หัวข้อวิจัย ปัจจัยที่มีอิทธิพลต่อการตัดสินใจซื้ออาหารฮาลาลของชาวมุสลิมและที่ไม่ใช่มุสลิมในประเทศไทย 

คณะนักวิจัย ดร.เทา ลู

ดร.ปิยะนุช ปรีชานนท์

หน่วยงานที่รับผิดชอบ คณะพาณิชยศาสตร์และการจัดการ มหาวิทยาลัยสงขลานครินทร์ วิทยาเขตตรัง 

ปีที่ได้รับงบประมาณ 2556

 

การปฏิบัติในปัจจุบันและแนวโน้มในออนาคตของโรงแรมตามหลักการฮาลาลในประเทศไทย

คณะนักวิจัย  ดร.เทา ลู1

ดร.ปิยะนุช ปรีชานนท์1

 

Factors Affecting Purchase intention of Halal Food among the Muslim and non-Muslim in Thailand

ABSTRACT

Purpose – The purpose of this study is to identify and determine the connection of various factors with Halal purchase intention. The examined factors consist of religious belief, religious commitment, religious self-identity, Halal awareness, Halal food quality, Halal brand, Halal certification, and promotion. This study also aims to investigate the homogeneity and heterogeneity of the factors and their impacts on Halal food purchase intention across religious through comparing Muslims and Non-Muslim. 

Design/methodology/approach – A total of 400 respondents were selected from four provinces in southern Thailand to examine the relationship between the eight factors and purchase intention of Halal food. Among the 400 respondents, 167 are Muslims and 233 Non-Muslim. Data were collected through structured questionnaire with five-point Likert scale. Independent samples t-test, Pearson’s correlation coefficient, and regression analysis were employed to conduct primary analysis.

Findings – The paper draws the findings that Muslims and Non-Muslims are different types of consumer groups in terms of religious belief, religious commitment, and religious self-identity. Besides religion and religiosity, Muslims are also distinguished from Non-Muslims by Halal awareness, Halal food quality, Halal brand, Halal certification, promotion and purchase intention. This study found Muslims have higher purchase intention of Halal food than Non-Muslims. All examined variables are significantly related to purchase attention. The strength of relationships between variables are varied within and between Muslims and Non-Muslims. For Muslim groups, we found that Halal brand and certification are the most powerful two predictors of purchase intention, while promotion are the least. Since consumption of Halal food are religious requirements for Muslims, it is readily understandable that Muslims are more motivated to seek reliability and authenticity in purchasing genuine Halal products or services in a Muslim minority country like Thailand. For Non-Muslim group, promotion, are the strongest predictor of purchase intention, followed by Halal food quality, halal certification, and Halal brand. Halal is connected with high standard of food quality in terms of safety, hygiene and health. It is interesting to notice that Non-Muslims’ religiosity moderately predicts purchase attention. Most of Non-Muslim population in Thailand are Buddhists. The inclusivism of Buddhism may account for the tolerant and accommodating attitude toward Halal food. The proposed multiple regression models were tested and proved significant. The test of multiple regression models has statistically significant results. Through multiple regression analysis, this study found that among Muslim respondents, Halal brand and Halal certification positively and promotion negatively predict value of purchase intention. Among Non-Muslim respondents, religious commitment, Halal food quality, and promotion level significantly predict value of purchase intention. The negative relationships were found between promotion and Muslims’ purchase intention. This may suggest that some promotion techniques may not suitable for Halal food among Muslims.

Originality/value – Previous researches are primarily conducted in Muslim majority countries and targeting at Muslim samples. This study is conducted through a comparison of Muslim and Non-Muslim consumers in a Muslim minority country. The findings contribute to the knowledge by extending current literature. The study clarifies the strategies for Halal food manufacturers and business practitioners as a base for their marketing campaigns. The study also provides a detailed insight into various behavioral, societal and marketing dimensions that guides the customers about their purchase intentions.

Keywords Religiosity, Purchase intention, Religious belief, Religious commitment, Religious self-identity, Halal awareness, Halal food quality, Halal brand, Halal certification, and Promotion.

Paper type Research paper