Exploring determinants of consumer purchase intention of halal labelled food: marketing from the Islamic perspective
by Faheem Gul Gilal; Aamir Ali Gopang; Rukhsana Gul Gilal; Naeem Gul Gilal
International Journal of Technology, Policy and Management (IJTPM), Vol. 22, No. 4, 2022

Abstract: Drawing from self-determination theory and the theory of planned behaviour, the present study aims to explore the effect of attitude, subjective norms, perceived behavioural control, intrinsic motivation, extrinsic motivation, and amotivation on purchase intention of halal labelled food. To this end, we recruited N = 309 foreign students studying in China and the proposed relationships were tested using an exploratory factor, analysis, and standard multiple, regression analysis in SPSS 24.0. Results suggest that when attitude, subjective norms, perceived behavioural control, intrinsic motivation, extrinsic motivation, and amotivation were assessed, the subjective norm was found to have the greatest effect on the purchase intention of halal labelled food, followed by extrinsic motivation and attitude. Customers' perceived behavioural control, intrinsic motivation, and amotivation had a trivial effect on the purchasing intention of halal labelled food. Finally, the implication for research, policy, and future research avenues are discussed in great detail.

Online publication date: Thu, 13-Oct-2022

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