Behavioral intentions of different religions: Purchasing halal logo products at convenience stores in Hatyai

Abstract

Purpose

The demand for halal products is growing and attracting the attention of producers. In recent years, the importance of halal logo and popularity of halal products has increased. The purpose of this paper was to identify the behavioral intentions among people of different religion in respect of purchasing products bearing halal logo (halal logo products) at convenience stores in Hatyai. 7-Eleven store chain was targeted to collect data in this research because it serves people of different religions.

Design/methodology/approach

The conceptual model adopted for this research work was the theory of reasoned action (TRA). The response of consumers was collected through a structured survey, using the convenience sampling technique. A total of 215 respondents submitted their responses, consisting of 92.8 per cent local respondents and 8.2 per cent international respondents. The purposive sample technique was used to select the locations for collecting data, who was purchasing items from 7-Eleven stores and lives in Hatyai.

Findings

The findings indicate that Muslims strictly follow the halal logo and their attitude is positive in selecting halal logo products. The influence of their subjective norms is stronger because of their families and culture, as they are Muslim which influence their intentions. For non-Muslims, there is no obligation requiring them to select halal logo products, but even so, around 80 per cent of non-Muslims showed a positive attitude toward the halal logo, 54 per cent showed were interest and indicated that they may select products with halal logo in future.

Research limitations/implications

This study was conducted in Hatyai and the results were based on three independent variables, namely, attitude, subjective norms and intention, with religion as the demographic variable. The findings offer an insight into the importance of the halal logo for different religions at convenience stores in Hatyai.

Practical implications

This study is initially beneficial for 7-Eleven stores, other convenience stores, businesses and halal institutes. It offers an insight into the importance of the halal logo and the motives of consumers in choosing halal logo products.

Originality/value

This paper seeks to explicate consumers’ intentions to buy halal logo products in convenience stores.

Citation

Jumani, Z.A. and Sukhabot, S. (2020), "Behavioral intentions of different religions: Purchasing halal logo products at convenience stores in Hatyai", Journal of Islamic Marketing, Vol. 11 No. 3, pp. 797-818. https://doi.org/10.1108/JIMA-07-2018-0112