Article: Halal food consumption intention: a dual theoretical approach in a non-Muslim context in Ghana Journal: International Journal of Islamic Marketing and Branding (IJIMB) 2024 Vol.6 No.2 pp.95 - 116 Abstract: The consumption of Halal foods is a sensitive concern for scholars, businesses, and the food industry. This study aims to expand the theory of planned behaviour (TPB) regarding Halal food by introducing two additional constructs, tested with Muslims in a non-Islamic state. This research employs a dual-theoretical approach, integrating TPB and the theory of optimism and pessimism (TOP), utilising convenience sampling to collect data from 437 Muslim consumers of Halal food in a non-Islamic country. Structural equation modelling is employed as a statistical tool to examine both direct and interaction effects of the proposed paths. The study reveals that attitude towards Halal, knowledge, and subjective norms significantly predict Halal food purchase intentions. While the impact of perceived behavioural control on the purchase intention of Halal food is insignificant, further analysis demonstrates that the Halal sense of safety and trustworthiness of information significantly moderate these relationships. This study offers valuable insights into the factors contributing to Halal food consumption in a non-Islamic country, offering relevance to businesses and industry practitioners. This research adds to the literature by merging TPB and TOP theories, advancing the realm of Halal marketing studies and enhancing the novelty of this investigation. Inderscience Publishers - linking academia, business and industry through research

Title: Halal food consumption intention: a dual theoretical approach in a non-Muslim context in Ghana

Authors: Edward Markwei Martey

Addresses: Marketing Department, Koforidua Technical University, Koforidua-Nsutam Rd., Koforidua, Ghana

Abstract: The consumption of Halal foods is a sensitive concern for scholars, businesses, and the food industry. This study aims to expand the theory of planned behaviour (TPB) regarding Halal food by introducing two additional constructs, tested with Muslims in a non-Islamic state. This research employs a dual-theoretical approach, integrating TPB and the theory of optimism and pessimism (TOP), utilising convenience sampling to collect data from 437 Muslim consumers of Halal food in a non-Islamic country. Structural equation modelling is employed as a statistical tool to examine both direct and interaction effects of the proposed paths. The study reveals that attitude towards Halal, knowledge, and subjective norms significantly predict Halal food purchase intentions. While the impact of perceived behavioural control on the purchase intention of Halal food is insignificant, further analysis demonstrates that the Halal sense of safety and trustworthiness of information significantly moderate these relationships. This study offers valuable insights into the factors contributing to Halal food consumption in a non-Islamic country, offering relevance to businesses and industry practitioners. This research adds to the literature by merging TPB and TOP theories, advancing the realm of Halal marketing studies and enhancing the novelty of this investigation.

Keywords: subjective norms; perceived behavioural control; PBC; attitude; knowledge; sense of safety; trustworthiness; Halal food; Ghana.

DOI: 10.1504/IJIMB.2024.141980

International Journal of Islamic Marketing and Branding, 2024 Vol.6 No.2, pp.95 - 116

Received: 23 Nov 2023
Accepted: 13 Mar 2024
Published online: 04 Oct 2024 *

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Title: Halal food consumption intention: a dual theoretical approach in a non-Muslim context in Ghana

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