Khan, Mubbsher Munawar; Asad, Humaira; Mehboob, Irsa - In: Journal of Islamic Marketing 8 (2017) 4, pp. 625-641
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...