Assessing the Validity of the Halal Consumption Congruence (HaCC) Model towards Consumer’s Purchase Intention of Malaysia’s Halal Food Products
DOI:
https://doi.org/10.33102/jfatwa.vol30no1.620Keywords:
Halal Consumption Congruence, purchase intention, religiosity self-identity, customer trust, Theory of Planned BehaviorAbstract
Halal industry is one of the fastest growing industries in the world and Malaysia contributed about US$113.2 billion. To protect Malaysia’s reputation as the top halal economic country, monitoring the attitude of Muslim consumers and preferences towards Malaysia’s halal products is imperative. This study provides some insights since there are limited studies on Malaysian halal food products specifically. 402 respondents of selected Middle Eastern origin participated and completed the study instrument. This study integrated Theory of Planned Behaviour and Congruity Theory. Country-of-origin and religiosity commitment are selected since both are common constructs for halal behavioural study. The results showed that consumer self-congruence, religiosity commitment and perceived behavioural control have significant relationship with purchase intention. The opposite outcomes are country-of-origin and subjective norms. Attitude has a mediating effect towards the relationships of country-of-origin, consumer self-congruence, and religiosity commitment with purchase intention. In the interim, customer trust shows a significant moderating role towards purchase intention. Measuring religiosity is rather tricky and difficult because to admit non-conformance to the Islamic rites and requirements, especially the “wajib” (must-do) rites is something to be ashamed of. Furthermore, the respondents were Muslims from only six Middle Eastern countries, the findings could not be generalized. Future research should delve into the non-Muslims and other constructs that could enhance the research model. Conclusively, this study produces a novel research approach through the development of Halal Consumption Congruence (HaCC) Model that provides vital guidelines for Malaysia’s halal food producers in enticing the Muslim consumers’ purchase behaviour.
Downloads
References
Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, NY.
Abd Mubin, N., Abd Rahman, A., Kamarulzaman, N. H., & Yusof, R. N. R. (2022). Readiness and Stakeholders Influence for Halal Logistics Practices Implementation towards Supply Chain Performance. International Journal of Asian Social Science 12(1): 26-42.
Abdullah, J. B., Abdullah, F., & Bujang, S. B. (2022). Demystifying Muslim Consumer Religiosity: Does Sustainability Matter in Halal Food Industry? International Journal of Service Management and Sustainability 7(1): 63-86.
Abdullah, M. A., & Azam, M. S. E. (2020). Halal industry in ASEAN: issues and challenges. Economics, business, and Islamic finance in ASEAN economics community: 77-104.
Adali, N. A. H., Jabar, M. A. A., Ismail, M. Z., Sulong, W. M. W., & Hassan, A. R. (2024). Marketing Opportunities for the Malaysia Halal Food Industry in the Middle East and North Africa (MENA) Region.
Aini, N., & Ferdinand, A. (2022). Self-congruence theory: Factors affecting brand loyalty in fast-moving consumer goods industry. Jurnal Inovasi Ekonomi 7(01): 1-12.
Ajzen, I. (1991), “Theory of planned behavior”, Organization Behavior and Human Decision Process, Vol. 50 No. 2, pp. 179-211.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior & Emerging Technology 2020;1–11. Wiley Periodicals LLC.
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2021). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing, 12(7), 1339-1362.
Ali, M. Y., Abdul Ghaffar, P. Z. A., Kabir, S., & Munir, S. A. (2022). Halal food export and Malaysia’s potential: the applicability of the gravity theory of trade. Journal of Islamic Marketing, 13(2), 309-328.
Al-Shami, H. A., & Abdullah, S. (2023). Halal food industry certification and operation challenges and manufacturing execution system opportunities. A review study from Malaysia. Materials Today: Proceedings, 80, 3607-3614.
Al-shami, H. A., and Abdullah, S. (2021). Halal food industry certification and operation challenges and manufacturing execution system opportunities. A review study from
Ardiyanto, A. N., Lin, C.-N., Maulidah, S., Rahman, M. S., & Shaleh, M. I. (2024). The Application Theory of Planned Behavior to Predict an Indonesian Muslim Student’s Intention to Buy Halal Foods in Taiwan. Habitat, 35(1), 79–95.
Ariffin, M. F. M., Riza, N. S. M., Hamdan, M. N., Radzi, M. S. N. M., Rahman, N. H. A., & Hamid, M. F. A. (2024). Nama Haram Tapi Produk Halal: Pandangan Dari Perspektif Undang-Undang Malaysia Dan Hukum Islam: Haram Name For Halal Product: A View From The Perspective Of Malaysian Law And Islamic Law. Malaysian Journal of Syariah and Law, 12(1), 157-173.
Asghari, S. (2023). Understanding Human Dignity in Shi’i Islam: Debates, Challenges, and Solutions for Contemporary Issues. Religions, 14(4), 505.
Ashfahany, A. E., Farrahvanaya, S. K., Apriantoro, M. S, and Suharjianto (2024). Analysis of factors influencing intention to purchase halal Japanese food: The moderating role of religiosity. Innovative Marketing, 20(1), 66-76
Asif, M. H., Zhongfu, T., Ahmad, B., Irfan, M., Razzaq, A., & Ameer, W. (2023). Influencing factors of consumers’ buying intention of solar energy: a structural equation modeling approach. Environmental Science and Pollution Research, 30(11), 30017-30032.
Bayraklı, E., & Hafez, F. (2023). Bayraklı, E. & Hafez, F. (2023). European Islamophobia Report (EIR) 2022. Journal of Media and Religion Studies (MEDİAD), 6(1), s. 221-225.
Carvalho, M. Sivanandam, H, Rahim, R. and Tan, T. (2019), Action taken on 89 traders over halal certification, The Star, Wednesday, 04 Dec 2019.
Chamhuri, N., Che Lah, N. S., Batt, P. J., Ramlan, M. N. B., Mod Asri, N., & Abdullah Al-Hadi, A. (2024). Exploring consumer attitudes and behaviour towards sustainable health-related food choices. British Food Journal, 126(2), 920-937.
Coherent Market Insights (2023). Extracted https://www.coherentmarketinsights.com/ press-release/mena-halal-food-market-to-surpass-us-2913-billion-by-2025-1102
Danielle, U. (2021). Malaysia reels from fake halal meat scandal, consumer mistrust. Arab News, Wednesday, 15 February 2021. Source: https://www.arabnews.com/node/1808651/world
Fitri, F. N., & Isa, M. (2024). Analisis Pengaruh e-WOM, Brand Attitude & Trust terhadap Purchase Intention Eco-Friendly Transport di Surakarta. Economic Reviews Journal, 3(1), 554-571.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Ganesh, B., Frydenlund, I., & Brekke, T. (2024). Flows and modalities of global Islamophobia. Ethnic and Racial Studies, 47(5), 895-906.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Halim, N. R. A., Abd Mutalib, S., & Hashim, H. (2024). Non-conformance report (NCR) on Malaysia halal certification: A case study among small-medium scale food enterprises (SMEs) in Malaysia. Food Control, 160, 110298.
Harun, K. A. (2024). HDC urges AEAN collaborators to harness the US$5 trillion halal market potential. Bernama. Source: https://www.bernama.com/en/news.php?id=2307844
Imran, K. (2024). HIMP Propels Malaysia Towards Global Halal Leadership – HDC. Bernama, Business, 30/04/2024. Extracted from https://www.bernama.com/en/news.php?id=2292870
Iranmanesh, M., Senali, M. G., Ghobakhloo, M., Nikbin, D., & Abbasi, G. A. (2022). Customer behaviour towards halal food: a systematic review and agenda for future research. Journal of Islamic Marketing. 13(9): 1901-1917.
Jamaluddin, M. H. (2024). Introduction Global Halal Industry Overview. Halal Knowledge Center. Halal Development Council.
Johan, E., & Schebesta, H. (2022). Religious regulation meets international trade law: Halal measures, a trade obstacle? Evidence from the SPS and TBT committees. Journal of International Economic Law. 25(1) :61-73.
Junejo, I., Sohu, J. M., Aijaz, A., Ghumro, T. H., Shaikh, S. H., & Seelro, A. D. (2022). The Mediating Role of Brand Attitude for Purchase Intention: Empirical Evidence from Fast Food Industry. Etikonomi. 21(1) :103-112.
Jung, I. N., Sharma, A., & Mattila, A. S. (2022). The impact of supermarket credibility on purchase intention of novel food. Journal of Retailing and Consumer Services, 64 :102754.
Kausuhe, J. N., Worang, F. G. and Gunawan, E. M. (2021). The Influence of Brand Image and Country of Origin on Purchase Decision of Oppo Smartphone in Manado. Jurnal EMBA. Vol.9 No.1 Januari 2021, Hal. 207-215
Kawata, Y., & Salman, S. A. (2022). Muslims and Non-Muslims’ Satisfaction of the Islamic Insurance in Malaysia Application of the Extended Customer Satisfaction Analysis. Turkish Journal of Islamic Economics, 9(1).
Kim, N., & Lee, K. (2023). Environmental consciousness, purchase intention, and actual purchase behavior of eco-friendly products: the moderating impact of situational context. International Journal of Environmental Research and Public Health, 20(7) :5312.
Kotani, H., & Nakano, K. (2023). Purchase decision process and information acquisition of zero-energy houses in Japan. Journal of Asian Architecture and Building Engineering, 22(2) :556-575.
Kotler, Keller and Chernev (2021). Marketing Management, Global Edition, 16th Edition. Pearson.
Le, M. H., & Nguyen, P. M. (2022). Integrating the theory of planned behavior and the norm activation model to investigate organic food purchase intention: evidence from Vietnam. Sustainability, 14(2), 816.
Li, R., Laroche, M., Richard, M. O., & Cui, X. (2022). More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity. Journal of Retailing and Consumer Services, 64, 102759.
Macready, A., Hieke, S., Klimczuk-Kochańska, M., Szumiał, S., Vranken, L. and Grunerte, K., (2019). Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust & evidence from a 5-country study in Europe. Food Policy.
Magnusson, S. (2022). Consumer Buying Behaviour of Domestic and Imported Food Products: A Qualatitative Study on Influencing Factors, Ethnocentrism, and Healthiness Bias.
Mulyati, S., Abubakar, A., & Hadade, H. (2023). Makanan Halal dan Tayyib dalam Perspektif Al-Quran. Jurnal Ilmu Sosial Dan Humaniora, 1(1), 23-33.
Nor, N. F., Ahmad, H., & Ariffin, A. S. (2022, January). Confidence Level to Purchase Halal Food Products Via Ordering Online Application. In 6th International Conference of Food, Agriculture, and Natural Resource (IC-FANRES 2021) (pp. 247-254). Atlantis Press.
Nusran, M., Gunawan, Razak, M., Numba, S., & Wekke, I. S. (2018). Halal Awareness on the Socialization of Halal Certification. IOP Conference Series: Earth & Environ. Science, 175(1).
Parida, R. R., & Gadekar, M. (2024). A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model. British Food Journal, 126(3), 1065.
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J., Khamaludind, K., Syam, S., & Lestari, S. (2022). The effect of supply chain quality perception and country of origin on Smartphones purchase intention of Indonesian consumers. Uncertain Supply Chain Management, 10(1), 277-284.
Purwanto, H., Fauzi, M., Wijayanti, R., Al Awwaly, K. U., Jayanto, I., Purwanto, A., & Hartuti, E. T. K. (2020). Developing model of halal food purchase intention among Indonesian non-Muslim consumers: an explanatory sequential mixed methods research. Systematic Reviews in Pharmacy, 11(10).
Ramayah, T., Rahman, S. A., & Taghizadeh, S. K. (2019). Modelling green entrepreneurial intention among university students using the entrepreneurial event and cultural values theory. International Journal of Entrepreneurial Venturing, 11(4), 394-412.
Rana, S., Shafi, F., Rasheed, A., & Malik, M. I. (2024). Online environmental platforms service and green consumer behavior nexus: a multi-mediator study. Future Business Journal, 10(1), 3.
Rehman, I., & Hanley, T. (2023). Muslim minorities’ experiences of Islamophobia in the West: A systematic review. Culture & Psychology, 29(1), 139-156.
Riaz, S., Ghayyas, M., & Batool, U. (2023). A Shariah Perspective Study on the Concept of Halal Food. Journal of Social Sciences Review, 3(1), 86-92.
Sadiq, M., Dogra, N., Adil, M., & Bharti, K. (2022). Predicting online travel purchase behavior: The role of trust & perceived risk. Journal of Quality Assurance in Hospitality & Tourism, 23(3), 796.
Said, M., & Hasim, M. A. (2022). The Mediating Role of Consumers’ Trust towards Consumers’ Purchase Intention of Halal Food from Malaysia: Application of Structural Equation Modelling. Journal of Halal Service Research, 3(1), 11.
Said, M., & Hassan, F. (2014). The antecedents of halal consumption congruence (HaCC) of Malaysia’s halal food products: a conceptual approach. Abstract of Emerging Trends in Scientific Research, 130(1), 120-128.
Said, M., Hassan, F., Musa, R., & Rahman, N. A. (2014). Assessing consumers’ perception, knowledge and religiosity on Malaysia's halal food products. Procedia-Social and Behavioral Sciences, 130, 120-128.
Saiman, M. Z., & Yusma, N. S. (2022). Issues & challenges of promotion halal certification for Muslim entrepreneurs in Malaysia. Al-Qanatir: International Journal of Islamic Studies, 28(2), 116-128.
Salama (2024). Malaysia: The Halal Industry Master Plan 2030 (HIMP 2030). Halal Focus. Source; https://halalfocus.net/malaysia-the-halal-industry-master-plan-2030-himp-2030/
Santosa, S. G., & Rizaldy, M. R. (2022). The Effect of Halal Awareness, Religiosity, Product Ingredients Knowledge, and Halal Certification on the Purchase Decision of Halal Fast Food. Ar-Ribhu: Jurnal Manajemen Dan Keuangan Syariah, 3(1), 1-12.
Septiani, D., & Ridlwan, A. A. (2020). The effects of halal certification & halal awareness on purchase intention of halal food products in Indonesia. Indonesian Journal of Halal Research, 2(2), 55-60.
Shahnia, C., Permana, D., Harini, S., Endri, E., & Wahyuningsih, M. (2024). The Effect of Halal Awareness, Halal Certification, & Social Service cafe on Purchase Intention in Indonesia: The Mediating Role of Attitude. International Review of Management & Marketing, 14(3), 97-104.
Siahaan, A. and Thiodore, J. (2021). Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta. Advances in Biological Sciences Research, volume 16
Silalahi, S. A. F. (2024). Do consumers need halal label? Evidence from SMEs segment in a major Muslim environment. Journal of Islamic Marketing, 15(2), 470-492.
Sirgy, M. J. (1982), “Self-Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9 (3), 287–300.
Siti Nurunnajwa, S., Elistina, A. B., Syuhaily, O., & Nuradli Ridzwan Shah, M. D. (2024). Muslim consumers’ behaviour towards halal nutraceutical products in Malaysia. Food Research, 8(3), 402-407.
Sudarsono, H., Ikawati, R., Kurnia, A., Azizah, S. N., & Kholid, M. N. (2024). Effects of religiosity, halal knowledge and halal certification on the intention of Muslims to use the halal vaccine during Covid-19 pandemic. Journal of Islamic Marketing, 15(1), 79-100.
Sutopo, W., Hisjam, M., & Wicaksono, H. (2024). Exploring the determinants of intention to purchase electric motorcycles: the role of national culture in the UTAUT. Transportation research part F: traffic psychology and behaviour, 100, 475-492.
Thomas, T., Singh, N., & Ambady, K. G. (2020). Effect of Ethnocentrism and Attitude Towards Foreign Brands in Purchase Decision. Vision, 24(3), 320-329.
Usman, H., Projo, N. W. K., Chairy, C., & Haque, M. G. (2024). The role of trust & perceived risk on Muslim behavior in buying halal-certified food. Journal of Islamic Marketing, 15(7), 1902.
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507-521.
Vlastelica, T., Kostić-Stanković, M., Rajić, T., Krstić, J., & Obradović, T. (2023). Determinants of young adult consumers’ environmentally and socially responsible apparel consumption. Sustainability, 15(2), 1057.
Vongurai, R. (2022). Determinants of Halal Food Purchase Intention and Buying Behavior in Thai Muslim Consumers. Journal of Community Development Research (Humanities and Social Sciences), 15(1), 27-41.
Wali, M. Q. K., & Alam, A. (2022). Perspective Regarding Behavioral Intention Maintaining Food Security in District Haveli AJK. Journal of Behavioural Sciences, 32(1).
Wang, S., Chen, S., & Nah, K. (2024). Exploring the mechanisms influencing users’ willingness to pay for green real estate projects in Asia based on technology acceptance modeling theory. Buildings, 14(2), 349.
Yassin, S., Labeeb, A., & Rasheed, H. (2022). The Mediation Role of Attitude toward Purchase in the Relationship between Country-of-Origin Image, Religiosity, Ethnocentrism, Animosity and Intentions to Purchase in the Egyptian Context. International Journal of Social Science and Human Research, 5(1), 233-251.
Zainol, Z., Noor, N., & Tong, A. (2024). Faithful and luxurious: Mediating halal with luxury through self-congruity. Journal of Global Fashion Marketing, 1-18.
Zaki, R. M., & Elseidi, R. I. (2024). Religiosity and purchase intention: an Islamic apparel brand personality perspective. Journal of Islamic Marketing, 15(2), 361-396.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Mahiah Said, Faridah Hassan, Muhammad Asyraf Hasim, Mohd Faizun Mohamad Yazid
This work is licensed under a Creative Commons Attribution 4.0 International License.
The copyright of this article will be vested to author(s) and granted the journal right of first publication with the work simultaneously licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license, unless otherwise stated.
