Influence of customer intention on patronizing halal logo in the food premises of Malaysia

PurposeThis study aims to examine attitude, perceived behavioral and religiosity that influence Muslim consumers' intention in patronizing at food premises with halal logo.Design/methodology/approachThe data were collected from 450 respondents on random sampling basis. Quantitative analysis was conducted using SEM SMARTPLS version 3.3.FindingsBased on the findings gathered using PLS analysis with n = 450, it was indicated that attitude, perceived behavioral control and religiosity significantly influence Muslim consumers' intention on patronizing at food premise with halal logo.Research limitations/implicationsThe data collection for the present study was limited to the respondents in Kuala Lumpur among Muslim consumers, and limited to 450 sample sizes.Practical implicationsThe presence of halal logo should be crucial in attracting consumers due to the comprehensive meaning it brings.Social implicationsIn the context of food premises, the results of the research suggest that the halal logo shown by the food premise seems to operate significantly in attracting Muslim consumers toward the food premises. Muslim consumers need to be nourished by proper Islamic teachings and have a good understanding of halal principle.Originality/valueThe halal logo of food premise concerns the Muslims. Muslim consumers are relying on surrogates in selecting the alternatives for packaged goods in Islamic marketing literature. However, it is little known how Muslims use indicators to select food premises when there is no halal logo.