IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-2p3219-3230.html
   My bibliography  Save this article

Exploring Consumer Purchasing Decision towards Halal Food Products among University Students in Malaysia using 4P Marketing Mix Theory

Author

Listed:
  • Nashirah Abu Bakar

    (Islamic Business School, College of Business, Universiti Utara Malaysia, 06010 Sintok Kedah, Malaysia)

  • Sofian Rosbi

    (Faculty of Business & Communication, Universiti Malaysia Perlis, 01000 Kangar, Perlis, Malaysia)

Abstract

In the year 2018, the market revenue of global halal food amounted to approximately USD715 trillion and is forecasted to increase to USD2.04 trillion by year 2027. This value indicates the halal food industry is one of the fastest-growing food industries. Therefore, the objective of this study is to evaluate the factors that contribute to the consumer purchasing decision towards halal food products. This study used a deductive method with questionnaire instruments. There are four independent variables namely Product, Price, Place and Promotion. The underpinning theory is 4P Marketing Mix. This study adapts and modify in developing the measurement items. The sample is undergraduate students from universities in Malaysia. The purposive sampling techniques was selected in collecting data from respondents. The 200 respondents were choosing for this study. Next, the data analysis method is using structural equation model with partial least square. The result indicates all four variables exhibit significant and positive influence towards the purchasing decision of consumer towards halal food products. The contribution of this study is it will help food manufactures and retailing to develop and provide more customer-oriented halal food products. In addition, this study adds more contribution towards body of knowledge in halal marketing.

Suggested Citation

  • Nashirah Abu Bakar & Sofian Rosbi, 2025. "Exploring Consumer Purchasing Decision towards Halal Food Products among University Students in Malaysia using 4P Marketing Mix Theory," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(2), pages 3219-3230, February.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:3219-3230
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-2/3219-3230.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/exploring-consumer-purchasing-decision-towards-halal-food-products-among-university-students-in-malaysia-using-4p-marketing-mix-theory/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mohamed Syazwan Ab Talib & Siti Salwa Md. Sawari & Abu Bakar Abdul Hamid & Thoo Ai Chin, 2016. "Emerging Halal food market: an Institutional Theory of Halal certificate implementation," Management Research Review, Emerald Group Publishing Limited, vol. 39(9), pages 987-997, September.
    2. Mohamed Syazwan Ab Talib & Siti Salwa Md. Sawari & Abu Bakar Abdul Hamid & Thoo Ai Chin, 2016. "Emerging Halal food market: an Institutional Theory of Halal certificate implementation," Management Research Review, Emerald Group Publishing Limited, vol. 39(9), pages 987-997, September.
    3. Mohamed Syazwan Ab Talib & Siti Salwa Md. Sawari & Abu Bakar Abdul Hamid & Thoo Ai Chin, 2016. "Emerging Halal food market: an Institutional Theory of Halal certificate implementation," Management Research Review, Emerald Group Publishing Limited, vol. 39(9), pages 987-997, September.
    4. Yasmin Kamall Khan* & Laila Mohammad Kamaruddin, 2018. "The Longitudinal Impact of Intellectual Capital on Innovation Performance in SMEs," The Journal of Social Sciences Research, Academic Research Publishing Group, pages 207-213:2.
    5. Dash, Ganesh & Paul, Justin, 2021. "CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    6. Norafni Farlina Rahim & Syahidawati Shahwan, 2013. "Awareness and Perception of Muslim Consumers on Non-Food Halal Product," Journal of Social and Development Sciences, AMH International, vol. 4(10), pages 478-487.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abbate, Stefano & Centobelli, Piera & Cerchione, Roberto, 2023. "From Fast to Slow: An Exploratory Analysis of Circular Business Models in the Italian Apparel Industry," International Journal of Production Economics, Elsevier, vol. 260(C).
    2. S. M. Misbauddin & Mohammad Jahangir Alam & Chitra Lekha Karmaker & Md. Noor Un Nabi & Md. Mahedi Hasan, 2023. "Exploring the Antecedents of Supply Chain Viability in a Pandemic Context: An Empirical Study on the Commercial Flower Supply Chain of an Emerging Economy," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    3. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    4. Miaomei Guo & Weilun Huang, 2023. "Consumer Willingness to Recycle The Wasted Batteries of Electric Vehicles in the Era of Circular Economy," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    5. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Andi Amran Asriadi & Muslim Salam & Rahmawaty Andi Nadja & Letty Fudjaja & Didi Rukmana & Muhammad Hatta Jamil & Muhammad Arsyad & Rahmadanih & Rafiqah Maulidiyah, 2024. "Determinants of Farmer Participation and Development of Shallot Farming in Search of Effective Farm Management Practices: Evidence Grounded in Structural Equation Modeling Results," Sustainability, MDPI, vol. 16(15), pages 1-30, July.
    8. Sangryeong Lee & Soo-Kyoung Lee & Jin-Woo Park, 2024. "The Effect of Service Quality and Sustainability Practices on Brand Equity: The Case of Korean Air Passengers," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    9. Chopdar, Prasanta Kr & Paul, Justin & Prodanova, Jana, 2022. "Mobile shoppers’ response to Covid-19 phobia, pessimism and smartphone addiction: Does social influence matter?," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    10. Hongyi Sun & Bingqian Zhang & Wenbin Ni, 2022. "A Hybrid Model Based on SEM and Fuzzy TOPSIS for Supplier Selection," Mathematics, MDPI, vol. 10(19), pages 1-19, September.
    11. Aslı Ersoy & Zahid Mahmood & Shahbaz Sharif & Nazlı Ersoy & Rüya Ehtiyar, 2023. "Exploring the Associations between Social Support, Perceived Uncertainty, Job Stress, and Emotional Exhaustion during the COVID-19 Crisis," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    12. Ardvin Kester S. Ong & Josephine D. German & Anak Agung Ngurah Perwira Redi & Lara Nicole Z. Cordova & Franscine Althea B. Longanilla & Neallo L. Caprecho & Rocksel Andry V. Javier, 2023. "Antecedents of Behavioral Intentions for Purchasing Hybrid Cars Using Sustainability Theory of Planned Behavior Integrated with UTAUT2," Sustainability, MDPI, vol. 15(9), pages 1-24, May.
    13. Patricia Lippitt & Nadine Itani & John F. O’Connell & David Warnock-Smith & Marina Efthymiou, 2023. "Investigating Airline Service Quality from a Business Traveller Perspective through the Integration of the Kano Model and Importance–Satisfaction Analysis," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    14. Dogra, Nikhil & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh & Paul, Justin, 2023. "Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    15. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    16. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    17. Alfiero, Simona & Battisti, Enrico & Ηadjielias, Elias, 2022. "Black box technology, usage-based insurance, and prediction of purchase behavior: Evidence from the auto insurance sector," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    18. Fosso Wamba, Samuel & Queiroz, Maciel M. & Trinchera, Laura, 2024. "The role of artificial intelligence-enabled dynamic capability on environmental performance: The mediation effect of a data-driven culture in France and the USA," International Journal of Production Economics, Elsevier, vol. 268(C).
    19. Maiara N Cardoso & Rogerio T O Lacerda & Michel Becker, 2022. "Collaborative Consumption and Institutional Theory: Bibliometric Analysis of Scientific Production from 2011 to 2021," International Business Research, Canadian Center of Science and Education, vol. 15(12), pages 1-86, December.
    20. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-2:p:3219-3230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.