Muslim and non-Muslim consumers’ attitude toward Halal Logo Placement in Media Impacting Purchase Intention

Abstract

This study aims to examine consumers' attitudes toward the placement of the Halal logo in media and its influence on their intention to purchase. Understanding the function of various independent variables is another goal of the study, including perceived religiosity, perceived cultural factors, awareness of the Halal logo, subjective norms, and perceived behavioral control, in shaping consumers' perceptions and responses to the Halal logo in different media platforms. In this research, partial least squares-structural equation modeling (PLS-SEM) was used as a quantitative method. A survey consisting of 120 participants—a varied mix of Muslim and non-Muslim customers—was used to gather data. This methodology allowed for the rigorous examination of hypothesized relationships while accounting for the mediating role of attitude in influencing purchase intentions. The constructs theory of planned behaviour (TPB) and media advertising affect consumer intention. However, the use of media advertisement does not enhance the connection between consumer attitude and their intention to make a purchase. This research, drawing on the established Theory of Planned Behaviour (TPB), explored the interwoven influences of attitudes, social norms, and perceived control on individual intentions, particularly purchasing decisions. It placed special emphasis on the role of attitudes in shaping consumer responses, capturing their overall positive or negative evaluations of the Halal logo's media presence. By delving into these interconnected influences, the study shed light on the complex interplay of factors that ultimately shape consumer behaviour in the context of Halal logo placement. This study stands out for its novelty in examining the influence of Halal logo placement in media on consumer attitudes and purchase intentions. It contributes to the field by incorporating diverse independent variables, guided by the Theory of Planned Behaviour, to elucidate how religious, cultural, and social factors jointly shape consumer behaviour in response to media portrayals of the Halal logo. The study contributes to a better understanding of the marketing dynamics and consumer behavior that are particular to halal goods and services.

KEYWORDS: Consumer attitudes, Halal Logo placement, Purchase intention, Religious, Halal Logo Awareness