Wibowo, Mas Wahyu; Permana, Dudi; Hanafiah, Ali; Ahmad, … - In: Journal of Islamic Marketing 12 (2020) 8, pp. 1405-1424
Purpose: The purpose of this paper is to introduce the variable of halal food knowledge (HFK) into the theory of planned behavior framework to investigate Malaysian non-Muslim consumers’ decision-making process in purchasing halal food. Design/methodology/approach: Data were collected through...