WSEAS Transactions on Business and Economics


Print ISSN: 1109-9526
E-ISSN: 2224-2899

Volume 15, 2018

Notice: As of 2014 and for the forthcoming years, the publication frequency/periodicity of WSEAS Journals is adapted to the 'continuously updated' model. What this means is that instead of being separated into issues, new papers will be added on a continuous basis, allowing a more regular flow and shorter publication times. The papers will appear in reverse order, therefore the most recent one will be on top.


Volume 15, 2018


Non-Muslim Consumers Attitude and Repurchase Behaviour Towards Halal Food: An Application of Buyer Behaviour Model

AUTHORS: Dayang Haryani Diana Ag. Damit, Amran Harun, David Martin, Abdul Shukor B. Shamsudin, Abdul Wahid Mohd Kassim

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ABSTRACT: Halal food is widely recognised for its exceptional quality assurance and wholesomeness which attracts both Muslim and non-Muslim consumers. Previous studies have shed some light on the Muslim consumer attitude-behaviour interactions with halal products. However, studies of similar topic focusing on non-Muslim consumers as respondents are uncommon. Therefore, this study aims to examine the determinants of non-Muslim attitude and their repurchase intention on halal food product using the Buyer Behaviour Model. Data were collected through self-administered questionnaire survey involving 444 non-Muslim consumers. The structural equation analyses revealed that lifestyle, consumers past purchase experience, and religion adoption positively influenced the non-Muslim consumers’ attitude towards halal products. The findings also revealed a significant relationship between the attitude of non-Muslim consumer towards halal product and their repurchase intention of the halal product. Finally, several recommendations for future research consideration are presented in the final part of this paper.

KEYWORDS: - Non-Muslim consumer, halal awareness, lifestyle, consumer’s past purchase experience, religion adoption, attitude, repurchase intention, halal product

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WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 15, 2018, Art. #40, pp. 413-422


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