Paudel, Tulsi; Li, Wen Ya; Kim, Yeong Gug; Ji, Yunho
A icle
A s udy on non-muslim consume s' pu chase in en ion o
halal ood in Ko ea
Global Business & Finance Re iew (GBFR)
P o ided in Coope a ion wi h:
People & Global Business Associa ion (P&GBA), Seoul
Sugges ed Ci a ion: Paudel, Tulsi; Li, Wen Ya; Kim, Yeong Gug; Ji, Yunho (2024) : A s udy on non-
muslim consume s' pu chase in en ion o halal ood in Ko ea, Global Business & Finance Re iew
(GBFR), ISSN 2384-1648, People & Global Business Associa ion (P&GBA), Seoul, Vol. 29, Iss. 2, pp.
1-16,
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I. In oduc ion
Globaliza ion has led o coun ies becoming
inc easingly mul icul u al, mul i- eligious, and mul i-
e hnic. This shi has signi ican ly in luenced ood
and be e age consump ion ends, wi h he exchange
o cul u es and adi ions playing a pi o al ole
(Hend iyani e al., 2020). E hnic oods and be e ages,
such as halal ood, ha e gained global accep ance,
Recei ed: Oc . 19, 2023; Re ised: No . 11, 2023; Accep ed: Dec. 18, 2023
† Co esponding au ho : Yunho Ji
E-mail: [email protected]
e en in non-Muslim coun ies. People now emb ace
di e se cuisines, enjoying Wes e n oods in he Eas
and Asian oods in he Wes (Choi & Choi, 2018).
Social no ms, p ac ices, and eligious p inciples
in luence he decision o consume e hnic oods. In
he Muslim communi y, e e yone is bound o consume
halal oods. Howe e , halal ood consump ion is
becoming popula in non-Muslim socie ies. As a esul ,
halal ood p oduce s and ma ke e s a e expanding
hei businesses wo ldwide, a ge ing non-Muslim
consume s (Ma hew e al., 2014). The global halal
ood ma ke , alued a app oxima ely 2.47 illion
in 2018 (Reu e s & S anda d, 2018), is shaped by
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 2 (MARCH 2024), 1-16
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ⓒ 2024 People and Global Business Associa ion
GLOBAL BUSINESS & FINANCE REVIEW
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o inancial sus ainabili y and people-cen e ed global business1)
A
S udy on Non-Muslim Consume s' Pu chase In en ion o Hala
l
Food in Ko ea
Tulsi Paudela, Wen Ya Lia, Yeong Gug Kimb, Yunho Jib†
aEn ep eneu ial Managemen College, Sanming Uni e si y, Fujian p o ince, 365004, China
bDepa men o Tou ism Adminis a ion, Kangwon Na ional Uni e si y, Gangwondaehak-gil 1 KR, Ko ea
A
B S T R A C T
Pu pose: The demand o halal oods among non-Muslim cus ome s is inc easing in non-Muslim coun ies. This
s udy in es iga es Sou h Ko ean non-Muslim cus ome s' halal ood pu chase in en ions using an ex ended model
o goal-di ec ed beha io (EMGB).
Design/me hodology/app oach: The s udy model combines halal awa eness wi h he exis ing model o goal-di ec ed
beha io (MGB) a iables and examines he mode a ing e ec o wo d o mou h (WOM).
Findings: The esul s indica ed ha a i udes, posi i e an icipa ed emo ions, pe cei ed beha io al con ol, and halal
awa eness in luenced non-Muslim consume s' desi e o pu chase halal oods. Desi e and halal awa eness also p e-
dic ed pu chase in en ions. Mo eo e , wo d o mou h (WOM) had a signi ican mode a ing e ec on he desi e
o pu chase in en ions o halal oods.
Resea ch limi a ions/implica ions: The esul s o his s udy can be u ilized in managing he halal ood business
by p o iding in o ma ion on non-Muslim consume cha ac e is ics.
O iginali y/ alue: This s udy aims o p o ide implica ions o he globaliza ion o halal ood by iden i ying speci ic
a iables ha a ec he halal ood consump ion beha io o non-Muslim consume s.
Keywo ds: Halal ood, Non-Muslim consume , Model o goal-di ec ed beha io , Pu chase in en ion, Wo d o mou h, Sou h Ko ea
ⓒ
Copy igh : The Au ho (s). This is an Open Access jou nal dis ibu ed unde he e ms o he C ea i e Commons A ibu ion
Non-Comme cial License (h ps://c ea i ecommons.o g/licenses/by-nc/4.0/) which pe mi s un es ic ed non-comme cial use, dis ibu ion
,
and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 2 (MARCH 2024), 1-16
2
Muslim and non-Muslim consume s wo ldwide. Wi h
his g owing ma ke sha e o halal p oduc s, ma ke e s
and p oduce s seek o unde s and pu chase in en ions
and a i udes owa d halal p oduc s (Söde lund, 2006).
In A abic, 'halal' means "allowed" o "pe missible"
unde Islamic law (Halal Malaysia O icial Po al,
2022). Halal p inciples p ohibi he consump ion o
po k and alcohol and s ipula e ha ca le should be
slaugh e ed acco ding o he Zabihah me hod. Halal
ood p oduc s a e p oduced om us ed sou ces and
con ain only pe mi ed ing edien s (Ab Talib e al.,
2019). The pu chase and consump ion o halal ood
a e wholly based on Islamic law and he Qu an, and
ood p oduce s mus mee nu i ion s anda ds and
use only pe mi ed ing edien s.
Acco ding o he Ko ean Muslim Fede a ion (KMF),
Ko ea is home o a ound 200,000 Muslims, including
na i e Ko eans and o eigne s. Addi ionally, Ko ea
welcomes housands o Muslim isi o s om Malaysia,
Indonesia, and he Middle Eas . Ko ean a ele s also
isi Muslim coun ies and expe ience halal cul u e
he e. As a esul , in e es in halal ood p oduc s
among he non-Muslim communi y is inc easing in
Ko ea, p o iding business oppo uni ies in he halal
ood sec o . Coun ies like Malaysia and Tu key a e
ac i ely p omo ing halal hospi ali y, a ge ing non-
Muslim cus ome s (S ephenson, 2014). Explo ing he
beha io al ac o s behind his end becomes impe a i e
as he halal ood ma ke expands in non-Muslim
coun ies. Unlike exis ing esea ch ocused on
p oduc ion p ocesses, ce i ica ion s anda ds, and
consume p e e ences in he halal ood indus y, his
s udy examines he mode a ing in luence o Wo d o
Mou h (WOM) on consume pe cep ions and choices.
Despi e he acknowledged in luence o WOM on
consume decisions ac oss a ious domains, i s speci ic
ole wi hin he halal ood indus y emains ela i ely
unde explo ed. The accep ance o halal ood among
non-Muslim consume s p esen s an in iguing esea ch
a enue wi h di ec ele ance o halal ma ke ing
s a egies in non-Muslim coun ies.
This s udy is g ounded in he goal-di ec ed beha io
(MGB) model, widely u ilized in consume decision-
making s udies (P es wich e al., 2008). The MGB
unde sco es he signi icance o desi e in shaping
indi iduals' decision-making p ocesses and beha io s
(Pe ugini & Bagozzi, 2001). The e o e, his amewo k
is sui able o examining non-Muslim consume s'
halal ood pu chase in en ions. Addi ionally, he s udy
in eg a ed he halal awa eness cons uc o gauge
non-Muslim consume s' unde s anding o halal cul u e
and p inciples. The s udy's p ac ical ecommenda ions
o s akeholde s aiming o expand he halal ood
ma ke in non-Muslim coun ies a e in aluable o
a ac ing non-Muslim consume s wi h halal ood
p oduc s.
II. Li e a u e Re iew
A. Halal Food and i s Comme cialisa ion
Religions in luencing ood and consump ion es ablish
dis inc beha io al ules and egula ions, wi h Islam
p esc ibing egula ions on ood consump ion h ough
he concep s o 'halal' and 'ha am'. The Qu an s a es
ha any ood no deemed ha am is conside ed halal
(Bonne & Ve beke, 2008) and explici ly p ohibi s
he consump ion o blood, po k, and alcohol (Nasi &
Pe ei a, 2008); u he mo e, he concep o halal aligns
wi h Sha iah ules. Na ions ha e es ablished halal
ce i ica ion p o ocols o comply wi h global ood
p oduc ion s anda ds, making he manda o y display
o he halal logo in eg al o p oducing and selling
halal p oduc s (A endi e al., 2014).
Globaliza ion has acili a ed he widesp ead
a ailabili y o halal p oduc s, p opelling he halal ood
ma ke 's g ow h and os e ing accep ance among non-
Muslim popula ions. No ably, na ions like A gen ina,
Aus alia, B azil, Canada, F ance, and New Zealand
a e p ominen expo e s o halal ood i ems (Ahmed,
2023). The halal p oduc s ma ke , spanning oods,
pha maceu icals, and cosme ics, is poised o
subs an ial g ow h in he nex decade (Reu e s &
S anda d, 2018). Leading mul ina ional co po a ions,
such as Nes lé, McDonald's, and KFC, s a egically
emphasize halal p oduc s o a ac new cus ome s
Tulsi Paudel, Wen Ya Li, Yeong Gug Kim, Yunho Ji
3
(Adams, 2011). The inc easing accep ance o halal
ood in non-Muslim communi ies is pi o al o
expanding he halal ood ma ke (Alam & Sayu i,
2011).
Recen esea ch in he ield o halal ood is di e se,
add essing c i ical aspec s like au hen ici y (NG e
al., 2022), consume p e e ences (Windasa i e al.,
2023; Adekunle & Filson, 2020), sus ainabili y, and
he in eg a ion o new echnologies (Bux e al., 2022;
Ali e al., 2021). The escala ing demand o halal
goods om non-Muslim consume s has p omp ed
ma ke e s o e ine hei unde s anding o halal
p oduc s and p ocesses and iden i y sui able channels
o ga he ing pe inen in o ma ion abou non-Muslim
consume s' pe cep ions (Golnaz e al., 2010). Exis ing
esea ch on he pu chasing decisions o consume s
ega ding halal oods has del ed in o a ious an eceden s,
including in en ions and consume a i udes (Mukh a &
Bu , 2012), wo d o mou h (Söde lund, 2006), and
eligiosi y (Wo hing on e al., 2003). Alam and Sayu i
(2011) ha e con ended ha eligious belie s and
beha io signi ican ly in luence he pu chase o halal
oods. The heo y o planned beha io (TPB) is
commonly applied o in es iga e pu chase in en ions
o halal oods, e ealing he pi o al oles o a i ude
and subjec i e no ms among Muslim consume s
(Lada e al., 2009; A endi e al., 2014).
B. Halal Food Awa eness among Non-Muslim
Consume s
Halal awa eness, c ucial o Muslim and non-
Muslim consume s, e e s o unde s anding ood and
be e ages p ocessed o p oduced acco ding o halal
p inciples (Ambali & Baka , 2014; Golnaz e al.,
2010). The global g ow h o halal ma ke s is uelled
by ising consume awa eness, ex ending beyond
eligious conside a ions, such as a i udes pe cei ed
beha io al con ol, and b oade conce ns like
en i onmen al and heal h issues (Teng e al., 2013).
Non-Muslim cus ome s a e inc easingly awa e o halal
ood, bu limi ed li e a u e exis s on hei pe cep ions.
Resea che s ha e s udied his demog aphic's pe cep ions,
accep ance, and pu chase in en ions (Lee e al., 2016).
Consume s p io i ize epu able ce i ica ion o ood
sa e y, belie ing ha halal p oduc s adhe e o s ic e
s anda ds han non-halal ones (Hoang e al., 2022),
os e ing con idence in halal oods associa ed wi h
high-quali y goods and se ices sui able o non-
Muslim consume s (Rezai e al., 2012).
Wi h an inc easing numbe o Muslim ou is s, Sou h
Ko ea is e ol ing in o a "halal- iendly" des ina ion,
p omp ing he go e nmen o ecognize he po en ial
o halal ou ism (Ma linda e al., 2022). Achie ing
halal- iendly s a us in Ko ea equi es heigh ened
halal awa eness among employees in ho els and
es au an s (Han e al., 2019).
C. Model o Goal-Di ec ed Beha iou (MGB)
and Hypo hesis De elopmen
The model o goal-di ec ed beha io (MGB), an
ex ension o he heo y o planned beha io (TPB),
emphasizes alues as essen ial componen s p edic ing
beha io (Hagge & Cha zisa an is, 2009). In eg a ed
in o he MGB a e addi ional cons uc s, including desi e,
posi i e and nega i e emo ions, and pas beha io s.
Desi e, a c i ical p edic o o in en ion, media es he
p edecesso s o beha io , including a i udes, subjec i e
no ms, and pe cei ed beha io al con ol (Pe ugini &
Bagozzi, 2001). While mo e commonly applied in
he hospi ali y sec o , esea che s ha e ex ended and
modi ied he MGB o a ious con ex s. Fo example,
Han and Ryu in oduced swi ching cos s and
epu chasing in en ions in a ull-se ice es au an
en i onmen . Lee e al. (2012) u ilized an ex ended
MGB o explo e po en ial a ele s' decision-making
p ocesses du ing he 2009 H1N1 ou b eak. Song e
al. (2012) expanded he MGB o casino isi o s'
beha io al in en ions, and Shin e al. (2018) in es iga ed
in en ions o isi ood ucks using he MGB.
1. A i ude, subjec i e no ms, and desi e
The li e a u e sugges s ha cus ome s wi h a o able
a i udes a e mo e likely o engage in pu chasing
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 2 (MARCH 2024), 1-16
4
beha io (Ajzen, 1991). Acco ding o Bake e al.
(2007), indi iduals engage in a pa icula beha io
o acc ue a bene i o a oid a loss based on hei
a i ude. Nume ous s udies wi hin he Model o
Goal-Di ec ed Beha iou (MGB) ha e consis en ly
es ablished a posi i e ela ionship be ween a i ude
and desi e (Pe ugini & Bagozzi, 2001; Lee e al.,
2012). On he o he hand, subjec i e no ms e e
o whe he an indi idual belie es ha a ele an g oup
ad oca es a gi en beha io (Pe ugini & Bagozzi,
2001). They ep esen he pe cei ed social p essu e
o pe o m o e ain om a pa icula beha io
(Ajzen, 1991). Indi iduals ypically conside o he
people's opinions be o e unde aking speci ic ac ions
(Cheng e al., 2006). Thus, we assume ha he non-
Muslim consume 's a i ude owa d halal ood and
he ecommenda ion o consume halal ood mus
in luence he desi e o pu chase halal oods, leading
o he ollowing hypo heses.
H1:
A i udes signi ican ly in luence he desi e o
pu chase halal ood.
H2:
Subjec i e no ms signi ican ly in luence he
desi e o pu chase halal ood.
2. An icipa ed emo ions and desi e
Indi iduals conside he emo ional consequences o
goal achie emen o ailu e, co esponding o posi i e
and nega i e an icipa ed emo ions (Pe ugini & Bagozzi,
2001). The Model o Goal-Di ec ed Beha iou (MGB)
unde sco es he impo ance o aking he necessa y
s eps o achie e a goal and conside ing he emo ions
associa ed wi h ailu e (Pe ugini & Bagozzi, 2001).
People o en make beha io al decisions o a oid ad e se
e ec s (Dholakia & Bagozzi, 2002). Howe e , s udies
on an icipa ed posi i e and nega i e emo ions ha e
yielded inconsis en indings. S udies di e on he
impac o an icipa ed emo ions on desi e. Some indica e
ha only expec ed posi i e o nega i e emo ions a ec
desi e (Dholakia & Bagozzi, 2002), while o he s sugges
ha bo h posi i e and nega i e an icipa ed emo ions
signi ican ly in luence desi e (Song e al., 2012). In
his con ex , we an icipa e ha non-Muslim cus ome s'
posi i e and nega i e emo ions owa d halal ood
lead o he desi e o pu chase halal oods, p oposing
he ollowing wo hypo heses.
H3:
Posi i e an icipa ed emo ions signi ican ly
in luence he desi e o pu chase halal ood.
H4:
Nega i e an icipa ed emo ions signi ican ly
in luence he desi e o pu chase halal ood.
3. Pe cei ed beha io al con ol, desi e, and in en ion
MGB s udies ha e consis en ly shown ha a i ude,
subjec i e no ms, and pe cei ed beha io al con ol
in luence in en ion h ough desi e (P es wich e al.,
2008). Pe ugini and Bagozzi (2001) a gued ha desi e
is a media o be ween beha io al in en ion and ac ual
beha io , wi h desi e ha ing less immedia e associa ion
wi h ac ions bu e ol ing o e ex ended pe iods.
Pe cei ed beha io al con ol, as de ined by Ajzen
(2005), e e s o an indi idual's con idence o abili y
o pe o m a speci ic ac ion. Malle (1999) sugges ed
ha including desi e in he model enhances p edic i e
powe , whe e in en ion is he p ima y mo i a o o
ac ion. Desi e is conside ed he p oximal cause o
in en ions, and o he an eceden s o he TPB ope a e
h ough desi e (Meng & Choi, 2016). Building on
hese a gumen s, we posi ha non-Muslim cus ome s
possess beha io al con ol ha in luences hei desi e
and in en ion o pu chase halal oods. Thus, wo
addi ional hypo heses a e de eloped as ollows:
H5:
Pe cei ed beha io al con ol signi ican ly
in luences he desi e o pu chase halal ood.
H6:
Desi e signi ican ly in luences he in en ion
o pu chase halal ood.
4. Halal awa eness, desi e, and in en ion
Awa eness e e s o he capaci y o no ice, eel,
and be conscious o e en s, i ems, o ma e ials.
Consume s wi h a highe le el o awa eness end
o pu chase o expe ience halal p oduc s (Vizano
e al., 2021). Empi ical e idence om Lada e al.
(2009) con i ms ha awa eness is signi ican ly linked
Tulsi Paudel, Wen Ya Li, Yeong Gug Kim, Yunho Ji
5
o he in en ion o pu chase halal p oduc s. A posi i e
a i ude was associa ed wi h knowledge o halal
p inciples and oods (Golnaz e al., 2010). The s udy
by Follows and Jobbe (2000) also epo ed a posi i e
co ela ion be ween b and awa eness and pu chase
in en ions. In he con ex o ou esea ch, we belie e
ha he le el o knowledge abou halal oods and
he p ocess in luences he desi e o consume o
pu chase ha pa icula ood. The e o e, we p opose
he ollowing wo hypo heses:
H7:
Halal awa eness signi ican ly in luences he
desi e o pu chase halal ood.
H8:
Halal awa eness signi ican ly in luences he
in en ion o pu chase halal ood.
5. F equency o pas beha io and pu chase in en ion
The equency o pas beha io is usually conside ed
a p oxy o habi ; i an indi idual engages in a
pa icula beha io equen ly, i.e., habi ually, ha
beha io will enhance hei desi e and beha io al
in en ions (Pe ugini & Bagozzi, 2001). Exis ing s udies
ha e obse ed ela ionships be ween he equency
o pas beha io and o he an eceden s such as desi e,
in en ion, and beha io . Fo ins ance, Song e al. (2012)
ound ha pas beha io signi ican ly in luenced desi e
and in en ion while in es iga ing a esponsible gambling
s a egy. Han e al. (2014) in es iga ed playe s' a i udes
( a o able s un a o able) owa d a compu e gol
game, epo ing ha pas beha io in luenced hei
in en ion o play i . Based on he abo e s udies, we
also a gue ha he equency o pas beha io ce ainly
impac s he pu chase o halal oods. Thus, wo mo e
hypo heses a e p oposed.
H9:
F equency o pas beha io signi ican ly
in luences desi e.
H10:
F equency o pas beha io signi ican ly
in luences pu chase in en ion.
D. Impac o Wo d o Mou h (WOM)
Wo d o mou h (WOM) is an in o mal, non-
comme cial communica ion be ween he communica o
and he ecei e conce ning p oduc s, se ices, o
companies (Higie e al., 1987). Face- o- ace in e ac ions,
phone calls, emails, and o he o ms o communica ion
among use s o cus ome s o a pa icula p oduc
can be ega ded as WOM communica ions (Goye e
e al., 2010). In ma ke ing li e a u e, esea che s
desc ibe wo d o mou h as a p obable consume
decision-make (Che alie & Mayzilin, 2006). Acco ding
o Sil e man (2011), "Wo d o mou h is he mos
e ec i e way o making decisions easie and simple
in an o e whelmingly di icul and complex wo ld"
(p.30). Wo d o mou h can be bo h nega i e and
posi i e; sa is ied cus ome s will con inue o buy and
ell o he s abou p oduc s, while cus ome s who a e
no sa is ied will ell o he s abou disad an ages
(Richins, 2009). Se no i z e al. (2013) poin ed ou
ha people a e in e es ed in alking abou goods and
se ices hey ha e o de ed, and hey e en speak abou
he manu ac u e o he goods and he se ice p o ide .
Wo d-o -mou h communica ion in luences and shapes
consume s' beha io and a i udes (Xia & Chae, 2021).
Few esea ch s udies ha e been conduc ed using
WOM as a cons uc in he con ex o halal ood
pu chase and consump ion beha io . Wa di e al.
(2018) ound no associa ion be ween halal ou ism
and WOM among Indonesian Muslim consume s.
Howe e , he s udy by Ba ou (2019) ound a posi i e
linkage be ween halal ou ism and WOM by examining
non-Muslim ou is s' beha io . Thus, we assume ha
WOM has a c ucial mode a ing e ec on he desi e
o halal oods and he pu chase in en ion o halal
oods, cons i u ing he hypo heses. The p oposed
esea ch model is depic ed in Figu e 1.
H11:
WOM signi ican ly mode a es he ela ionship
be ween desi e and pu chase in en ion.
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 2 (MARCH 2024), 1-16
6
III. Me hods
A. Resea ch Ins umen s
This s udy in es iga ed he pu chase in en ions o
non-Muslim consume s in he con ex o halal ood,
employing he ex ended Model o Goal-Di ec ed
Beha iou (MGB) amewo k. A i ude, subjec i e
no ms, pe cei ed beha io al con ol, and pu chase
in en ions we e assessed using he ou -i em scales
de eloped by Ajzen (1991). The posi i e and nega i e
an icipa ed emo ions o desi e (Pe ugini & Bagozzi,
2001) we e also e alua ed using a ou -i em scale.
The equency o pas beha io (Pe ugini & Bagozzi,
2001), halal awa eness (Golnaz e al., 2010; Ambali &
Baka , 2014), and Wo d o Mou h (B own e al., 2005)
we e measu ed using h ee i ems. All esponses o
ques ions we e eco ded on a i e-poin Like scale.
B. Da a Collec ion
This s udy employed a quan i a i e app oach o
in es iga e non-Muslim consume s' halal ood pu chase
in en ions in Sou h Ko ea. Con enience sampling
was acili a ed h ough an online (Google) su ey
and was u ilized o collec da a. Sel -adminis e ed
ques ionnai es, adap ed om p io li e a u e, we e
adjus ed o i he esea ch con ex . A pilo s udy
in ol ing 50 esponden s was conduc ed o e ine
he ques ionnai es. The comple e su ey ook place in
May 2020, a ge ing non-Muslim Ko ean consume s
who had consumed halal oods wi hin o ou side
Ko ea. O he 450 dis ibu ed ques ionnai es, 394
alid esponses we e ob ained and analyzed using
s a is ical so wa e. To ensu e a ep esen a i e sample
o halal consume s, he su ey included a ge ed
sc eening ques ions a he beginning, allowing only
pa icipan s who indica ed consump ion o halal ood
o be included in he analysis.
Rega ding demog aphics, 54.1% o esponden s
we e male. The 30-39 age g oup cons i u ed 38.1%
o he coho , wi h he 20-29 age g oup accoun ing
o 29.9%. Mos pa icipan s held g adua e deg ees
(45.2%) o uni e si y deg ees (40.6%). The mos
common annual income ange was 30,000-39,999
dolla s (32.2%), ollowed by 20,000-29,999 dolla s
(25.9%), 10,000-19,999 dolla s (22.1%), unde 10,000
dolla s (6.6%), and 50,000 dolla s o mo e (4.3%).
A signi ican po ion o pa icipan s (74.4%) had
pu chased halal ood ewe han h ee imes. The
majo i y (76.4%) isi ed halal es au an s o halal
Figu e 1. P oposed esea ch model
Tulsi Paudel, Wen Ya Li, Yeong Gug Kim, Yunho Ji
7
ood pu chases. Table 1 p esen s he desc ip i e demog aphics o he collec ed da a.
Va iables Classi ica ions N=394 Pe cen age
Gende Male 213 54.1%
Female 181 45.9%
Age
20-29 118 29.9%
30-39 150 38.1%
40-49 84 21.3%
50-59 23 5.8%
Mo e han 60 19 4.8%
Educa ion
High School 10 2.5%
College 35 8.9%
Unde g adua e 160 40.6%
G adua e 178 45.2%
O he s 11 2.8%
Ma i al s a us
Single 168 42.6%
Engaged 12 3.0%
Ma ied 210 53.3%
O he s 4 1.0%
Job
O ice wo ke s 129 32.7%
S uden s 53 13.5%
Manu ac u ing wo ke s 15 3.8%
Sales Se ice 23 5.8%
P o essionals 129 32.7%
Sel -Employmen 37 9.4%
O he s 8 2.0%
Mon hly
Income(USD)
~1000 26 6.6%
1000~2000 87 22.1%
2000~3000 102 25.9%
3000~4000 127 32.2%
4000~5000 35 8.9%
Mo e han 5000 17 4.3%
Mon hly halal ood
pu chase equency
~3 imes 293 74.4%
3~5 imes 42 10.7%
5~10 imes 42 10.7%
Mo e han 10 imes 17 4.3%
A place o buy
halal oods
Halal es au an s 301 76.4%
La ge ma s 48 12.2%
Family es au an 23 5.8%
Fine dining es au an 17 4.3%
Online shopping 5 1.3%
Table 1. Demog aphic esul
GLOBAL BUSINESS & FINANCE REVIEW, Volume. 29 Issue. 2 (MARCH 2024), 1-16
8
IV. Resul s
A. Con i ma o y Fac o Analysis
The esul s o con i ma o y ac o analysis (CFA)
showed excellen model i o he da a (
χ
2 = 880.006,
d = 437,
χ
2/d = 2.014, p < 0.001, oo mean squa e
e o o app oxima ion [RMSEA] = 0.051, compa a i e
i index [CFI] = 0.967, inc emen al i index [IFI] =
0.967, Tucke -Lewis index [TLI] = 0.958). All obse ed
a iables we e signi ican ly loaded on o hei la en
cons uc s (p<0.01). The composi e eliabili y alues
anged om 0.691 o 0.994, exceeding he eliabili y
h eshold o 0.60 (Hai e al., 2009). A e age a iance
(AVE) alues we e hen calcula ed, indica ing good
cons uc alidi y. The con i ma o y ac o analysis
(CFA) esul is p esen ed in Table 2.
I ems Fac o
loadings
CCR
(AVE)
C onbach's
α
A i ude
Pu chasing halal ood is good o me 0.801
0.891
(0.671) 0.903
Pu chasing halal ood is aluable o me 0.866
Pu chasing halal ood is bene icial o me 0.873
Pu chasing halal ood is necessa y o me 0.804
Subjec i e No ms
People who a e impo an o me ag ee ha I should pu chase halal ood 0.902
0.938
(0.792) 0.931
People a e impo an o me suppo I pu chase halal ood 0.884
People a e impo an o me unde s and I pu chase halal ood 0.914
People a e impo an o me and ecommend I pu chase halal ood 0.860
Posi i e An icipa ed Emo ions
I I succeed in achie ing my goal (pu chasing halal ood), I will eel exci ed 0.904
0.960
(0.856) 0.967
I I succeed in achie ing my goal (pu chasing halal ood), I will eel glad 0.921
I I succeed in achie ing my goal (pu chasing halal ood), I will eel sa is ied 0.939
I I succeed in achie ing my goal (pu chasing halal ood), I will eel happy 0.975
Nega i e An icipa ed Emo ions
I I ail o achie e my goal (pu chasing halal ood), I will eel unsa is ied 0.902
0.955
(0.842) 0.964
I I ail o achie e my goal (pu chasing halal ood), I will eel disappoin ed 0.954
I I ail o achie e my goal (pu chasing halal ood), I will eel wo ied 0.950
I I ail o achie e my goal (pu chasing halal ood), I will eel sad 0.958
Pe cei ed Beha iou al Con ol
I I wan , I can pu chase halal ood 0.812
0.870
(0.627) 0.850
I am capable o pu chasing halal ood 0.794
I ha e enough inancial esou ces o pu chase halal ood 0.777
I ha e enough ime and oppo uni ies o pu chase halal ood 0.746
Desi e
I wan o pu chase halal ood in he u u e 0.944
0.922
(0.748) 0.934
I am eage o pu chase halal ood sho ly 0.823
I hope o pu chase halal ood sho ly 0.902
I wish o pu chase halal ood sho ly 0.904
Table 2. Con i ma o y ac o analysis esul s
Tulsi Paudel, Wen Ya Li, Yeong Gug Kim, Yunho Ji
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