Influencing Factor of Malaysian Consumer Attitude toward Halal Online Food Delivery and Their Intention to Use

Abstract

Halal online food delivery service (HOFD) is an emerging new wave in the food and beverage industry. This market is continuing to rise and soar after the Covid-19 pandemic. HOFD is essential to Muslims to ensure the Halal integrity of Halal Food. It is important to make sure that the food delivery to consumers is clean, safe, Halal. The purpose of this paper is to examine the key factors that explain intention to use HOFD (perceived ease of use, perceived usefulness, Halal knowledge, Halal awareness, attitude, subjective norms, and perceived behavioural control). The moderating role of Halal certification in the relationship between consumer attitude toward HOFD and intention to use HOFD is also examined. A total of 195 Malaysian Online food delivery users participated in an online survey and hypotheses were tested with SPSS/PLS-SEM. The constructs Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB), and Halal Awareness affect intention to use. However, Halal knowledge is found to be insignificant toward attitude. In addition, Halal certificates do not strengthen the relationship between consumer attitudes and intention to use HOFD. The TAM, TPB, Halal knowledge and Halal awareness constructs help explain the use of HOFD services. These results will help the providers of these services to understand Muslim consumer behaviour and to design their marketing strategies more appropriately to ensure consumer favourable attitudes and their intention to use HOFD services.