A Study on Non-Muslim Consumers' Purchase Intention of Halal Food in Korea

• 영문명: A Study on Non-Muslim Consumers' Purchase Intention of Halal Food in Korea
• 발행기관: People & Global Business Association
• 저자명: Tulsi Paudel Wen Ya Li Yeong Gug Kim Yunho Ji
• 간행물 정보: 『Global Business and Finance Review』Vol.29 No.2, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.03.30

영문 초록

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model combines halal awareness with the existing model of goal-directed behavior (MGB) variables and examines the moderating effect of word of mouth (WOM). Findings: The results indicated that attitudes, positive anticipated emotions, perceived behavioral control, and halal awareness influenced non-Muslim consumers' desire to purchase halal foods. Desire and halal awareness also predicted purchase intentions. Moreover, word of mouth (WOM) had a significant moderating effect on the desire to purchase intentions of halal foods. Research limitations/implications: The results of this study can be utilized in managing the halal food business by providing information on non-Muslim consumer characteristics. Originality/value: This study aims to provide implications for the globalization of halal food by identifying specific variables that affect the halal food consumption behavior of non-Muslim consumers.

목차

I. Introduction

II. Literature Review

III. Methods

VI. Conclusions

References

키워드

Halal food Non-Muslim consumer Model of goal-directed behavior Purchase intention Word of mouth South Korea