Factors affecting consumers’ intention towards purchasing halal food.

What is it about?

Halal food is an important product in food marketing system. We have shown for the first time that the awareness level of halal influences the purchase intention of non-South African consumers. In addition, the study has shown that non-South African consumers’ attitude has a significant positive relationship with intention towards purchasing halal food products, while the subjective norms and perceived behavioural control did not have significant on consumers’ intention towards halal food products. This was previously overlooked by South African scholars. This study concluded that awareness and attitude were found to be the most significant factors in predicting the purchase intention of halal classified products.

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Why is it important?

One of the most important conclusions that may be drawn from this study lies in the fact that halal awareness and consumers’ attitude are significant factors in explaining the intention to purchase halal product among non-South African consumers. Therefore, understanding consumers’ attitude and awareness would be a benefit in order to produce and offer halal products in South African markets.

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