Purchase intention towards islamic branding

Abstract

Purchasing and consuming halal products have been a huge concern among many Muslims especially in countries where Islam populations is the minority. With the rising concern of consumers, this study intended to investigate the factors behind the consumers' intentions towards buying Islamic brands particularly in the food industry. The data was collected through survey strategy from 200 respondents, out of which only 192 were usable for data analysis. These respondents were based in Karachi, a city of Pakistan. The data was analysed further through SPSS software for correlation and regression analysis. All the factors had a positive relationship towards purchase intention with r=0.63, r= 0.60, r=0.63, r=0.50 and r=0.49 for halal awareness, religious belief, attitude, subjective norms and halal certification respectively. Most of the variables including halal awareness, religious belief, and attitude were found to be significant whereas the variables subjective norms and halal certification were insignificant based on the probability value that was lesser than the threshold. Since this was a survey based investigation, this study provides knowledge for business managers who are working under the slogan of halal food, as it may help them to understand that the consumers are not much pressurized to consume halal food based on the social pressure or number of halal certifications but it is the halal awareness, religious belief, and attitude that is important that can be useful to attract the consumers.