Noor, Nurhafihz, Don, Prasad A.K., and Cassidy, John (2017) Factors affecting halal food purchasing by non-Muslims in a multicultural society: a case study in Singapore. International Journal of Islamic Marketing and Branding, 1 (4). pp. 366-387.

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Abstract

The study investigates the factors that determine the likelihood of purchasing halal food by non-Muslim consumers who constitute a majority in a multi-cultural society in Singapore. The study adapted the theory of planned behaviour as a conceptual framework with the addition of awareness as an independent variable. Data was collected through self-administered questionnaires and analysed by means of multiple regression. Results from the study indicate that a positive attitude towards halal and the presence of subjective norms for halal food purchasing predict the intention to consume halal food amongst non-Muslims in Singapore. The perceived ability to purchase halal food and awareness towards halal food are not found to significantly influence halal food consumption by non-Muslims. This study is one of the first researching on halal food purchasing behaviour by non-Muslims in Singapore and provides support for the halal industry to increase its market share to both Muslims and non-Muslims.

Item ID:	79176
Item Type:	Article (Research - C1)
ISSN:	2055-0952
Keywords:	buying behaviour; consumer behaviour; food products; Islam; Singapore; halal; halal food; religion; Islamic marketing; Islamic branding
Copyright Information:	Copyright © 2016 Inderscience Enterprises Ltd.
Date Deposited:	11 Jul 2023 02:57
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 50% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 50%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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