Title: The antecedents of acceptance of halal food among non-Muslims in Ghana using the theory of planned behaviour and value-belief-norm theory

Authors: Edward Markwei Martey

Addresses: Marketing Department, Koforidua Technical University, Koforidua, Ghana

Abstract: This paper aims to examine the antecedents of acceptance of halal food among non-Muslims in Ghana using the extended theory of planned behaviour. The study employed a judgmental sampling method to collect primary responses from customers of halal food. Questionnaires were designed based on the constructs of TPB and VEN and were distributed to 463 respondents. The gathered data were analysed using partial least squares structural equation modelling to test the hypotheses developed through literature review. The results of the data analysis indicate that only trust in halal food moderated the relationship between personal value and acceptance of halal food. This research incorporated environmental beliefs, personal norms, personal values, and pro-environmental attitude as moderating variables on the constructs of TPB, with a specific focus on non-Muslims in Ghana.

Keywords: halal food; HLF; acceptance; trust; availability; personal value; Ghana.

DOI: 10.1504/IJPM.2025.147498

International Journal of Procurement Management, 2025 Vol.23 No.4, pp.554 - 579

Received: 22 May 2024
Accepted: 06 Jun 2024
Published online: 18 Jul 2025 *

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