The Influence of Halal Knowledge and Attitude on Purchase Attention of Halal Food: A Case Study in Sabah, Malaysia

Abstract

This study aims to evaluate the Muslim community in Kota Kinabalu, Sabah, Malaysia, regarding their knowledge and attitudes toward halal products and how they relate to buying halal food products. A questionnaire was filled out by 390 respondents in total. The survey was given out in person or online (via email or a Google Form). Descriptive analysis and the correlation test were used to analyse the data. Findings from this study revealed that the majority of respondents demonstrated an acceptable understanding and attitude toward halal concepts and their food applications. Knowledge and attitude towards halal also showed a significant positive correlation toward intention to buy halal food products (p<0.05). In conclusion, a consumer's attitude and level of understanding greatly influence their propensity to buy halal products. Therefore, in order for the halal business to continue growing, the authorities must constantly create awareness and promote halal products.