpreted as an agenda to boycott the non-Muslim products. The actual purpose of the campaign is to foster the sustainability of entry-level Muslim products in the small-scale industries. Meanwhile the ‘Buy Halal First’ campaign has long been enforced in Malaysia, which allows products manufactured, including by the non-Muslims, to obtain the halal logo. In an Islamic nation such as Malaysia, the halal logo is issued by authoritative institutions that are appointed by the Government such as JAKIM. These authoritative institutions are responsible to ensure that Muslim consumers have options of products which are compliant to the requirements of Islamic rulings even though the products are made by non-Muslim manufacturers. Hence, this article discusses the Muslim consumers’ needs based on the BMF and BHF marketing campaigns.

THE ACCEPTANCE OF DIGITAL FINANCE (DiFi) AMONG MUSLIM CONSUMERS IN MALAYSIA

Digital Finance (DiFi) is a promising way of promoting inclusive finance. The internet plays a significant role in promoting advancement in the financial industry, especially digital finance. There are many benefits digital finance could offer, such as greater financial inclusion, expansion of financial services, affordability, security, and convenience. Although there is an increasing number of digital finance adopters in recent years, the acceptance has not been impressive in rural areas. Many consumers in rural areas still seriously suffer from digital finance exclusion. The purpose of this study is to explore and understand the Muslim consumers' intention to use digital finance by extending the Technology Acceptance Model (TAM) with Perceived Credibility and Subjective Norm. A secondary methodology is used for this study through library research by reviewing the concepts of digital finance adoption. This conceptual paper provides an understanding of the acceptance of DiFi among Muslim consumers in Malaysia. The conceptual model of this study could contribute to researchers keen on investigating the adoption of DiFi relating to Muslim consumers. The factors presented in this study are limited. Future research should consider more measures of digital finance adoption. This paper is one of the very few attempts that examined the acceptance of digital finance among Muslim consumers in Malaysia.

Malaysian Muslim consumers’ awareness, confidence, and purchase behaviour on halal meat and its products after the meat cartel scandal

Many issues of halal food fraud involved the misuse of halal logo and certificate, mislabeling of products, and adulteration of halal products with non-halal ingredients. The sensitivity concern pertaining to halal meat and its products, particularly regarding the incident of the meat cartel scandal that happened in Malaysia had impacted consumers’ trust and confidence, particularly among the Muslim communities. This research aimed to assess the degree of confidence and purchase behaviour among Muslim consumers on halal meat and its products following the issue of the imported meat cartel scandal. The extent of consumer awareness of the issue was also asked. The survey was performed among 1,045 Muslim consumers via a structured questionnaire to measure their awareness, confidence and purchase behaviour on halal meat and its products. The results highlighted that the issue had affected the Muslim consumers’ perception of their confidence and purchasing behaviour majorly on imported meat and meat products. In addition, the confidence and purchasing trend of consumers has also reduced towards meat products other than the Department of Islamic Development Malaysia (JAKIM) certified halal logo. Overall, the concern on the issue has impacted Muslim consumers’ behaviours towards halal meat and its products which demanded more serious attention and action to assure the halal integrity of the products.

Consuming Halal Products: The Dynamics of Trustworthiness, Self-Efficacy and Purchase Intention

This study aims to investigate the factors that affect the purchasing intention of halal products among Malaysian Muslim consumers in East Malaysia. In specific, this study will examine the relationship between trustworthiness, self- efficacy, attitude, subjective norm, perceived behavior control, and purchase intention. Data of this study were collected from 142 consumers from East Malaysia who consume Halal products by using an online questionnaire survey. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This study found that the intention to purchase halal products was influenced by attitude, subjective norm, and perceived behavioral control. Besides, it was found that determinants such as self-efficacy, and trustworthiness have a significant positive impact on attitude, subjective norm, and perceived behavioral control. This study helps marketers and producer to understand the factors that influence East Malaysia consumers to purchase Halal products. Hence, the findings will enhance the marketing strategy on any promotional material that relates to Halal products according to appropriate Halal guidelines.

Modelling Muslims’ revisit intention of non-halal certified restaurants in Malaysia

PurposeThe purpose of this paper is to extend the theory of planned behaviour (TPB) to identify the factors influencing Muslim customers’ intention to revisit non-halal certified restaurants.Design/methodology/approachA purposive sampling method was applied. Self-administered survey questionnaires were distributed around shopping malls in Kuala Lumpur, Putrajaya, the Northern region and the East Coast of Malaysia. From 601 questionnaires collected, only 578 questionnaires were satisfactory. SMART-PLS 3.3.2. was used to analyse the data for this study using a structural equation modelling approach.FindingsThe findings confirmed that price fairness and food quality positively influenced attitude perceived behavioural control and food quality affecting the customers’ intention to revisit non-halal certified restaurants. Subjective norm was found to be an insignificant factor towards revisit intention. In addition, the attitude was found to mediate the relationship between price fairness and revisit intention and between food quality and revisit intention. Trust was highlighted as moderating the relationship between attitude and revisit intention.Practical implicationsThe findings of this study will primarily benefit food premises, whether halal-certified or otherwise.Originality/valueThe study extends the TPB with food quality and price fairness to identify the factors of revisit intention for the non-halal certified restaurant among Muslim consumers in Malaysia. The study shows the mediating effects of attitude for the relationship between food quality and price fairness towards revisit intention. On top of that, the study also included the moderating effect of trust on the TPB. The findings also enrich the literature on the non-halal certified context.

Investigating Knowledge as a Possible Predictor of Purchase Intention among Muslims in Malaysia for Life Insurance and Takaful

This study investigates the purchase intention of Muslim consumers in Malaysia towards life insurance and Takaful. It focuses on the relationships between attitude, social norms, perceived behavioural control and knowledge on purchase intention. The Theory of Planned Behaviour is utilized as the basis of the framework to examine the key determinants that would encourage Muslims to purchase life insurance and Takaful. Data was analyzed using Partial Least Squares. A total of 316 questionnaires was obtained from a distribution of 580 questionnaires in the Klang Valley. The study found that attitude, social norms, and perceived behavioural control are predictors of intention to purchase life insurance and Takaful. However, knowledge was not a significant predictor influencing Muslims to purchase life insurance and Takaful. The findings downplay the role of knowledge of unsought goods like life insurance and Takaful on the purchase intention among Muslims.

To pay or not to pay: Measuring the effect of religiosity in the ABC theory

This study identifies the role of religiosity in the willingness to pay for halal transportation among Muslim consumers in Malaysia by applying the ABC theory. Applying a purposive sampling method, data were gathered from questionnaires distributed to Muslim consumers at malls in Kuala Lumpur and Putrajaya. From 250 Muslims who were approached, 200 respondents agreed to answer the questionnaire. SMART-PLS 3.3.2. was used to analyse the data for this study using a Structural Equation Modelling (SEM) approach. Out of six direct hypotheses tested, five hypotheses were found supported. From four hypotheses on mediation, only one was found as unsupported. Religiosity was found to have a moderation effect between knowledge and the WTP for halal transportation. The findings provide useful information on the WTP for halal transportation. Related parties such as governments, halal transport service providers and customers can use these findings to plan further actions in order to enhance the WTP for halal transportation. The study reveals the capability of the ABC theory to identify the factors of the WTP for halal transportation among Muslim consumers in Malaysia. The findings also show the moderation effects of religiosity on the WTP for halal transportation. The study also incorporates awareness as a mediator and as a sequential mediator within the model. The findings also enrich the literature on the WTP in halal studies.

Muslim Female Healthcare Personnel Dress Code: A Proposed Guideline

Introduction: The struggle of Muslim women to comply with Islamic teaching while working in the healthcare sector has been a long-standing issue. Following the case of a Muslim nurse who was allegedly fired for non-adherence to the short-sleeve uniform rule, the Malaysian Muslim Consumers Association highlighted the need for a uniform guideline to prevent similar instances. Yet, no guideline has been issued to date. Materials and Methods: This conceptual study employed library research method to gather relevant materials. Library research was able to retrieve guidelines from seven Muslim-minority countries but none from Muslim-majority countries. Document analysis of the materials gathered was undertaken. The different guidelines were compared, with special reference to awrah-related issues. Results: Several major issues that healthcare personnel dress code considers are the safety, health, cleanliness, and comfort for both patients and healthcare personnel. Islamic dressing requirement is not only in line with clinical practice but Islam also highly promotes maintenance of safety, health, cleanliness, and comfort. The widely adopted ‘bare below the elbows (BBE) policy is the only practice that may contradict Islamic rules. However, some healthcare institutions in Muslim-minority countries allow modifications of uniform rules on religious grounds; some of the modifications are not observed in Muslim-majority countries. When providing direct patient care that requires BBE, the use of disposable over-sleeves is a good alternative to adhere to both clinical and Islamic standards. Conclusion: Healthcare personnel dress code policy that is concordant to both clinical and Islamic standards is possible although it may require greater resources.

Mediated and moderated model of the willingness to pay for halal transportation

PurposeThis paper aims to identify the factors of willingness to pay for halal transportation among Muslim consumers in Malaysia by extending the theory of planned behaviour with knowledge and religiosity.Design/methodology/approachApplying a purposive sampling method, data were gathered from questionnaires distributed to Muslim consumers at Malls in Kuala Lumpur and Putrajaya. From 250 Muslims who were approached, 200 respondents agreed to answer the questionnaire. SMART-PLS 3.2.8. was used to analyse the data for this study using a structural equation modelling (SEM) approach.FindingsAttitude (ATT), Subjective Norm (SN) and Perceived Behavioural Control (PBC) have a positive relationship with the Willingness to Pay (WTP). However, religiosity is found as an insignificant factor towards the WTP. Knowledge and religiosity are significant predictors of the attitude. Attitude is found to have a mediating effect on the relationship between knowledge and the WTP, and for religiosity towards the WTP. Awareness moderates the positive relationship between ATT and the WTP for halal transportation services. Meanwhile, awareness is found as an insignificant moderator between SN and the WTP, and for the PBC and the WTP.Practical implicationsThe findings provide useful information on the WTP for halal transportation. Related parties such as the government, halal transport service providers and customers can use these findings to plan further action to enhance the WTP for halal transportationOriginality/valueThe study reveals the capability of the TPB to identify the factors of WTP for halal transportation among Muslim consumers in Malaysia. The findings also show the moderation effects of awareness on the TPB. The findings also enrich the literature on the WTP in halal studies

Awareness and Acceptance Of Genetic Modified Food (GMF) Among The Malaysian Consumers

The halal industry is growing vigorously to cater the Muslim consumers in Malaysia. The acceptance, awareness and perception towards the genetic modified food (GMF) is still insufficient to fulfil the Malaysian market and expectantly plays a major role in a long period. The purpose of this paper is to fill the knowledge gap to the study of GMF conducted in Malaysia. Qualitative data were collected via open-ended interview with four participants from various background namely Malaysian Agricultural Research and Development Institute (MARDI) researcher, P3, P4 and P1 by using single case and different site. All interviews were audio recorded, transcribed and analysed. Almost all participants familiar with the term genetic modified organism (GMO) or genetic modified food (GMF) which are two different entities but similar in biotechnology scope. Almost all participants were familiar with the term of genetic modified food. Since most of the participants came out with the science and biotechnology background, they perceived the GMF product but some of them did not trust of these products for various reasons. The participants agreed on the need for more information from a trusted and credible source that can easily access by the consumers. This study provides an in-depth insight into consumer’ awareness, perception and evaluation concerning the halalan toyyiban status of genetic modified food in Malaysia. The novelty of these finding could provide information for the biotechnology food industry to expand its market and develop its profitability and reliability to promo sustainable food production and consumption in the population.

Halal vaccination purchase intention

PurposeThe purpose of this study is to empirically examine the determinants of purchase intention of Halal vaccination and compare the results between Muslim consumers in Malaysia and Pakistan. It focuses on analyzing the influence of various factors on the purchase intention of Halal vaccination and determining whether the relationships are significantly different in the two Muslim-majority countries.Design/methodology/approachThe study is based on the extended theory of planned behavior and self-congruity theory. The variable of religiosity was added with the three variables of the theory of planned behavior, i.e. attitude toward Halal vaccinations, subjective norms and perceived behavioral control. It shows the congruity between Muslim consumer and Islamic brands and proposes a wider range of determinants in the framework. The study’s sample size was 378, and the respondents were Muslim consumers in Malaysia and Pakistan. Purposive sampling technique was used to extract the sample from three cities in each country. Partial least square (PLS) was used to statistically analyze the data using PLS–structural equation modeling approach. The measurement model was analyzed, and invariance of the measurement model was established. Afterward, the hypotheses were tested, and multi-group analysis was performed through Henseler’s multi-group analysis (MGA) and Permutation test.FindingsThe results indicate a lack of significant relationships between the independent variables and the purchase intention of Halal vaccination except in the case of subjective norms. This construct has a significant but inverse relationship in the case of Pakistan’s Muslim consumers, which can be attributed to the presence of consumer skepticism regarding the issue of Halal vaccination. The MGA results reveal a statistically significant difference in the influence of religiosity on purchase intention between the two countries, depicting differences in the brand–self congruity perceptions of consumers in the two countries.Research limitations/implicationsThe sample size was relatively small due to the limited time duration.Originality/valueThe area of Halal vaccination has been given limited attention in academic literature. This study addresses this area that has limited research and is greatly attractive to a large number of brands targeting the Muslim consumer market. The results of the study can form a foundation for creating the branding strategy of this product category and assessing its demand in various Muslim markets.