Examining the Purchase Behavioral Intentions of Non-Muslim Millennial Consumers Towards Halal Products

Abstract

This study aims to investigate the influence of product-related elements (Halal branding, Country of Origin, and Perceived Quality) on the attitude of non-Muslim millennial consumers to purchase Halal products in Malaysia. Moreover, the effect of attitude on Halal products on behavioral intention was also investigated. Additionally, the mediating role of attitude was also investigated. Data was gathered from 329 millennial customers through a self-administered questionnaire. Using the Smart PLS 4 software, the data were examined using structural equation modeling (SEM). The results indicate that two product elements, Halal branding and Country of Origin, had a direct influence on attitude. Additionally, a positive significant effect was observed between attitude towards halal products and behavioral intention to purchase them. For indirect effect, attitude towards Halal products positively mediates the relationship between the two product elements and behavioral intention.