Open AccessNon-Muslim Consumers Online Purchase Intention towards Halal Food in Manila
Author(s) -
Racquel Untalan Cruz,
Rico A. Billanes
Publication year - 2021
Publication title -
indonesian journal of halal research
Language(s) - English
Resource type - Journals
eISSN - 2657-0165
pISSN - 2656-3754
DOI - 10.15575/ijhar.v3i2.12757
Subject(s) - business , advertising , quality (philosophy) , risk perception , marketing , food products , psychology , perception , food science , philosophy , chemistry , epistemology , neuroscience
The purpose of this paper is to determine and investigate the online purchase intention among Filipino non-Muslim consumers towards Halal food. The fact could be explained by the increased number of consumers who were ready to purchase Halal products. Aside from Muslims, who expends Halal products due to devout obligations, it is understood that non-Muslims have also started eating halal food. Utilizing multiple regression analysis, four models were tested and perceived risk, trust and confidence, website design quality, and online shopping enjoyment have been explored in this study to investigate the influence of Halal food towards online purchase intention among non-Muslim consumers using quantitative research method. Perceived Risk has been identified to be the most significant in predicting factors in an online purchase intention of Halal food. Furthermore, future studies are suggested to include additional variables such as consumers’ habits and knowledge of halal food