Does Religiosity Really Matter in Purchase Intention of Halal Certified Packaged Food Products? A Survey of Indian Muslims Consumers

The primary aim of this research was to measure the influence of religiosity on the intention of Indian Muslim to purchase halal food products. An extended version of the theory of planned behaviour was used as a framework. Apart from Religiosity, the influence of subjective knowledge of halal was also tested. Data was collected from the Muslim consumers of six districts of Uttar Pradesh, India. The result of structural equation modelling (SEM) showed that religiosity had an indirect influence on purchase intention and subjective knowledge had neither direct nor indirect influence on the purchase intention of Indian Muslims. Except for self-efficacy, all other antecedents of TPB (Theory of Planned Behaviour) had a positive influence on the purchase intention. This is the first study conducted so far on Muslim consumers of India related to halal certified packaged food products. Policy implications have been discussed.