Purchase Intention for Halal Products in Pakistan; Evidences from Non-Muslim Community
DOI:
https://doi.org/10.53555/ssh.v3i12.305Keywords:
Halal products,, Non-Muslim,, Attitude, Social Influence, Purchase Intention,, Smart-PLSAbstract
Purchase intention of Halal products are obvious in Muslim consumers but non-Muslims are rapidly turning to Halal products across the globe. Therefore, factors that influence nonMuslims to purchase Halal products are essential to know today for marketers. Aim of the study is to recognize the impact of attitude towards Halal product on non-Muslim consumers for Halal products’ purchase intention and recognizing the role of social influence as moderating variable. Research paradigm that is followed for the study is quantitative research approach following purposive sampling method for data collection. A total sample of 300 non-Muslim respondents has been taken from major cities of Pakistan has been collected through semi-structured questionnaire having five-point likert scale and analyzed through
software Smart-PLS version 3. This paper has drawn the findings that attitude has a positive relation with purchase intention for Halal products in non-Muslim consumers and Social influence strengthens the relation of these factors.
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