Authors: Muhsina Jannat; Md. Monirul Islam
Addresses: Apparels Institute of Fashion and Technology, Uttara, Dhaka, Bangladesh ' Department of Business Administration, Shahjalal University of Science and Technology, Sylhet, Bangladesh
Abstract: The purpose of this study is to identify different factors affecting consumers' purchase intention (PI) towards certified Halal food products in Bangladesh. A structured questionnaire was used to collect responses from consumers. Data were collected from 300 respondents using the conveniencesampling method. After assuring the reliability and validity of scale items, structural equation modelling (SEM) was performed to test the model. Study revealed that perceived behavioural control (PBC) and consumer perception (CP) are important factors to explain the purchase intention of Bangladeshi consumers. The model proposed by this study showing the factors influencing purchase intention towards Halal foods will give the marketers an indication of which factors they should consider. Ideally, this study is important because of its contribution towards an insight on how consumers are becoming more conscious about certified Halal foods.
Keywords: purchase intention; Halal food; Halal certification; theory of planned behaviour; TPB; structural equation modelling; SEM; Bangladesh.
International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.3/4, pp.228 - 248
Received: 10 Oct 2019
Accepted: 13 Jan 2020
Published online: 28 Apr 2020 *