Determinants of Halal Product Purchase Intention: The Role of Halal Awareness, Religious Commitment, and Brand Trust
DOI:
https://doi.org/10.70095/alamwal.v18i2.24762Keywords:
Halal Awareness, Religious Commitment, Brand Trus, Purchase Intention, Halal ProductsAbstract
Introduction: This study aims to analyze the influence of halal awareness, religious commitment, and brand trust on purchase intention toward halal products.
Methods: This research employs a quantitative approach using a survey method involving Muslim consumers who have previously purchased or consumed halal products. The sampling technique used in this study is purposive sampling, with a total of 200 respondents. Data were collected through a structured questionnaire using a five-point Likert scale. The data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) to examine the relationships among the variables in the proposed research model.
Results: The results indicate that halal awareness, religious commitment, and brand trust have a positive and significant effect on purchase intention. Furthermore, brand trust is identified as the most influential factor affecting consumers' intention to purchase halal products.
Conclusion and suggestion: These findings suggest that consumers' awareness of halal principles, their commitment to religious values, and their trust in a brand play an important role in shaping halal consumption behavior. This study contributes to the development of literature in the field of consumer behavior within the halal industry and provides practical implications for businesses to enhance halal education and strengthen brand trust in order to increase consumers' purchase intention toward halal products.
References
Adha, M. A., Lestari, I., & Nahar, F. H. (2024). Brand trust and repurchase intention in halal fashion. Asian Journal of Islamic Management.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Alam, S. S., & Sayuti, N. M. (2011). Applying the theory of planned behavior in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20.
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2017). Factors affecting halal meat purchase intention. British Food Journal, 119(3), 527–541.
Ambali, A. R., & Bakar, A. N. (2014). People’s awareness on halal foods and products. Procedia – Social and Behavioral Sciences, 121, 3–25.
Ardianto, R., & Ratnawati, A. (2023). Halal awareness and religiosity on halal repurchase intention. Jurnal Ilmiah Sultan Agung.
Arfiyanti, D. (2024). Halal labeling and trust on purchasing decisions in digital marketplaces. Journal of Management and Islamic Finance.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting halal purchase intention – Evidence from Pakistan’s halal food sector. Management Research Review, 38(6), 640–660.
Aziz, Y. A., & Chok, N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention. Journal of International Food & Agribusiness Marketing, 25(1), 1–23.
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015.
Bonne, K., Vermeir, I., Bergeaud-Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption among Muslims in France. British Food Journal, 109(5), 367–386.
Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance. Journal of Marketing, 65(2), 81–93.
Delgado-Ballester, E. (2004). Applicability of a brand trust scale. European Journal of Marketing, 38(5/6), 573–592.
DinarStandard. (2023). State of the Global Islamic Economy Report.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: Evidence from UK consumers. Journal of Islamic Marketing, 9(1), 167–190.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. C. (2010). Non-Muslims’ awareness of halal principles. International Food Research Journal, 17(3), 667–674.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.
Hanzaee, K. H., & Ramezani, M. R. (2011). Intention to halal products in the world markets. Interdisciplinary Journal of Research in Business, 1(5), 1–7.
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products. Journal of Islamic Marketing, 6(1), 133–147.
Iranmanesh, M., Mirzaei, M., Hosseini, S. M., & Zailani, S. (2019). Muslims’ willingness to pay for halal food. Journal of Islamic Marketing, 10(2), 402–420.
Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of halal labeling. Journal of Islamic Marketing, 6(3), 333–352.
Khairani, N., & Sriminarti, N. (2025). The effect of brand awareness and halal labels moderated by religiosity on purchase decisions of halal cosmetic products. Amkop Management Accounting Review, 5(2), 475–479.
Khan, M. I., & Haleem, A. (2016). Understanding halal supply chain management. Journal of Islamic Marketing, 7(1), 92–110.
Lada, S., Tan, C. B., & Amin, H. (2009). Predicting intention to choose halal products using the theory of reasoned action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76.
Mukhtar, A., & Butt, M. M. (2012). Intention to choose halal products: The role of religiosity. Journal of Islamic Marketing, 3(2), 108–120.
Nora, L., & Sriminarti, N. (2023). Determinants of halal product purchase intention: The moderating role of religiosity. Journal of Consumer Sciences, 8(2), 220–233.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using the theory of planned behavior. Journal of Retailing and Consumer Services, 29, 123–134.
Rafiqi, R., Widiastuti, F., Lubis, P., & Darwisyah. (2023). Brand equity mediated by halal awareness and religiosity. Al-Risalah Journal.
Rahman, A., Asrarhaghighi, E., & Rahman, S. (2015). Consumers and halal cosmetic products. Journal of Islamic Marketing, 6(1), 148–163.
Rezai, G., Mohamed, Z., & Shamsudin, M. N. (2012). Assessment of consumers’ confidence on halal labeled products. Pertanika Journal of Social Sciences and Humanities, 20(1), 33–42.
Said, M., Hassan, F., Musa, R., & Rahman, N. (2014). Assessing consumers’ perception and religiosity on halal food products. Procedia – Social and Behavioral Sciences, 130, 120–128.
Sartika, M., & Motik, A. (2022). Halal awareness, religiosity and knowledge on consumer decisions. Maisyatuna Journal of Islamic Economics, 4(1), 1–12.
Setyowati, F. Z., & Kuswati, R. (2024). Halal awareness, religiosity, and word of mouth on halal cosmetic purchase intention. Jurnal Inovasi Pembangunan.
Shaari, J. A. N., & Arifin, N. S. (2010). Dimension of halal purchase intention: A preliminary study. International Review of Business Research Papers, 6(4), 444–456.
Teng, P. K., & Wan Jusoh, W. J. (2013). Investigating student awareness and usage intention towards halal labeled food. Procedia – Social and Behavioral Sciences, 121, 28–34.
Tieman, M. (2011). The application of halal in supply chain management. Journal of Islamic Marketing, 2(2), 186–195.
Wahyudi, D., Wulandari, D., Mahardiyanto, A., & Khaleed, S. (2023). Religiosity and awareness on halal purchasing decisions. Al-Muraqabah: Journal of Management and Sharia Business.
Wilson, J. A. J., & Liu, J. (2011). The challenges of Islamic branding: Navigating emotions and halal. Journal of Islamic Marketing, 2(1), 28–42.
Worthington, E. L., et al. (2003). The Religious Commitment Inventory. Journal of Counseling Psychology, 50(1), 84–96.
Yunus, N. S., Rashid, W. E., Ariffin, N. M., & Rashid, N. M. (2014). Muslim consumers’ purchase intention towards halal food packaging. Procedia – Social and Behavioral Sciences, 130, 145–154.
Zailani, S., Kanapathy, K., Iranmanesh, M., & Tieman, M. (2015). Drivers of halal orientation strategy among halal food firms. British Food Journal, 117(8), 2143–2160
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dewi Fatmasari, Dikdik Dikdik, Nida Putri Awalia
This work is licensed under a Creative Commons Attribution 4.0 International License.
