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Personal intrinsic religiosity and product knowledge on halal product purchase intention

Personal intrinsic religiosity and product knowledge on halal product purchase intention This paper aims to increase knowledge about awareness and intention to choose the halal products. This study assessed the effect of intrinsic religiosity and knowledge of halal products on the awareness and purchase intention of halal products. This study also investigated and examined the role of halal product awareness (HPA) in mediating the relationship between personal intrinsic religiosity (PIR) and halal product knowledge (HPK) with halal product intention (HPI). This knowledge will be very meaningful because there are still many types of products that are not halal certified circulating in the Muslim market segment.Design/methodology/approachThis study used a self-administered questionnaire with closed questions. As many as 238 Muslim consumers in Indonesia over 17 years old were selected to be tested for regressive relationships from the four constructs. The Sobel test is then used to explain the mediating role of HPA.FindingsThis study shows that there is a relationship between PIR and HPK to HPA and HPI, and HPA to HPI. This study found that HPA was truly a partial mediation in the relationship between PIR and HPK with HPI.Research limitations/implicationsThis study is conducted in the halal food sector in Indonesia and in certain cultural contexts so that the application of the same model in various sectors and countries can get various results. In addition, the respondents of this study were halal food customers; it would be very interesting to obtain data from other stakeholders such as halal food producers or retailers.Originality/valueAs per the authors’ knowledge, this study becomes the first study in Indonesia to examine the mediating role of HPA in the relationship of PIR and HPK with HPI. Conceptual discussion and results of empirical studies extend previous research on consumer behavior in the halal product market segment. An in-depth study of this phenomenon is expected to contribute in the development of science, especially Islamic marketing and customer behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Personal intrinsic religiosity and product knowledge on halal product purchase intention

Nurhayati, Tatiek; Hendar, Hendar
Journal of Islamic Marketing , Volume 11 (3): 18 – May 20, 2020
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References (49)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-11-2018-0220
Publisher site
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Abstract

This paper aims to increase knowledge about awareness and intention to choose the halal products. This study assessed the effect of intrinsic religiosity and knowledge of halal products on the awareness and purchase intention of halal products. This study also investigated and examined the role of halal product awareness (HPA) in mediating the relationship between personal intrinsic religiosity (PIR) and halal product knowledge (HPK) with halal product intention (HPI). This knowledge will be very meaningful because there are still many types of products that are not halal certified circulating in the Muslim market segment.Design/methodology/approachThis study used a self-administered questionnaire with closed questions. As many as 238 Muslim consumers in Indonesia over 17 years old were selected to be tested for regressive relationships from the four constructs. The Sobel test is then used to explain the mediating role of HPA.FindingsThis study shows that there is a relationship between PIR and HPK to HPA and HPI, and HPA to HPI. This study found that HPA was truly a partial mediation in the relationship between PIR and HPK with HPI.Research limitations/implicationsThis study is conducted in the halal food sector in Indonesia and in certain cultural contexts so that the application of the same model in various sectors and countries can get various results. In addition, the respondents of this study were halal food customers; it would be very interesting to obtain data from other stakeholders such as halal food producers or retailers.Originality/valueAs per the authors’ knowledge, this study becomes the first study in Indonesia to examine the mediating role of HPA in the relationship of PIR and HPK with HPI. Conceptual discussion and results of empirical studies extend previous research on consumer behavior in the halal product market segment. An in-depth study of this phenomenon is expected to contribute in the development of science, especially Islamic marketing and customer behavior.

Journal

Journal of Islamic Marketing – Emerald Publishing

Published: May 20, 2020

Keywords: Halal product awareness; Halal product intention; Personal intrinsic religiosity; Halal product knowledge

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