Evaluation of consumer purchase intention towards halal endorsed products in Pakistan Online publication date: Tue, 20-Apr-2021
by Mubbsher Munawar Khan; Kanza Iqbal; Muhammad Wasim Azam
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 5, No. 4, 2020
Abstract: This study is aimed at investigating the buying behaviour of Muslim consumers towards halal and matching it with the halal options available. To conduct this study, data were collected in two phases. Data were collected from consumers of fast-moving goods, to assess their perceptions towards halal and its impact on their buying behaviour. The second phase comprises in-depth unstructured interviews from the management of a local regulatory body to explore the halal options available in the market. The results of the quantitative analysis indicated that both positive attitude and societal perceptions towards halal have a positive and significant impact on halal buying behaviour. Detailed interviews with the management of the regulatory body confirmed that the available options are in line with customer demands. The findings of this study provide significant managerial insights that might help policymakers while establishing laws for halal products.
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