A Research on The Attitude and Purchasing Behavior of Muslim Consumers Towards Products with Halal Logo in Another Muslim Country

Abstract

Consumers living in Muslim countries often do not pay attention to the halal logo as they think that the products in their own countries meet the halal requirements. However, Muslim consumers are extremely sensitive about buying halal products when they go to a non-Muslim country. In this study, it is aimed to investigate the attitudes and behaviors of Muslim consumers, who have a limited field of study in the literature, towards products with halal logo when they travel to another Muslim country. For this purpose, halal logo knowledge and awareness as well as the attitudes and buying behaviors of halal logo products of Muslim international students coming to Turkey, a Muslim country, for university education were examined. The research model developed for this purpose is based on the knowledge, attitude, practice (KAP) model. In the sample of Karabük University, data were collected from 396 international students using the convenience sampling method through an online survey. The obtained data were analyzed using structural equation modeling (SEM). As a result of the analysis, while halal logo knowledge had a significant and positive effect on halal logo awareness and attitude towards halal logo product, no significant effect was found on halal logo product buying behavior. On the other hand, it was seen that halal logo awareness has a significant and positive effect on the attitude towards the halal logo product and the buy behavior of it. In addition, it was found that the attitude towards the product with the halal logo has a significant and positive effect on the buying behavior of the product with the halal logo. As a result, foreign Muslim students studying in Turkey do not feel the need to pay attention to the halal logo of the products when buying, since they think that all products in Turkey are halal.