Consumers' Purchase Intention toward Halal Food Products: Evidence from Bangladesh

Abstract

Purpose: This research seeks to explore the key psychological and sociocultural drivers behind Bangladeshi consumers' intention to purchase halal food products and builds on an expanded version of the Theory of Planned Behavior to better understand how people’s personal beliefs and the social pressures around them shape their choices when it comes to buying halal food. Design/methodology/approach: This study followed a quantitative route and gathered responses through a structured questionnaire from 205 individuals in Bangladesh. A purposive sampling method was chosen to ensure participants were familiar with the topic. The data were processed using SPSS software. Findings: The findings showed that halal awareness, certification, and social influence (subjective norms) had a strong and statistically significant impact on purchase intention. The findings offer fresh insights into the actual behavioral patterns guiding halal consumption in a culturally rich and religiously aware society like Bangladesh. Research limitations/implications: This study relied on purposive sampling and online data collection, which may not fully represent all consumer groups. It also did not include perceived behavioral control, a key TPB component, which may limit a deeper understanding of practical challenges in accessing halal-certified products in Bangladesh. Practical implications: To enhance consumer confidence, the study suggests expanding public education on halal standards, enlarging the transparency of certification procedures, and engaging local communities in sensitization. To marketers, it is crucial to transcend mere emphasis on religious compliance would be key to appealing to a broader segment of consumers. Originality/value: This study stands out by applying an extended Theory of Planned Behavior framework to halal consumption in Bangladesh—an area rarely addressed despite the country’s Muslim majority.