Consumer perception of Halal products in a developing country setting

Abstract

Purpose: The purpose of this study is to empirically investigate the effects of: religiosity level, ethnocentrism, product judgment, and trust in Halal food products on the consumer intention to purchase a Muslim (manufactured in a majority Muslim country) versus a foreign (manufactured in a majority non-Muslim country) product available on the Lebanese market across the two main Muslim sects, namely: Sunnism and Shiism. Design/methodology/approach: The study employed a quantitative survey that was administered to a proportionate stratified sample of 607 respondents from the two sects. Findings: Results indicate that Sunni consumers indicate a greater trust in, judgment of, and willingness to buy foreign Halal products than do their Shiite counterparts, while Shiite consumers display a greater trust in, judgment of, and willingness to buy Muslim products. Moreover, religiosity, ethnocentrism, brand trust, and product judgment have all been found to significantly influence consumer purchase intention. Practical Implications: The study results exhibit that religious sect plays a key role in consumer purchase intention, which encourages decision makers and marketers to pursue identity, awareness and communication strategies while targeting Muslim consumers of both sects. Originality/Value: Muslim consumers‟ perception of Halal products is a sorely underresearched area of study with minimal empirical data supporting such studies. The results of this study offer some insight into consumer behavior differences between members of the two sects.