Title: Factors affecting halal food purchasing by non-Muslims in a multicultural society: a case study in Singapore

Authors: Nurhafihz Noor; Prasad A.K. Don; John Cassidy

Addresses: Singapore ' Aldersgate College (Universidad Aldersgate), Solano, 3709 Nueva Vizcaya, Philippines ' University College Dublin, Belfield, Dublin 4, Ireland

Abstract: The study investigates the factors that determine the likelihood of purchasing halal food by non-Muslim consumers who constitute a majority in a multi-cultural society in Singapore. The study adapted the theory of planned behaviour as a conceptual framework with the addition of awareness as an independent variable. Data was collected through self-administered questionnaires and analysed by means of multiple regression. Results from the study indicate that a positive attitude towards halal and the presence of subjective norms for halal food purchasing predict the intention to consume halal food amongst non-Muslims in Singapore. The perceived ability to purchase halal food and awareness towards halal food are not found to significantly influence halal food consumption by non-Muslims. This study is one of the first researching on halal food purchasing behaviour by non-Muslims in Singapore and provides support for the halal industry to increase its market share to both Muslims and non-Muslims.

Keywords: buying behaviour; consumer behaviour; food products; Islam; Singapore; halal food purchasing; non-Muslims; multicultural societies; case study; religion; theory of planned behaviour; TPB; Muslim; religious values; food consumption.

DOI: 10.1504/IJIMB.2016.081315

International Journal of Islamic Marketing and Branding, 2016 Vol.1 No.4, pp.366 - 387

Received: 01 Mar 2016
Accepted: 31 May 2016

Published online: 04 Jan 2017 *

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