Tapping into food industry: a comparative dual-model study of religion and culture on food products’ purchase intention

Abstract

Due to increased trend of globalization and immigration to advanced countries during the past decade, Halal food consumers are being observed not only in Islamic countries but also in Western European countries. Moreover, the concepts of hygiene, quality and cleanliness, being often related to Halal food, make it equally favorable for consumption to non-Muslims. However, this vast area of Halal food sector still needs further exploration. Though recent studies have, to some extent, tried to explore the impact of religiosity on Halal food purchase intention, but still the impact of religion on Halal food purchase intention remains unexplored. Moreover, almost no studies are available on the impact of culture in making Halal food purchase intention. Therefore, the study aims at understanding the influence of culture and religion along with attitude on Halal food purchase intention. The direct impacts of culture, religion and attitude on Halal food have been presented in the proposed framework. In addition, the conceptual model depicts examining the impact of culture and religion on Halal food purchase intention through mediation, with attitude as a mediating variable. Moreover, the study recommends conducting the comparison of the impact of religion and culture on Halal food purchase intention. Managerial implications and future recommendations have also been incorporated.