Determinants of Halal Awareness and Its Implications for Behavioral Intention

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.