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Predicting intention to choose halal products using theory of reasoned action


Author Info

  • Suddin Lada
  • Geoffrey Harvey Tanakinjal
  • Hanudin Amin


Purpose – Emphasis on the importance of halal products is now growing. It is fast becoming a new market force and brand identifier and is now moving into the mainstream market, affecting and changing perception on how business should be conducted, including from a marketing point of view. The purpose of this paper is to test the applicability of the theory of reasoned action (TRA) in predicting the intention to choose halal product among Malaysian consumers. Design/methodology/approach – A structured questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 485 responses were received. Needless to say, this study extends the applicability of the TRA to study halal product usage among consumers in Malaysia. Findings – The findings indicated that the TRA is a valid model in the prediction of the intention to choose halal products. Attitude (ß=0.288, p

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Bibliographic Info

Article provided by Emerald Group Publishing in its journal International Journal of Islamic and Middle Eastern Finance and Management.

Volume (Year): 2 (2009)
Issue (Month): 1 (April)
Pages: 66-76

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Handle: RePEc:eme:imefpp:v:2:y:2009:i:1:p:66-76

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Postal: Emerald Group Publishing, Howard House, Wagon Lane, Bingley, BD16 1WA, UK

Related research

Keywords: Consumer Behaviour; Food Products; Islam; Lifestyles; Malaysia; Religion;


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Cited by:
  1. Jaya Sangeetha & S. Mahalingam, 2011. "Service quality models in banking: a review," International Journal of Islamic and Middle Eastern Finance and Management, Emerald Group Publishing, vol. 4(1), pages 83-103, April.
  2. Salehudin, Imam & Luthfi, Bagus Adi, 2010. "Marketing impact of halal labeling toward Indonesian muslim consumer’s behavioral intention," MPRA Paper 54341, University Library of Munich, Germany, revised Mar 2011.
  3. Amin, Hanudin & Abdul-Rahman, Abdul-Rahim & Abdul-Razak, Dzuljastri, 2009. "Is the Theory of Planned Behaviour Valid for Islamic home financing?," MPRA Paper 43179, University Library of Munich, Germany, revised 05 Sep 2011.
  4. Salehudin, Imam, 2009. "Halal Literacy: A Concept Exploration and Measurement Validation," MPRA Paper 54339, University Library of Munich, Germany, revised Apr 2010.


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