A Halal Characteristic of Behavioral Intention and Its Implication to the Purchase

https://doi.org/10.35912/bukhori.v5i1.5157
Published: Jul 3, 2025

Abstract:

Purpose: This study proposes to examine and prove empirically about influence of Halal Characteristic consist of Halal Awareness and Halal Logo on the Behavioral Intention of Halal Food Product.

Methodology/Approach: The research period taken throughout 2024 until the end of the year has the potential to be biased when obtaining information from respondents. Moreover, the extent of the study is consumers in Medan City, Indonesia. Sampling criteria use a purposive technique.

Results/Findings: The halal characteristic from awareness and logo have a positive and insignificant influence on Behavioral Intention and Purchase Intention of Halal Food. Behavioral Intention has a positive and significant influence on the Behavioral Intention and Purchase Intention of Halal Food in Medan City, Indonesia.

Conclusions: Halal awareness and logos have no significant effect, while behavioral intention strongly drives purchase intention. Broader scope and added variables are recommended for future research.

Limitations: The study period taken throughout 2024 until the end of the year has the potential to be biased when obtaining information from respondents. In addition, the scope of this study is limited to only consumers in Medan City, Indonesia.

Contribution: This study is expected to be beneficial for consumers who want to take an attitude, desire, or intention to buy halal food. Then, an entrepreneur can use this as information in evaluating their business strategies.

Keywords:
1. Behavioral Intention
2. Behavioral Intention, Purchase Intention of Halal Food
Authors:
1 . Siti Wardah Pratidina Nasution
2 . Kamilah Sa'diah
3 . Nor Balkish Zakaria
4 . Liswandi Liswandi
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How to Cite
Nasution, S. W. P. ., Sa’diah, K. ., Zakaria, N. B. ., & Liswandi, L. (2025). A Halal Characteristic of Behavioral Intention and Its Implication to the Purchase. Bukhori: Kajian Ekonomi Dan Keuangan Islam, 5(1), 47–61. https://doi.org/10.35912/bukhori.v5i1.5157
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Issue & Section
Vol. 5 No. 1 (2025): July
Articles
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References

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    Hair Jr., J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., & Danks, N. P. (2021). An Introduction to Structural Equation Modeling. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business. (1st Ed., pp. XIV, 197). Springer, Cham. doi:10.1007/978-3-030-80519-7_1

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  1. Ab Hamid, N., Shahwahid, F., Othman, N., & Saidpudin, W. (2017). Challenges and Ways Improving Malaysia Halal Food Industry. Science International, 29(2), 149-153.
  2. Abang Salleh, A. S., Mohd Suki, N., Hashim, N., Abang Naim, A., & Ismawi, N. (2020). Sobel Statistical Test on the Mediation Effect of Halal Image Toward Intention to Patronage Retail Stores. Journal of Economics, Business and Management, 8(3), 212-218. doi:10.18178/joebm.2020.8.3.639
  3. Ahmad, A. N., Abd Rahman, A., & Rahman, S. A. (2015). Assessing Knowledge and Religiosity on Consumer Behavior towards Halal Food and Cosmetic Products. International Journal of Social Science and Humanity, 5(1), 10-14. doi:10.7763/IJSSH.2015.V5.413
  4. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T
  5. Alim, S. A., Mawardi, M. K., & Bafadhal, A. S. (2018). Pengaruh Persepsi Label Halal dan Kualitas Produk Terhadap Keputusan Pembelian Produk Fesyen Muslim (Survei Pada Pelanggan Produk Zoya Muslim di Kota Malang). Jurnal Administrasi Bisnis (JAB), 62(1), 127-134.
  6. Ambali, A., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-Makers. In R. R. Kasim, M. M. Adil, S. K. Ab Manan, & F. A. Rahman (Ed.), International Halal Conference 2012 (InHAC 2012). 121, pp. 3-25. Kuala Lumpur: WTC KL. doi:10.1016/j.sbspro.2014.01.1104
  7. Aslan, H. (2023). The Influence of Halal Awareness, Halal Certificate, Subjective Norms, Perceived Behavioral Control, Attitude and Trust on Purchase Intention of Culinary Products among among Muslim Costumers in Turkey. International Journal of Gastronomy and Food Science, 32, 100726. doi:10.1016/j.ijgfs.2023.100726
  8. Bashir, A. M. (2019). Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers' Purchase Intention. British Food Journal, 121(9), 1998-2015. doi:10.1108/BFJ-01-2019-0011
  9. Bashir, A. M., Bayat, A., Olutuase, S. O., & Abdul Latiff, Z. A. (2018). Factors Affecting Consumers’ Intention towards Purchasing Halal Food in South Africa: A Structural Equation Modelling. Journal of Food Products Marketing, 25(1), 26-48. doi:10.1080/10454446.2018.1452813
  10. Bhattacherjee, A. (2019). Social Science Research: Principles, Methods and Practices (Revised Ed.). Australia: University of Southern Queensland.
  11. Billah, A., Rahman, M. A., & Hossain, M. B. (2020, May 23). Factors Influencing Muslim and non-Muslim Consumers’ Consumption Behavior: A Case Study on Halal Food. Journal of Foodservice Business Research, 23(4), 324–349. doi:10.1080/15378020.2020.1768040
  12. Bonne, K., Vermeir, I., Bergeaud?Blackler, F., & Verbeke, W. (2007). Determinants of Halal Meat Consumption in France. British Food Journal, 109(5), 367-386. doi:10.1108/0070700710746786
  13. Bowden, B. (2020). Economic Foundations: Adam Smith and the Classical School of Economics. In B. Bowden, J. Muldoon, A. Gould, & A. McMurray (Eds.), The Palgrave Handbook of Management History (pp. 345-365). US: Palgrave Macmillan, Cham. doi:10.1007/978-3-319-62114-2_20
  14. BPJPH. (2024, October 29). Head of BPJPH: Halal Certification Obligation for Consumer Protection and Business Convenience. (Badan Penyelenggara Jaminan Produk Halal) Retrieved December 2024, from https://bpjph.halal.go.id/en/detail/head-of-bpjph-halal-certification-obligation-for-consumer-protection-and-business-convenience
  15. Chao, C.-M. (2019). Factors Determining the Behavioral Intention to Use Mobile Learning: An Application and Extension of the UTAUT Model. Frontiers in Psychology, 10, 1652. doi:10.3389/fpsyg.2019.01652
  16. Che Wel, C., Abu Ashari, S. N., & Ismail, M. F. (2022). The Influence of Halal Certification, Halal Logo, Halal Assurance, Safety and Purity on Customer Purchase Intention. International Journal of Academic Research in Business and Social Sciences, 12(1), 1212-1227. doi:10.6007/IJARBSS/v12-i1/11414
  17. Chetioui, Y., Benlafqih, H., & Lebdaou, H. (2020). How Fashion Influencers Contribute to Consumers’ Purchase Intention. Journal of Fashion Marketing and Management, 24(3), 361-380. doi:10.1108/JFMM-08-2019-0157
  18. Fathoni, M. A. (2020). Potret Industri Halal Indonesia: Peluang dan Tantangan. Jurnal Ilmiah Ekonomi Islam, 6(3), 428-435. doi:10.29040/jiei.v6i3.1146
  19. Fricker, R. D. (2016). Sampling Methods for Online Surveys. In N. G. Fielding, G. Blank, R. M. Lee, N. G. Fielding, G. Blank, & R. M. Lee (Eds.), The SAGE Handbook of Online Research Methods (p. 684). Sage Publications Ltd.
  20. Grinsven, B., & Das, E. (2016). Logo Design in Marketing Communications: Brand Logo Complexity Moderates Exposure Effects on Brand Recognition and Brand Attitude. Journal of Marketing Communications, 22(3), 256-270. doi:10.1080/13527266.2013.866593
  21. Hair Jr., J. F., Hult, G. T., Ringle, C. M., Sarstedt, M., & Danks, N. P. (2021). An Introduction to Structural Equation Modeling. In Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business. (1st Ed., pp. XIV, 197). Springer, Cham. doi:10.1007/978-3-030-80519-7_1
  22. Harun, N. b., Zahidah Idris, N., & Bashir, A. M. (2023). Factors Influencing Halal Food Products Purchasing among Young Adults According to Theory of Planned Behavior. International Journal of Academic Research in Business & Social Sciences, 13(1), 1296-1307. doi:10.6007/IJARBSS/v13-i1/14809
  23. Hasan, H. (2016). A Study on Awareness and Perception towards Halal Foods among Muslim Students in Kota Kinabalu, Sabah. Proceedings of the Australia-Middle East Conference on Business and Social Sciences. 6, pp. 803-811. Dubai, UAE: Australian Academy of Business and Social Sciences.
  24. Hashim, N. H., Kamarulzaman, N. H., Ab Rahman, S., & Othman, M. (2020). Relationship Between Awareness, Knowledge, and Attitude of Behavioural Intention Towards Halal Jobs among Malaysian Muslim University Students. Journal of Halal Industry & Services, 3(1), a0000152. doi:10.36877/jhis.a0000152
  25. Hosseini, S. M., Mirzaei, M., & Iranmanesh, M. (2020, October 24). Determinants of Muslims’ Willingness to Pay for Halal Certified Food: Does Religious Commitment Act as a Moderator in the Relationships? Journal of Islamic Marketing, 11(6), 1225-1243. doi:10.1108/JIMA-02-2018-0043
  26. Hui, T. X. (2017). The Effect of Source Credibility on Consumers’ Purchase Intention in Malaysia Online Community. Journal of Arts & Social Sciences, 1(1), 12?20.
  27. Husain, T. (2019). An Analysis of Modeling Audit Quality Measurement Based on Decision Support Systems (DSS). European Journal of Scientific Exploration, 2(6), 1-9.
  28. Jumani, Z. A., & Sukhabot, S. (2020). Behavioral Intentions of Different Religions: Purchasing Halal Logo Products at Convenience Stores in Hatyai. Journal of Islamic Marketing, 11(3), 797-818. doi:10.1108/JIMA-07-2018-0112
  29. Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I. H., & Baran, T. (2024). The Effects of Trust and Religiosity on Halal Products Purchase Intention: Indirect Effect of Attitude. EuroMed Journal of Business, 20(5), 141-165. doi:10.1108/EMJB-01-2024-0004
  30. Mentzer, J. T., DeWitt, W., Keebler, J. S., Min, S., Nix, N. W., Smith, C. D., & Zacharia, Z. G. (2001, May 10). Defining Supply Chain Management. Journal of Business Logistics, 22(2), 1-25. doi:10.1002/j.2158-1592.2001.tb00001.x
  31. Mohamed, Y. H., Abdul Rahim, A. R., & Ma'aram, A. (2020). The Effect of Halal Supply Chain Management on Halal Integrity Assurance for the Food Industry in Malaysia. Journal of Islamic Marketing, 12(9), 1734-1750. doi:10.1108/JIMA-12-2018-0240
  32. Mohamed, Z. A., Rezai, G., Shamsudin, M. N., & Chiew F.C., E. (2008). Halal Logo and Consumers’ Confidence: What are the Important Factors. Economic and Technology Management Review, 3(1), 37-45.
  33. Ozturk, A. (2022). The Effect of Halal Product Knowledge, Halal Awareness, Perceived Psychological Risk and Halal Product Attitude on Purchasing Intention. Business and Economics Research Journal, 13(1), 127-141. doi:10.20409/berj.2022.365
  34. Pratikno, H., Taufiq, A., Voak, A., Deuraseh, N., Nur, H., Dahlan, W., . . . Purnomo, A. (2021). Halal Development: Trends, Opportunities and Challenges. XC Leiden, The Netherlands: CRC Press/Balkema. doi:10.1201/9781003189282
  35. Qizwini, J., & Purnama, D. G. (2024, October 12). Future Trends in Halal Food: How Innovative Islamic Business Models are Redefining the Indonesian Market. Journal Of Middle East and Islamic Studies, 11(2), p. Article 9. doi:10.7454/meis.v11i2.184
  36. Rajagopal. (2020). Development of Consumer Behavior. In Transgenerational Marketing (pp. 163-194). US: Palgrave Macmillan, Cham. doi:10.1007/978-3-030-33926-5_6
  37. Rausch, T. M., & Kopplin, C. S. (2021, January). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278(1), 123882. doi:10.1016/j.jclepro.2020.123882
  38. Salaam Gateway. (2019). 2019/20: State of the Global Islamic Economy Report. Dubai, UAE: DinarStandard. Retrieved from https://ded.ae/DED_Files/StudiesAndResearch/SGIE-Report-2018-19_Eng_1540649428.pdf
  39. Santosa, A. D. (2020). Aplikasi AMOS 22.0: Dalam Analisis Structural Equation Modeling (Cetakan Kedua). Yogyakarta: Amara Books.
  40. Sayre, E. C. (2018). Research Process Models. In Research: A Practical Handbook. Retrieved from https://handbook.zaposa.com/articles/research-process-models/.
  41. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th Ed.). New York: Pearson Education, Inc.
  42. Setiawan, & Mauluddi, H. A. (2020). An Examination of Purchasing Intention towards Halal Products. International Journal of Economics and Management Systems, 5, 209-216.
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