Effect of Halal Food Knowledge and Trust on Muslim Consumer Purchase Behavior of Syubhah Semi-Processed Food Products

ABSTRACT This study investigates food knowledge and trust effect on consumer purchase behavior for Syubhah semi-processed food by employing the Theory of Reasoned Action (TRA). In addition, the intervening effect of trust was also explored. Using the causal research design, the Muslim consumer experience in purchasing semi-processed food is surveyed. Seven hundred eighty usable questionnaires were successfully collected and analyzed using the Partial-least Square-Structural Equation Modeling (PLS-SEM). Muslim consumers’ knowledge of the semi-process food ingredients composition and Halal certification influence them to purchase Syubhah semi-processed food. Also, trust plays a vital role in influencing their purchase behavior. These pessimistic indications of Syubhah food effect on Muslim consumer purchase behavior carry necessary implications for the semi-process food suppliers and policymakers. This study added a valuable contribution to the Syubhah food consumption literature by assessing the direct effect between knowledge and purchase behavior and the mediating roles of trust among Muslim consumers.