Factor affecting consumers’ purchase intention of halal ready-to-eat food products

Abstract

The aim of this research is to identify the factors influencing consumers’ purchase intention for halal ready-to-eat food products in the Klang Valley, Malaysia. Primary data were collected through convenience sampling by distributing self-administered questionnaires to identify the factors affecting consumer purchase intention of halal ready-to-eat food products. A survey was conducted in the Klang Valley, Malaysia, where data were collected from 300 respondents consisting of Muslim and non-Muslim consumers. Theory of planned behaviour (TPB) was used as the conceptual framework, and the variables identified are attitude, subjective norms, perceived behaviour and one additional variable which is awareness. The collected data were tested by using multiple regression analysis in Statistical Package for the Social Sciences (SPSS).