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This study aims to investigate the determinants of consumer behavior for buying halal endorsed products in an emerging Muslim market, Pakistan. The study is based on the conceptual framework of the theory of planned behavior (TPB). A sample of 497 students and staff members of university respondents was chosen using convenience random sampling and categorized on the basis of age group, academic qualification, income, profession, etc. A cross-sectional study was done using self-administered questionnaires to conduct surveys and results were analyzed using techniques such as Pearson correlation, confirmatory factor analysis and structural equation modeling. This paper has certain limitations such as using the convenience sampling and focusing mostly on young and Muslim buyers. Future studies may overcome such shortcomings by specifically targeting more mature and elderly buyers and buyers with diverse ethnicity and religions who may have greater level of control on making purchase decision regarding religiously endorsed products. The variables used are religious commitment, perceived behavioural control, motivation to comply and self-identity towards purchase of halal endorsed products. The results show that religious commitment, motivation to comply, self-identity and perceived behavioral control have a positive and significant effect on the intention to purchase halal endorsed products. The empirical evidence indicates that the individuals who consider themselves as distinct Muslims, i.e. perceive that they have a well-defined self-identity, a higher level of behavioral control, religious commitment and a strong motivation to comply with the Shariah teachings about halal buying, end up buying halalendorsed products.

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