Purchase intention of Halal product: An Applied Study in Lebanon

Authors

Soumaya Kaakour, Beirut Arab UniversityFollow

Abstract

Halal is a topic that touches on both business and trade as well as religion. This study aims to investigate the following factors (religiosity, attitude, subjective norms, control behavior, Halal certification and perceived availability) that could affect the purchase intention of Halal products in Lebanese context. The research offers explanations for each variable in the suggested model. Following that, in the first quarter of 2022, data was collected from 202 respondents in Lebanon using an online survey form. SPSS version 20 was applied to test the generated data. Results indicates that the following variables (religiosity, attitude, subjective norms, perceived availability, control behavior, Halal certification) had an influence on purchase intention of Halal product. Then, discussions, followed by the theoretical, practical implications shows that the importance of the study will open up a new avenue for marketers and companies operating in various Halal-related industries. Finally, we displayed the conclusions, limitations and future research.

Recommended Citation

Kaakour, Soumaya (2023) "Purchase intention of Halal product: An Applied Study in Lebanon," Al Jinan الجنان: Vol. 17, Article 20.
Available at: https://digitalcommons.aaru.edu.jo/aljinan/vol17/iss1/20