Determinants of Halal Food Purchasing Intention Based on Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB)

Recently, the Muslim food market of over 2 billion people, the Halal market, has emerged as a new blue ocean. According to this importance, this study is designed to identify the determinants of purchase intention and purchase behavior of Halal foods based on rational behavior theory(TRA) and planned behavior theory(TPB). For this purpose, 150 Muslim consumers living in Korea were collected and analyzed using structural equation model, and the following analysis results were derived. First, personal beliefs about Halal products have a positive effect on the subjective norm of Halal food purchasing, but do not directly affect the attitude toward Halal certification. Second, religious beliefs have a direct impact on attitudes toward Halal certification, but not on subjective norms. Third, the attitude toward Halal certification and the subjective norm have a positive effect on the intention to purchase Halal food. Finally, the purchase intention of Halal products has a positive effect on the actual purchase behavior. This study attempted interdisciplinary research applying the theory of reasoned action(TRA) and the theory of planned behavior(TPB) which are mainly used in the field of marketing and psychology to the international management field in order to draw implications for the entry into the Islamic market.