Islamic food laws: customer satisfaction effect halal purchase intention in China. Moderating role of religiosity

PurposeThe research investigates the relationship between halal credence, awareness, certification, need for cognition (NC), effort, health consciousness, and satisfaction towards halal food (STHF). In addition, observe the influence of STHF on purchase intention explored. Finally, religiosity is ex...

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Bibliographic Details
Published in:British food journal (1966) 2024-07, Vol.126 (8), p.3088-3112
Main Authors: Abdou, Ahmed Hassan, Chan, Markus Patrick, Rehman, Shafique Ur, Albakhit, Azam Ibrahem Ali, Almakhayitah, Muhanna Yousef
Format: Article
Language:English
Subjects:
Attitudes
Behavior
Certification
Cognition
Consciousness
Customer satisfaction
Customers
Data collection
Food
Food law
Halal food
Hotels
Hypotheses
Influence
Islam
Literature reviews
Muslims
Purchase intention
Researchers
Citations: Items that this one cites
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Summary:PurposeThe research investigates the relationship between halal credence, awareness, certification, need for cognition (NC), effort, health consciousness, and satisfaction towards halal food (STHF). In addition, observe the influence of STHF on purchase intention explored. Finally, religiosity is examined as a moderator between STHF and halal purchase intention.Design/methodology/approachThe data was collected from Muslim participants in Guangzhou and Shenzhen, China. A total of 476 respondents take part in this research. The data was collected from Muslims who eat food from halal food hotels. A purposive sampling technique is used to collect data from respondents. PLS-SEM is followed to test the proposed hypotheses.FindingsThe results reveal that halal credence, awareness, certification, effort, and health consciousness increase STHF. Conversely, NC does not influence STHF. Moreover, STHF significantly determines halal purchase intention. Finally, religiosity strengthens the positive association between STHF and purchase intention.Practical implicationsFood marketers and policy decision-makers can use research findings to enhance halal purchase intention. In China, Muslim customers usually search for halal food by putting in extra effort and seeing halal certification. They trust halal food because religiosity is their priority.Originality/valueThis initial research incorporates halal credence, halal awareness, certification, NC, effort, health consciousness, STHF, and religiosity to examine halal purchase intention using the theory of planned behavior (TPB).
ISSN:0007-070X
1758-4108
DOI:10.1108/BFJ-10-2023-0875