Malaysian halal purchase behavior: The extended framework of Tuhin et al. (2020)

Abstract

This study aims to investigate the factors that influence Malaysian consumers' Halal purchase behavior using the extended framework proposed by Tuhin et al. (2020). A quantitative research approach is employed, and data is collected through an online survey using convenience sampling. The results of a regression analysis indicate that attitudes are a significant and positive predictor of purchase behavior, while religiosity does not predict purchase behavior. These findings suggest that marketers should focus on targeting attitudes to influence Halal purchase behavior, and policymakers and Halal certification authorities can use this knowledge to promote the Halal industry in Malaysia. However, further research is needed to fully understand the complex relationship between these constructs.