Deciphering the Purchase Decision of Halal products: Interplay of Halal Certification, Religiosity and Subjective Norms

Abstract

This research study looks into influence of halal certification and halal product knowledge on consumer purchase decisions along with investigating the moderating effects of subjective norms and religiosity and mediating roles of purchase intention and halal awareness. Data collection technique employed for this purpose is quantitative survey with total 342 valid responses collected from 384 questionnaires distributed among halal food consumers in Lahore, Pakistan. Data analysis involved two-pronged approach with SPSS employed for correlation analysis and descriptive statistics and SmartPLS, for moderation, mediation and regression testing via Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings depicted significant direct and indirect influence of product knowledge and halal certification on consumer purchase decisions through intention and awareness.  Moreover, significant moderating effect of subjective norms and religiosity on the linkage between purchase intention and actual buying behavior is revealed, emphasizing the significance of social influence and personal beliefs in consumer decision making. The findings of the research study gives valuable insights for policymakers and marketers in terms of considering religious and cultural values wile strategy formulation and aligning policies accordingly. However, the results have certain limitations due to product and geographic scope. Future studies may focus on more diverse product categories and broader regions. This research established significance of enhanced consumer education and transparent halal certification to develop trust and enhance consumer engagement in halal markets.