Title: Consumers' purchase intention of halal brand products in Bosnia and Herzegovina: extension version of the theory of planned behaviour

Authors: Adan Hodzic; Ahasanul Haque; Betania Kartika

Addresses: International Institute of Halal Research and Training (INHART), International Islamic University Malaysia (IIUM), A-13A-03 Bennington Residence, No. 1, Jalan Arena 1, Setapak, 53200 Kuala Lumpur, Malaysia ' Department of Business Administration, International Islamic University Malaysia (IIUM), 50728, Kuala Lumpur, Malaysia ' Halal Awareness, Information and Outreach, International Institute of Halal Research and Training (INHART), International Islamic University Malaysia, 50728 Kuala Lumpur, Malaysia

Abstract: This study aims to test factors associated with the planned behaviour theory, explaining the purchase intention and actual purchase behaviour of the halal-branded products in Bosnia and Herzegovina. A quantitative method is used, and cross-sectional data are collected through a self-administered questionnaire survey. A non-probability convenience sampling technique is employed with 385 respondents and the structural equation modelling (SEM) is used to analyse the data. It is found that the attitudes, trust, habit, product ingredient, religiosity, and perceived behavioural control are positively significant with the purchase intention of halal branded products. Meanwhile, both the religiosity and perceived behavioural control are positively significant with the actual purchase of halal branded products, and finally the purchase intention has a positive relationship with the actual purchase of halal branded products. However, the subjective norm has an insignificant relationship towards purchase intention. A comprehensive study on halal branded products is importantly needed to inform and explain to all stakeholders of their potentials where in this study the newly revealed factors related to the theory of planned behaviour are examined.

Keywords: halal brands; theory of planned behaviour; TPB; actual purchase behaviour; purchase intention; Bosnia and Herzegovina.

DOI: 10.1504/IJIMB.2020.114398

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.4, pp.300 - 325

Received: 17 Nov 2020
Accepted: 27 Nov 2020
Published online: 20 Apr 2021 *

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