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Consumers’ Intention towards Halal Food in Low-Cost Airlines in Kelantan, Malaysia

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  • Zul Ariff Abdul Latiff
  • Maizatul Vanisha Masril
  • Rivitra Vintisen
  • Mardini Zahidi Baki
  • Nursalwani Muhamad

Abstract

Low cost airline is the airline that excluding many traditional passenger services and offers generally low fares in exchange. In-flight meal is one of the services that being offered in the low-cost airlines, but the passenger must pay for it. The acceptation of halal food in Malaysia is still low compared to neighbouring country. This study is aimed to identify the intention’s level of consumers and the relationship between religion and consumers intention towards Halal food in low-cost airlines. A self-administered survey was conducted using a structured questionnaire to collect data from the survey respondents. 75 respondents were involved in this study. Purposive sampling technique has been used, and the questionnaire form was designed and adapted based on the ‘TPB’ model. The data collected are entered and analysed using computerizes programmed of SPSS version 21.0. The analysis used is descriptive analysis and Chi-Square analysis. The result illustrates that consumers are mostly at the moderate level of intentions on halal food in low-cost airlines. The findings revealed that religion do have relationship with the intention toward halal food in low-cost airlines.

Suggested Citation

  • Zul Ariff Abdul Latiff & Maizatul Vanisha Masril & Rivitra Vintisen & Mardini Zahidi Baki & Nursalwani Muhamad, 2019. "Consumers’ Intention towards Halal Food in Low-Cost Airlines in Kelantan, Malaysia," Journal of Contemporary Research in Social Sciences, Learning Gate, vol. 1(4), pages 82-86.
    • Handle: RePEc:ajp:jocrss:v:1:y:2019:i:4:p:82-86:id:26
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