Factors affecting halal food purchasing by non-Muslims in a multicultural society: a case study in Singapore

Noor, Nurhafihz;Don, Prasad A.K.;Cassidy, John

Abstract

The study investigates the factors that determine the likelihood of purchasing halal food by non-Muslim consumers who constitute a majority in a multi-cultural society in Singapore. The study adapted the theory of planned behaviour as a conceptual framework with the addition of awareness as an independent variable. Data was collected through self-administered questionnaires and analysed by means of multiple regression. Results from the study indicate that a positive attitude towards halal and the presence of subjective norms for halal food purchasing predict the intention to consume halal food amongst non-Muslims in Singapore. The perceived ability to purchase halal food and awareness towards halal food are not found to significantly influence halal food consumption by non-Muslims. This study is one of the first researching on halal food purchasing behaviour by non-Muslims in Singapore and provides support for the halal industry to increase its market share to both Muslims and non-Muslims.

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International Journal of Islamic Marketing and Branding

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2055-0952

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Inderscience

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DOI

10.1504/IJIMB.2016.081315