What Factors Determine the Purchase Intention of H. alal ¯ Products by Porto-Muslim Consumers?

Authors

  • Nasir Ahmad Católica Porto Business School - Universidade Católica Portuguesa
  • Susana Costa e Silva Católica Porto Business School - Universidade Católica Portuguesa & CEGE
  • Paulo Duarte NECE - Research Centre in Business Sciences - Universidade da Beira Interior
  • Fabio Shimabukuro Sandes CICANT Universidade Lusófona

Keywords:

Halal Product, Halal Market, Muslim consumer, Purchase intention

Abstract

Living in a foreign country poses a series of challenges for immigrants. Specifically, in the Muslim population, there are cultural and religious characteristics that directly impact behavioral consumption habits, which can generate difficulties in the desired behavior of Islamic consumers in foreign countries: the case of consumption of Halal products. Finding Halal products in a country where the Islamic population is small can be a big challenge for these consumers, and it can generate a series of negative consumer perceptions. This study aims to understand the attributes of the Muslim consumer that drive the purchase intention of Halal products in Porto, Portugal, a city where the Muslim community is small, and to identify the main drawbacks faced by these consumers. Quantitative research has been carried out to understand the problems and the opportunities of the Muslim Community in Porto and analyze the drivers that motivate them to buy Halal Products. We used multiple regression analysis to identify the factors affecting the Halal food purchasing behavior of the Muslim Community living in Porto. We have also surveyed the Muslim community living in Porto. The results indicate that the subjective norm has a positive and significant influence on the intention to purchase halal food among Muslims living in Porto. Furthermore, there is evidence of a lack of adequate supply of Halal-certified products in Porto. We expect to contribute to the literature by addressing the challenges Islamic consumers face when living in countries where the Muslim community is small.

Downloads

Published

2021-06-30