Halal products consumption in international chain restaurants among global Moslem consumers

Abstract

Purpose

The purpose of this paper is to investigate the determinants of global Moslem consumers on consuming halal products in international chain restaurants. The hypotheses are proposed based on the integration of theory of planned behavior (TPB) and identity theory–religiosity.

Design/methodology/approach

The survey method was used to test the proposed hypotheses by using PLS. A total of 296 out of 407 questionnaires were collected among global Moslem students in a big city of Indonesia.

Findings

The results indicate that perceived behavioral control and religiosity is the significant predictor of the intention to consume halal products in international chain restaurants. Surprisingly, attitudes toward halal products and subjective norms have no significant effects on their intention.

Research limitations/implications

This study mainly investigates from international students’ perspectives, and future studies could diversify the respondents. Further, although the studies were done in the biggest Moslem populated country, conducting a multi-country study further validates the results of this study. Additional variables, such as personality or cross-cultural variables, could enhance the prediction of the developed model.

Originality/value

This study proposes religiosity as an important predictor of halal products consumption among global consumers, which increases the predictive capability of TPB. The results suggest that it is important for managers and governments all products targeted for global Moslem consumers to be halal certified.

Citation

Asnawi, N., Sukoco, B.M. and Fanani, M.A. (2018), "Halal products consumption in international chain restaurants among global Moslem consumers", International Journal of Emerging Markets, Vol. 13 No. 5, pp. 1273-1290. https://doi.org/10.1108/IJoEM-11-2017-0495