THE NEXUS OF CONSUMER PURCHASING BEHAVIOUR TOWARDS HALAL PRODUCTS AMONG THE MALAYSIAN COMMUNITY

Abstract

The halal industry is a catalyst for economic resilience after COVID-19, not only for Malaysia but also for Muslim countries worldwide. The issue of halal is starting to get attention in the market and significantly affecting the worldwide agenda. There are still limited studies on the halal industry, including halal products among the Malaysian community mainly on purchasing behaviour. This paper intends to identify the relationship between product quality, product price, product ingredients, product awareness and consumer purchasing behaviour towards halal products among the Malaysian community. The data of 360 respondents throughout Malaysia were collected using a convenience sampling survey initially analysed via descriptive, validity, reliability, and normality test using IBM SPSS Statistics. All hypotheses were analysed using Spearman's Rank Correlation Coefficient, which confirmed that product quality, product price, product ingredients and product awareness directly correlated to consumer purchasing behaviour towards Halal products in the Malaysian community. This research is crucial to provide exposure not only to the Malaysian community and Muslims to search and select Halal products as a religious obligation but also to cultivate community development worldwide towards achieving Sustainable Development Goals (SDGs).