Determinants of Halal Consumption Behavior of Consumers’: A Study with the Theory of Planned Behavior

• Published in: Uluslararası İslam ekonomisi ve finansı araştırmaları dergisi Vol. 1; no. 2; p. 141
• Main Authors: Öztürk, Abdülkadir, Nart, Sima, Altunişik, Remzi
• Format: Journal Article
• Language: English; Turkish
• Published: Servidan Centre of Political, Economic and Social Research 01.01.2015
• Subjects: Consumers; Consumption; Halal food; Theory of planned behavior
• ISSN: 2149-8393; 2149-8407

The aim of this study is to examine how the consumers perceive the concept of halal and consumers' buying behavior of halal featured products. The study has been conducted within the framework of the Theory of Planned Behavior (TPB) which is often used in social sciences for researching human behavior. Consumer’s attitudes towards halal products, the reactions of the people around their vicinity and the effect of perceived behavioral control on behavioral intentions and actual behavior were investigated. It was also investigated that how consumers identify the concept of halal products and whether these definitions are changed across different product groups. For these purposes, an online survey has been created related to the halal consumption and targeting the members of the social media groups. By this way, the necessary data has been collected. Analyses were made by using the data obtained from 202 consumers. It is seen that the variables existing in the research model developed on the basis of TPB can explain the intentions and behavior of the consumers for purchasing halal products. While the attitude developed by the consumers was found detrimental variable for the behavioral intention, the intentions were identified as the detrimental variable on the actual behaviors. When the food, cosmetics and cleaning product groups are considered, it is observed that the sensitivity of the consumers for halal feature is higher in the food products. In addition to the production of halal products in accordance with the principles of Islamic religion, it is detected that these products are also perceived as reliable, healthy and clean by the consumers