Influence of Halal certification on customers’ purchase intention

Abstract

The purpose of this study isto investigate the relationship between HALAL awareness, marketing and religiosity that are postulated to influence customers’ intention to purchase HALAL certified consumer products. Customers’ who visited SABASUN Hypermarket Sdn. Bhd. in Kuala Terengganu were selected as respondents. Questionnaires were used as the research instrument. The findings revealed there are positive relationship between the HALAL awareness and religiosity toward customers’ intention to purchase HALAL certified consumer products. The results also demonstrated that religiosity is the most influential factors in motivating customers’ to purchase HALAL certified products. For future study should consider demographic background as a moderating factor the can regulate the effect on factors influencing customers’ intention to purchase Halal certified consumer products.

Keywords: religiosity; halal certified; halal; customer’s intention