Muslim's Purchase Intention Towards Non-Muslim's Halal Packaged Food Manufacturer

Purpose – To investigate the determinant factors that consumers may consider in buying Halal packaged food produced by non-Muslim manufacturers.Design/methodology/approach – A field survey carried out with the help of a questionnaire constructed by using a modified Likert-scale. A total of 150 set of questionnaires were distributed randomly in Johor Bahru area and receive 116 completed replies. Multiple regression analysis assessed the three determinant factors towards Muslim’s purchase intention.Findings – The three variables have significant effect and predict a good proportion of the variance in Muslim’s purchase intention. The research results indicate that the product ingredient can positively and significantly affect the Muslim’s purchase intention while halal awareness and Islamic brand have not significantly affecting Muslim’s purchase intention on Non-Muslim’s Halal packaged food manufacturer.Research limitations/implications – The relationships investigated in this study deserve more effort on understanding Muslim’s buying behavior. This is because the data analysed were collected from one area only in this country. More studies are required before general conclusion can be drawn.Originality/value – This study has practical significance for non-Muslim’s Halal packaged food manufacturer for understanding the buying behaviour of Muslim consumers and using them for effectively positioning the purchase intention of their food product.