5.1 INTRODUCTION
This chapter discussing the results from the chapter 4 and the relationships of independent and dependent variables for this study. In previous chapters the relationship of the variables has been discussed in numerical data, meanwhile for this chapter will discuss the supportive reason of the relationship. There are three independent variables in this study which are the attitude, subjective norms, and perceived behavioral control and one dependent variable which is purchase intention of customers.
5.2 DISCUSSION
5.2.1 Relationship between Attitude and Customers’ Purchase Intention
Hypothesis 1: Attitude has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims.
Through …show more content…
The attitude of consumers is based on their belief and knowledge regarding a certain commodity, which is a result of information integration process and ultimately influences individual’s aim to behave in a certain manner.
There also showed that the first independent variable which is attitude support the hypothesis however with less significant value with 0.043 which is the p-value is more than 0.05.
Mukhtar and Butt (2012), Norazah (2014), and Shah Alam and Nazura (2011) disclosed that attitude hold a significant and positive effect on halal food purchasing intention that greater intention to purchase halal food products is to be drawn from consumers’ positive attitude toward halal food. Consistent with these results was the work of Wan Marhaini et al. (2008) who disclosed that attributes such as ingredients, certified halal logo, and ownership were found to hold significant relationship with consumers’ attitude toward halal food.
5.2.2 Relationship between Subjective Norms and Customers’ Purchase …show more content…
Consumers formulate their own positive effect on how they perceive halal products since some of them give value to not only the quality of the product, but they also consider safety, hygiene and animal welfare. For example, some might think that quality does not count as long as they cannot get what they want. Therefore, non-Muslim consumer’s perceived behavioural control has a slightly positive influence on intention to purchase halal food products in Malaysia. The finding is similar to past studies (e.g. Cutler, 2007; Lindgreen and Hingley, 2009; Nasir et al., 2011; Wilson and Grant, 2013; Golnaz et al.,
This chapter discussing the results from the chapter 4 and the relationships of independent and dependent variables for this study. In previous chapters the relationship of the variables has been discussed in numerical data, meanwhile for this chapter will discuss the supportive reason of the relationship. There are three independent variables in this study which are the attitude, subjective norms, and perceived behavioral control and one dependent variable which is purchase intention of customers.
5.2 DISCUSSION
5.2.1 Relationship between Attitude and Customers’ Purchase Intention
Hypothesis 1: Attitude has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims.
Through …show more content…
The attitude of consumers is based on their belief and knowledge regarding a certain commodity, which is a result of information integration process and ultimately influences individual’s aim to behave in a certain manner.
There also showed that the first independent variable which is attitude support the hypothesis however with less significant value with 0.043 which is the p-value is more than 0.05.
Mukhtar and Butt (2012), Norazah (2014), and Shah Alam and Nazura (2011) disclosed that attitude hold a significant and positive effect on halal food purchasing intention that greater intention to purchase halal food products is to be drawn from consumers’ positive attitude toward halal food. Consistent with these results was the work of Wan Marhaini et al. (2008) who disclosed that attributes such as ingredients, certified halal logo, and ownership were found to hold significant relationship with consumers’ attitude toward halal food.
5.2.2 Relationship between Subjective Norms and Customers’ Purchase …show more content…
Consumers formulate their own positive effect on how they perceive halal products since some of them give value to not only the quality of the product, but they also consider safety, hygiene and animal welfare. For example, some might think that quality does not count as long as they cannot get what they want. Therefore, non-Muslim consumer’s perceived behavioural control has a slightly positive influence on intention to purchase halal food products in Malaysia. The finding is similar to past studies (e.g. Cutler, 2007; Lindgreen and Hingley, 2009; Nasir et al., 2011; Wilson and Grant, 2013; Golnaz et al.,