Exploring Factors Shaping Halal Product Purchase Intention in Malaysia

The global halal market is expanding rapidly, presenting significant opportunities for economic growth. However, scholarly research on halal consumer behavior remains relatively limited. This study investigates the factors influencing consumers' intention to purchase halal products in Malaysia, employing the Theory of Planned Behavior (TPB) framework extended with the factor of religiosity. A quantitative survey was conducted among 384 respondents across Peninsular Malaysia. Using multiple regression analysis, the results show that attitude, subjective norms, and religiosity all have significant positive effects on halal purchase intention. Notably, subjective norms—the perceived social pressure to buy halal—emerged as the strongest predictor of purchase intention, followed by attitude and then religiosity. These findings underscore the critical role of social influence and personal religious commitment in shaping consumer intentions in a Muslim-majority market. The study contributes to the literature on Islamic consumer behavior by validating an extended TPB model in the halal context. Implications are discussed for marketers and policymakers seeking to promote halal products, and recommendations for future research are provided to further generalize and deepen understanding of halal purchase intentions in diverse contexts.