Factors Influencing Halal Products Purchase Intention in India : Preliminary Investigation

This research investigates consumer purchase intention for halal certified products in India and the motives which influence the consumption behavior of these consumers. Globally, marketers and researchers have discovered a consumer segment that is halal market, with a very high potential. The potential of global halal market, excluding Islamic finance, is USD2.3 tn. As this is a largely untapped market, the current research focuses on understanding India's large Muslim consumers' segment. The study employs a survey instrument based on the ‘Theory of Planned Behavior'. Apart from the three variables of original model, viz. attitude towards behavior, subjective norm and perceived behavior control, religiosity is also considered in the model to check its impact on purchase intention for halal certified products. Hypotheses are tested using correlation and regression analyses. The study finds that attitude and perceived behavior control are the significant and most important factors influencing the purchase intention for halal certified products. On the other hand, it finds that religiosity and subjective norms are insignificant factors, which is against the common sense belief considering the religious connotation of the products in question