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(Journal Article) |
ASEAN Marketing Journal 3 (1): 35-44 (2011)
Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Based on Ajzen’s Planned Behavior Theory: Policy Capturing Studies on Five Different Product Categories
Bagus Adi Luthfi
,
Imam Salehudin
ABSTRACT
The purpose of this paper is to test the applicability of the theory of
planned behavior (TPB) in explaining the intention to switch from
products without certified Halal labels within a wide array of purchase
context, especially in the purchase of food and medicine products. A
policy capturing questionnaire was used to elicit responses from
consumers using a convenience sampling technique. A total of 7500
responses were obtained from 150 participating respondent in 50
different scenario cases. Data is analyzed using Multi-Group Structural
Equation Modeling. The study finds that the Theory of Planned Behavior
(TPB) is not completely valid to explain both the behavioral intention
of Muslim consumers in Indonesia to seek information about the Halal
certification of a product and to cancel their purchase if the product
did not have Halal certification. Differences in magnitude and
significance of causal relationships exist between different product
categories.