Impacts of intrinsic motivational factors and attitude on Halal food purchase intention, with the country of origin as the moderator in Pakistan

Abstract

The demand for halal food products has significantly increased during the last two decades. However, so far, the research being done in this area is absolutely not a match for the rising halal food consumption trends. Especially in Pakistan, which is the second-largest Muslim country, halal food studies are exiguous as compared to its other Muslim counterparts. Due to cultural and religious conventions, Pakistanis are perceived to consume only halal food. However, multiple news sources report that a considerable number of consumers have been consuming non-halal food and beverages, either voluntarily or due to a lack of awareness. Moreover, many recent halal food adulteration scandals in Pakistan underscore the need to re-examine the attitude of Pakistani consumers towards halal food purchase intention. Furthermore, globalization, a rise in incomes, and the lack of trust in local food have reportedly resulted in a rise in the demand for imported food products, prompting consideration of the role of the country of origin when making halal food purchase intention. This situation and a significant dearth of empirical studies call into question the intrinsic motivation of Pakistani consumers to use halal food products. In this vein, the primary purpose of this study is to bridge the gap while using a new approach of organismic meta-theory, namely “Self-Determination Theory (SDT),” which deals mainly with intrinsic motivation. Specifically, the present research investigates the influence of the needs for autonomy, competence, and relatedness on halal food purchase intention, which are fundamental pillars of intrinsic motivation. Furthermore, the study analyses the influence of attitude on halal food purchase intention by using the Theory of Reasoned Action. The moderating role of the country of origin in determining halal food purchase intention has also been investigated. Using non-probability convenience sampling, a total of 308 usable data was obtained through an online survey. The data was analysed using the Partial Least Squares-Structural Equation Modeling approach. The results revealed that competence, relatedness, and attitude positively influenced halal food purchase intention. However, the findings discovered that autonomy did not influence halal food purchase intention. Besides, the moderating role of the country of origin was also not significant. The study has contributed to halal food purchase knowledge by analysing the impact of the three basic psychological needs of autonomy, competence, and relatedness for the first time besides employing Self-Determination Theory to understand intrinsic motivational factors affecting halal food purchase intention. Moreover, the results of the study have set a course of direction for organizations to devise their advertising and marketing strategies accordingly. From a policy-making perspective, these findings provide insight for the government to understand the importance of halal food among Pakistani consumers and further strengthen the efficient operation of the Pakistan Halal Food Authority (PHFA), which is responsible for the regulation of authentic halal food products.