A S tudy o n Non-Muslim Consumer s' P urchase Intention of H alal Food in Korea

• Published in: Global business and finance review Vol. 29; no. 2; pp. 1 - 16
• Main Authors: O, Tulsi Paudel, Li, Wen Ya, Kim, Yeong Gug, Ji, Yunho
• Format: Journal Article
• Language: English
• Published: 30.03.2024
• ISSN: 1088-6931; 2384-1648
• DOI: 10.17549/gbfr.2024.29.2.1

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated emotions, perceived behavioral control, and halal awareness influenced non-Muslim consumers' desire to purchase halal foods. Desire and halal awareness also predicted purchase intentions. Moreover, word of mouth (WOM) had a significant moderating effect on the desire to purchase intentions of halal foods. Research limitations/implications: The results of this study can be utilized in managing the halal food business by providing information on non-Muslim consumer characteristics. Originality/value: This study aims to provide implications for the globalization of halal food by identifying specific variables that affect the halal food consumption behavior of non-Muslim consumers.