Are Non-Muslim Consumers Interested in Foods with the Halal Label?

Abstract

This study measures attitudes, subjective norms, and behavioral control influence the intention to buy halal-labelled by non-Muslims. The method used in this research is causality with a quantitive approach. The population in this field were non-Muslim students at Parahyangan Catholic University, and the sampling technique was non-probability sampling with the type of sampling used was convenience sampling of 202 respondents. The limitation of this study lies in the respondents who are Catholic Christians only and without involving other religions. The data analysis technique used is Patrial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that attitude and behavior control had a positive and significant effect on purchase intention. Meanwhile, subjective norms did not affect purchase intentions. This research is expected to provide benefits for various parties, especially food producers, to get the MUI halal label because the more non-Muslim people who come here are increasingly aware of the goodness of halal food for the body for a healthy life.