The Effect of Knowledge, Food Safety and Lifestyle Towards Consumers' Purchase Intention of Halal Food at Restaurants

Abstract

This paper further extends the purchase intention study on Halal food at restaurants by applying the Theory of Planned Behaviour (TPB), thus contributing to the body of knowledge and literature on Halal food study. The main objective of this paper is to investigate the effect of knowledge, food safety, and lifestyle in influencing individuals' intention to purchase Halal food at restaurants. A survey was conducted on 362 Muslim and non-Muslim customers in Klang Valley. The data analyzed made use of the Statistical Package for Social Sciences (SPSS) and Partial Least Square – Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0. The result revealed that knowledge, food safety and lifestyle were significant and positively affected one's intention to purchase Halal food at the restaurant. The implication of this study benefits marketers and restaurant owners or managers as the findings would help them formulate and pursue relevant marketing strategies for their restaurant promotional activities.