Consuming Halal Products: The Dynamics of Trustworthiness, Self-Efficacy and Purchase Intention

This study aims to investigate the factors that affect the purchasing intention of halal products among Malaysian Muslim consumers in East Malaysia. In specific, this study will examine the relationship between trustworthiness, self- efficacy, attitude, subjective norm, perceived behavior control, and purchase intention. Data of this study were collected from 142 consumers from East Malaysia who consume Halal products by using an online questionnaire survey. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This study found that the intention to purchase halal products was influenced by attitude, subjective norm, and perceived behavioral control. Besides, it was found that determinants such as self-efficacy, and trustworthiness have a significant positive impact on attitude, subjective norm, and perceived behavioral control. This study helps marketers and producer to understand the factors that influence East Malaysia consumers to purchase Halal products. Hence, the findings will enhance the marketing strategy on any promotional material that relates to Halal products according to appropriate Halal guidelines.