INTENTION TO PURCHASE OF HALAL FOOD AMONG PAHANG NON-MUSLIM CONSUMER: STRUCTURAL EQUATION MODELLING APPROACH

Abstract

This study aims to identify the intention to purchase Halal products amongst non-Muslim consumers in the Pahang region of Malaysia. A structured close-ended questionnaire was used to gather data through the random distribution of 350 non-Muslims in the Pahang Region. The collected data was analyzed through the structural equation modeling technique using partial least squares with SmartPLS 4.0 for (CB SEM). The result indicated that attitude, subjective norms, and perceived behavioral control were positively influenced meanwhile the perceived behavioral control was found insignificant influenced by the purchase decision of Halal products amongst non-Muslim consumers in Pahang Malaysia. This discovery will aid scholars, Halal food manufacturers, and the government in comprehending the purchasing inclination of non-Muslim consumers in Malaysia towards the Halal industry. The findings of this study can be utilized as valuable input for the development of marketing and operational strategies in the field of Halal entrepreneurship.   This study also has implications for national public policy and strategic economic planning in the development of a comprehensive national Halal policy