Title: Evaluation of consumer purchase intention towards halal endorsed products in Pakistan

Authors: Mubbsher Munawar Khan; Kanza Iqbal; Muhammad Wasim Azam

Addresses: Hailey College of Banking and Finance, University of the Punjab, 1-Crust Road, Opposite University Ground, Lahore, 54000, Pakistan ' Institute of Business Administration, University of the Punjab, Lahore, Pakistan ' Hospitality Division-Hashoo Group, Lahore, Pakistan

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.

Keywords: attitude; buying behaviour; halal; societal perceptions.

DOI: 10.1504/IJIMB.2020.114393

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.4, pp.280 - 287

Received: 03 Sep 2020
Accepted: 19 Sep 2020
Published online: 20 Apr 2021 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article