Impact of Halal Awareness, Personal Intrinsic Religiosity and Country of Origin on Halal Buying Behaviour: A moderation and Mediation Analysis

Abstract

This study aimed to know the impact of halal awareness, personal intrinsic religiosity and country of origin on consumers' halal buying behavior. In this study, consumer attitude plays the role of the mediating variable and halal certification is used as a moderating variable. This study tells about the imported halal products importance in the Pakistan and people halal buying behavior to buy it. The Halal certification plays a role in identifying the consumer attitude toward the imported halal products with the help of halal awareness, personal intrinsic religiosity and country of origin. Research was conducted using the survey-based questionnaire and collected responses from consumers of halal imported products. The data was collected from a total of 316 respondents, which was used in data analysis. The tools used to test the research were SPSS and AMOS. The study's conclusions stated that halal awareness, personal intrinsic religiosity and country of origin impact the consumer attitude towards purchasing halal products. Personal intrinsic religiosity does not have significant on consumer halal buying behavior. Consumer attitude has mediated the relationship between halal awareness, personal intrinsic religiosity and country of origin and consumer halal buying behavior. The study also proved the role of halal certification as moderator between the relationship of personal intrinsic religiosity, country of origin and consumer attitude. The study's implications stated that it was conducted to know the halal buying behavior of Muslim consumers of Pakistan. Marketers can use the study to enhance the halal awareness, personal intrinsic religiosity and knowledge about country of origin to persuade Muslim consumers to buy halal imported products.