Determinants of Halal Awareness and Its Implications for Behavioral Intention
Friska Mastarida *
Faculty of Economics and Business, Universitas Trisakti, Jl. Kyai Tapa No.1 Grogol Jakarta Barat 11440, Indonesia.
Farida Jasfar
Faculty of Economics and Business, Universitas Trisakti, Jl. Kyai Tapa No.1 Grogol Jakarta Barat 11440, Indonesia.
Hamdy Hady
Universitas Persada Indonesia YAI, Jl. Diponegoro 74 Jakarta Pusat 10430, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This study aims to investigate the effect of consumer awareness influenced by knowledge, religiosity, and subjective norm on behavioral intention to buy halal food products in Indonesia.
Methodology: Structural equation modeling methods were used in hypothesis testing.
Results: The eight tests show no causal relationship between Knowledge and Behavioral Intention. This means that Knowledge does not significantly influence Behavioral Intention to buy halal products. Furthermore, Knowledge, Religiosity, and Subjective Norm have a significant simultaneous influence on Attitude. Similarly, Knowledge, Religiosity, Subjective Norm, and Attitude have a significant concurrent influence on Behavioral Intention.
Conclusion: In scientific development, theoretical contributions in halal food are carried out by adding variables, including halalness value creation quality to develop a sustainable halal ecosystem. However, further research should be conducted, especially in the value creation process using another grand supporting theory.
Novelty: This study uses quantitative analysis by providing a new conceptual model and the relationship between variables based on consumer culture theory as a novelty.
Keywords: Knowledge, religiosity, subjective norm, attitude, and behavioral intention