Investigating the consumer behavior for halal endorsed products

Purpose This study aims to investigate the determinants of consumer behavior for buying halal endorsed products in an emerging Muslim market, Pakistan. The study is based on the conceptual framework of the theory of planned behavior (TPB). Design/methodology/approach It was hypothesized that halal endorsement affects consumer behavior and significantly influences the consumers’ purchase intention. In addition to the main dimensions of TPB model, the study incorporates two other variables to articulate the TPB model specifically for the situation under hand. A sample of 497 respondents was chosen using convenience random sampling and categorized on the basis of age group, academic qualification, income, profession, etc. A cross-sectional study was done using self-administered questionnaires to conduct surveys and results were analyzed using techniques such as Pearson correlation, confirmatory factor analysis and structural equation modeling. Findings The results show that religious commitment, motivation to comply, self-identity and perceived behavioral control have a positive and significant effect on the intention to purchase halal endorsed products. The empirical evidence indicates that the individuals who consider themselves as distinct Muslims, i.e. perceive that they have a well-defined self-identity, a higher level of behavioral control, religious commitment and a strong motivation to comply with the Shariah teachings about halal buying, end up buying halal -endorsed products. Research limitations/implications This paper has certain limitations such as using the convenience sampling and focusing mostly on young and Muslim buyers. Future studies may overcome such shortcomings by specifically targeting more mature and elderly buyers and buyers with diverse ethnicity and religions who may have greater level of control on making purchase decision regarding religiously endorsed products. Originality/value This pioneering study was one of its first types being conducted in Pakistan. It highlighted important aspects for marketers about an emerging Muslim market that certain segments of consumers who show a distinct self-identity, have a greater urge to comply with Shariah teachings and maintain a greater control over decision-making end up buying halal goods.