Application of Theory of Planned Behavior in the Role of the Halal Value Exposure Model on Halal Purchase Behavior

Rif’ah Dwi Astuti, Andi Setiawan, Sri Wahyuni, Sugiyanta Sugiyanta

Abstract


This study aims to determine the halal value exposure to halal purchase behavior, where digital marketing and perceived behavioral control have an important role. This study considers consumers who use halal beauty treatments and cosmetics. This study uses a structured questionnaire which was developed and distributed to 179 adolescent respondents in Central Java. The data were analyzed by applying structural equation modeling. The results showed that the halal value exposure model had a positive mediating effect on Halal Purchase Behavior. This study also confirms the active moderating role of the Theory of Planned Behavior scheme in digital marketing and perceived behavioral control of halal purchase behavior. Based on these findings, producers and distributors in the halal industry should maximize their sales by increasing the halal value of their products. Because consumers are smarter by considering the number of quality clues to make their choices on halal beauty care and cosmetics. Therefore, practitioners should consider the information to increase the demand for their products

Keywords


Market Orientation, Social Selling Activities, Social Networking, Marketing Performance

Full Text:

PDF

References


Ahmed, W., Najmi, A., Hafiz Muhammad, F., & Shaharyar, A. (2019). Consumer behaviour towards willingness to pay for Halal products. British Food Journal, 121(2), 492-504. doi:http://dx.doi.org/10.1108/BFJ-02-2018-0085

Ali, A., Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2-17. doi:10.1108/BFJ-05-2017-0278

Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers' Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715-735. doi:http://dx.doi.org/10.1108/MD-11-2016-0785

Annabi Carrie, A., & Ibidapo-Obe Olufunbi, O. (2017). Halal certification organizations in the United Kingdom: An exploration of halal cosmetic certification. Journal of Islamic Marketing, 8(1), 107-126. doi:10.1108/JIMA-06-2015-0045

Azam, A. (2016). An empirical study on non-Muslim’s packaged halal food manufacturers. Journal of Islamic Marketing, 7(4), 441-460.

Bukhari, F., Hussain, S., Ahmed, R. R., Streimikiene, D., Soomro, R. H., & Channar, Z. A. (2020). Motives and Role of Religiosity towards Consumer Purchase Behavior in Western Imported Food Products. Sustainability, 12(1). doi:10.3390/su12010356

Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179-192. doi:http://dx.doi.org/10.1108/JGR-12-2017-0058

Fu, X., & Juan, Z. (2016). Understanding public transit use behavior: integration of the theory of planned behavior and the customer satisfaction theory. Transportation, 44(5), 1021-1042. doi:10.1007/s11116-016-9692-8

Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866. doi:10.1016/j.jclepro.2017.12.002

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage Learning, Eighth Edition.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. doi:10.1108/ebr-11-2018-0203

Han, H., Al-Ansi, A., Olya, H. G. T., & Kim, W. (2019). Exploring halal-friendly destination attributes in South Korea: Perceptions and behaviors of Muslim travelers toward a non-Muslim destination. Tourism Management, 71, 151-164. doi:10.1016/j.tourman.2018.10.010

Hassan, Y., & Pandey, J. (2019). Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India. Young Consumers, 21(2), 211-232. doi:10.1108/YC-01-2019-0940

Ishak, S., Ahmad Raflis Che, O., Kartini, K., Intan Safiena Ab, G., & Mohd Yusof, H. (2020). Cosmetics purchase behavior of educated millennial Muslim females. Journal of Islamic Marketing, 11(5), 1055-1071. doi:http://dx.doi.org/10.1108/JIMA-01-2019-0014

Khalid, N. R., We, C. A. C., & Mokhtaruddin, S. A. (2021). Product Positioning as a Moderator for Halal Cosmetic Purchase Intention. Iranian Journal of Management Studies, 14(1), 39-60. doi:http://dx.doi.org/10.22059/ijms.2020.279978.673617

Khan Mubbsher, M., Asad, H., & Mehboob, I. (2017). Investigating the consumer behavior for halal endorsed products: Case of an emerging Muslim market. Journal of Islamic Marketing, 8(4), 625-641. doi:10.1108/JIMA-09-2015-0068

Kurniawati, D. A., & Hana, S. (2019). Awareness level analysis of Indonesian consumers toward halal products. Journal of Islamic Marketing, 11(2), 531-546. doi:http://dx.doi.org/10.1108/JIMA-10-2017-0104

Minbashrazgah, M. M., Maleki, F., & Torabi, M. (2017). Green chicken purchase behavior: the moderating role of price transparency. Management of Environmental Quality, 28(6), 902-916. doi:http://dx.doi.org/10.1108/MEQ-12-2016-0093

Moon, M. A., Khalid, M. J., Awan, H. M., Attiq, S., Rasool, H., & Kiran, M. (2017). Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach. Spanish Journal of Marketing - ESIC, 21(2), 73-88. doi:https://doi.org/10.1016/j.sjme.2017.07.001

Mostafa Fawzy, Z., Hazem Rasheed, G., & Nermine El, E. (2022). Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country. Sustainability, 14(10), 5868. doi:https://doi.org/10.3390/su14105868

Omotayo, F. O., & Adeyemi, R. O. (2018). DETERMINANTS OF CONTINUANCE INTENTION TO USE ONLINE SHOPS IN NIGERIA. Journal of Internet Banking and Commerce, 23(2), 1-44.

Ruangkanjanases, A., Sermsaksopon, T., & Simamora, B. H. (2019). Determinants of purchase intention toward halal packaged food from non-muslim manufacturers: A comparative study of Muslim in Thailand and Indonesia. International Journal of Research in Business and Social Science, 8(5), 33-41. doi:http://dx.doi.org/10.20525/ijrbs.v8i5.312

Sekaran, U., & Bougie, R. (2016). Research methods for business : a skill-building approach. John Wiley & Sons Ltd., Seventh Edition.

Shim, J., Moon, J., Song, M., & Lee, a. W. S. (2021). Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic. Sustainability, 13(4), 1758. doi:http://dx.doi.org/10.3390/su13041758

Song, Y., Guo, S., & Zhang, M. (2019). Assessing customers' perceived value of the anti-haze cosmetics under haze pollution. Sci Total Environ, 685, 753-762. doi:10.1016/j.scitotenv.2019.06.254

Soon Jan, M., & Wallace, C. (2017). Application of theory of planned behaviour in purchasing intention and consumption of Halal food. Nutrition & Food Science, 47(5), 635-647. doi:10.1108/NFS-03-2017-0059

Sudarsono, H., Ash Shidiqie, J. S., & Tumewang, Y. K. (2021). THE IMPACT OF RELIGIOSITY AND KNOWLEDGE ON THE INTENTION OF YOUNG MUSLIM GENERATION TOWARD HALAL TOURISM IN INDONESIA. Tourism and hospitality management, 27(2), 255-272. doi:http://dx.doi.org/10.20867/thm.27.2.2

Suhartanto, D., Dean, D., Sarah, I., Hapsari, R., Amalia, F., & Suhaeni, T. (2020). Does religiosity matter for customer loyalty? Evidence from halal cosmetics. Journal of Islamic Marketing, ahead-of-print. doi:10.1108/JIMA-03-2020-0069

Suparno, C. (2020). Online purchase intention of halal cosmetics: S-O-R framework application. Journal of Islamic Marketing, ahead-of-print. doi:10.1108/JIMA-09-2019-0192

Tenkasi Ramkrishnan, V., & Zhang, L. (2018). A Test of the Theory of Planned Behavior: Influencing Behavioral Change to go “Green” ☆Both authors contributed equally. The ordering of authors is alphabetical. In Research in Organizational Change and Development (Vol. 26, pp. 127-165): Emerald Publishing Limited.

Tran, A. H. (2017). CONSUMERS BEHAVIOR TOWARDS GREEN PURCHASE INTENTION. Aktual'ni Problemy Ekonomiky = Actual Problems in Economics(188), 151-158.

Vanany, I., Soon Jan, M., Maryani, A., & Wibawa Berto, M. (2019). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507-521. doi:10.1108/JIMA-09-2018-0177

Velnampy, T., & Achchuthan, S. (2016). Green consumerism in Sri Lankan Perspective: An Application and Extension of Theory of Planned Behavior. Advances in Management and Applied Economics, 6(5), 39-66.

Wang, Y.-F., & Wang, C.-J. (2016). Do psychological factors affect green food and beverage behaviour? An application of the theory of planned behaviour. British Food Journal, 118(9), 2171-2199. doi:10.1108/bfj-12-2015-0469

Wilkins, S., Butt Muhammad, M., Shams, F., & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-1331. doi:10.1108/JIMA-11-2017-0132




DOI: http://dx.doi.org/10.32497/ab.v23i3.4179

Refbacks

  • There are currently no refbacks.


View My Stats