Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention

Abstract

Purpose The purpose of this paper is to determine the factors that affect foreign consumers’ purchase intention towards purchasing halal food products in South Africa. These factors are halal awareness, halal logo and attitude, which are important factors in affecting the intention of consumers. Design/methodology/approach Data were collected via a self-questionnaire with a sample of 230 foreign consumers. For analysing these data, a structural equation modelling technique was used in this study. Findings Based on the study’s results, all factors significantly influence foreign consumers’ intention towards purchasing halal food products and, subsequently, their buying behaviour. Interestingly, the study found that attitudes and halal awareness of non-Muslim consumers are very high compared with those of the Muslim consumers. Although the study addressed halal food consumers, most of the respondents participated in the study were non-Muslims and the majority of them were Christians. Research limitations/implications The respondents were only limited to the Cape Town city in South Africa, and the focus was only on five variables related to halal food consumers, namely, halal awareness halal logo, attitude, purchase intention and buying behaviour. Social implications This study can be used to develop halal food products to attract both Muslim and non-Muslim consumers, who are foreigners to a particular country. Originality/value This study is one of the first studies seeking to determine the factors that affect foreign consumers with regard to the purchase of halal food products in South Africa. It is regarded one of the first attempts to determine halal awareness, halal logo and attitude and how purchase intention and buying behaviour can be influenced.