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

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  • 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
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    References listed on IDEAS

    as
    1. 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.
    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. 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.
    6. 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).
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