Revue du Journal arabe des affaires et de la gestion

Halal Products Purchase Intention in Pakistan: Evidences from Non-Muslim Community

Abstract

Ali A*

Factors for purchase intention of Halal products are obvious in Muslim consumers but non-Muslims are rapidly turning to Halal products all around the world. Therefore, factors that influence non-Muslims to purchase Halal products are essential to know today for marketers. Aim of the study is to know the impact of attitude towards Halal brand on non-Muslim consumers for Halal products’ purchase intention and recognizing the role of social influence as moderating variable as it has its significant and vital role in purchase intention of every product and for every consumer. Research paradigm that is followed for the study is quantitative research approach following purposive sampling method for data collection. A total sample of 300 respondents has been taken from major cities of Pakistan to examine the relationship of factors that influence customer’s Halal purchase intention. Data are collected through structured questionnaire having five-point Likert scale and analyzed through software SmartPLS 3. This paper has drawn the findings that attitude has a positive relation with purchase intention for Halal products in non-Muslim consumers and Social influence as a moderating variable strengthens the relation of these factors.