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 statistical analysis, there was a significant correlation or relationship between attitude and customers’ purchase intention. Based on descriptive analysis performed on the questions that relate to attitude, most of respondents are agree of attitude as one of important variable to the customers’ purchase intention among Non-Muslims. The Cronbach’s Alpha showed the reliability value for all items in the independent variable is acceptable because the score is over 0.70 which is with 0.821. Attitude plays important role in purchasing of Halal food products because without the attitude of customers, there will be no purchasing will be occurring. …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 Intention Hypothesis 2: Subjective norm has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims. The findings showed the subjective norms has a significant relationship with the Non-Muslims purchase intention of Halal food products. The reliability test showed that the items in the questions are acceptable with the Cronbach’s Alpha is 0.789. Subjective norm is a person’s awareness of social pressure regarding performing the behavior, there is very strong common belief that those who committed to their religious group are more liable to normative influences. Hence, it showed that subjective norms the hypothesis because there was a significant value of coefficient in subjective norms and customers’ purchase intention. The p-value is less than 0.05 which is organizational has p-value is 0.008. The respondents thought that subjective norms need to be take an important thing in so that they can be more understand about the Halal food products. ). According to Wilson and Grant (2013), this also can be termed as “perceived social pressure”. This also supports past findings where the authors found significant influence on non-Muslim consumers’ intention to purchase halal food products in different settings (Lada et al., 2010; Norman Azah Anir, 2008; Tanakinjal and Amin, 2010; Wilson and Grant, 2013; Golnaz et al., 2010). 5.2.3 Relationship between Perceived Behavioral Control and Customers’ Purchase Intention Hypothesis 3: Perceived behavioral control has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims. The result showed there is no correlation between …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 statistical analysis, there was a significant correlation or relationship between attitude and customers’ purchase intention. Based on descriptive analysis performed on the questions that relate to attitude, most of respondents are agree of attitude as one of important variable to the customers’ purchase intention among Non-Muslims. The Cronbach’s Alpha showed the reliability value for all items in the independent variable is acceptable because the score is over 0.70 which is with 0.821. Attitude plays important role in purchasing of Halal food products because without the attitude of customers, there will be no purchasing will be occurring. …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 Intention Hypothesis 2: Subjective norm has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims. The findings showed the subjective norms has a significant relationship with the Non-Muslims purchase intention of Halal food products. The reliability test showed that the items in the questions are acceptable with the Cronbach’s Alpha is 0.789. Subjective norm is a person’s awareness of social pressure regarding performing the behavior, there is very strong common belief that those who committed to their religious group are more liable to normative influences. Hence, it showed that subjective norms the hypothesis because there was a significant value of coefficient in subjective norms and customers’ purchase intention. The p-value is less than 0.05 which is organizational has p-value is 0.008. The respondents thought that subjective norms need to be take an important thing in so that they can be more understand about the Halal food products. ). According to Wilson and Grant (2013), this also can be termed as “perceived social pressure”. This also supports past findings where the authors found significant influence on non-Muslim consumers’ intention to purchase halal food products in different settings (Lada et al., 2010; Norman Azah Anir, 2008; Tanakinjal and Amin, 2010; Wilson and Grant, 2013; Golnaz et al., 2010). 5.2.3 Relationship between Perceived Behavioral Control and Customers’ Purchase Intention Hypothesis 3: Perceived behavioral control has a significant relationship with behavioral intention of purchasing halal food products among Non-Muslims. The result showed there is no correlation between …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.,