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Salient Beliefs Elicitation on Intention to Consume Halal Products Amongst Muslim Urban Millennials (MUMs): The Way Forward for Sustainability in the Halal Industry

In: Industry Forward and Technology Transformation in Business and Entrepreneurship

Author

Listed:
  • Purnomo M Antara

    (Universiti Teknologi MARA (UiTM))

  • Rosidah Musa

    (City University)

Abstract

The halal industry is becoming a competitive economy. The Tajdid lifestyle behaviour adopted by young Muslims through the consumption of halal products contributes to increasing trends in the halal economy. Understanding the Muslim Urban Millennials’ (MUMs) behaviour could help halal businesses design an effective communication strategy to sustain the market. However, the salient beliefs that form attitudes, perceived norms, and self-efficacy amongst MUMs towards halal product consumption remain vague to date. In bridging this gap, this study aims to identify a set of MUMs’ salient beliefs towards halal product consumption using the Integrative Model of Behavioural Prediction (IMBP). This paper used eight open-ended questions to identify the salient outcomes, normative, and efficacy beliefs. A systematic survey using an online web-based questionnaire was employed and participated by 87 MUMs using purposive and snowball sampling. The results showed that 1096 beliefs were elicited. A line-by-line analysis was conducted to code and categorise the beliefs into appropriate themes. The final set of salient beliefs was determined using the trade-off approach and integrated into the IMBP construct as the proposed conceptual framework. The final set of salient beliefs was suggested in developing the IMBP questionnaire on halal product consumption amongst MUMs. The results suggest that businesses or marketing managers should create effective marketing campaign strategies and design interventions that can change or reinforce the behaviour of MUMs towards halal products. This study also offered essential theoretical insight into the elicitation of salient beliefs using the IMBP approach.

Suggested Citation

  • Purnomo M Antara & Rosidah Musa, 2023. "Salient Beliefs Elicitation on Intention to Consume Halal Products Amongst Muslim Urban Millennials (MUMs): The Way Forward for Sustainability in the Halal Industry," Springer Books, in: Mohd Nor Hakimin Yusoff (ed.), Industry Forward and Technology Transformation in Business and Entrepreneurship, pages 515-529, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-2337-3_44
    DOI: 10.1007/978-981-99-2337-3_44
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