Application of theory of planned behaviour in purchasing intention and consumption of Halal food

Food businesses provide Halal food to cater to the dietary requirements of Muslims, especially in communities with a growing number of the ethnic minority and at public institutions such as higher education establishments. A large and growing body of literature has investigated the purchasing and consumption behaviour of Halal food, and there are also studies that revealed consumers who do not support Halal food products on the grounds of animal welfare where animals were slaughtered without stunning. Thus, the purpose of this paper is to examine the predictors of purchasing intention of Halal food products and perceptions of animal welfare among Muslims and non-Muslim consumers of a public higher education institution.

An online questionnaire collected information on sociodemographic profiles and importance of Halal food. Descriptive statistics were used to determine the frequency of distribution of all sociodemographic characteristics. Multiple regression analyses were used to describe the theory of planned behaviour relationship and purchasing intention.

The regression model for all the respondents explained about 73 per cent of the variance of the intent to purchase Halal foods where R² = 0.724 (adjusted R² = 0.72). This was significantly different from zero F(3, 185) = 162.130, p < 0.001. Both Muslim and non-Muslim consumers’ attitudes were significant predictors of their purchasing intention of Halal foods (β = 0.87, p < 0.001). The implications of subjective norms and perceived behavioural control and the lack of influence from these predictors are discussed.

This study revealed that both Muslim and non-Muslim consumers agreed on the importance of animal welfare, but there exist differences in perceptions of animal welfare in Halal meat production. This research is of value to those working in regulatory and food service settings in understanding the differences and needs of consumers, and it contributes to a better understanding of the customers within a university setting.