The effect of knowledge about halal and Islamic religiosity on attitude toward halal label

Hendy Mustiko Aji

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Abstract

Halal label becomes the trend in Muslim lifestyle. It is aimed to separate halal from haram products. Muslim market is very huge. In Indonesia, Muslim dominating the total population approximately 80%. Many Muslims in Indonesia refused to purchase or consume the products that are not halal certified. Therefore, many believed that halal is a very huge business. Several previous researchers have already conducted study on what are the factors affecting attitude toward halal label. However, there are very few who researched Muslim’s knowledge about halal process and procedures and how it is affecting attitude toward halal label. Previous researchers also conducted the test on the effect of religiosity on attitude, however, most of them measure religiosity by Christian religiosity instrument. This research purposed to examine the effect of knowledge and Islamic religiosity on attitude toward halal label. There are 186 usable data that are dominated by male. Structural Equation Modeling (SEM) was used to test the model and hypotheses. It is found that knowledge has significant effect on Islamic religiosity and on attitude toward halal label. Interestingly, Islamic religiosity is not found significantly affecting attitude toward halal label.

Keywords

religiosity knowledge attitude halal label

References

Abd Rahman, A.; Ab Rahman, S.; and Asrarhaghighi E. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention, Journal of Islamic Marketing, 6(1), p. 148-163.
Abdul, M.; Ismail, H.; Hashim, H.; Johari, J. (2009). Consumers decision making process in shopping for halal food in Malaysia, China-USA Business Review, 8(9), pp. 40-47.
Allport, G.W. and Ross, J.M. (1967). Personal religious orientation and prejudice, Journal of Personality and Social Psychology, 5, pp. 447-457.
Al-Hyari, K.; Alnsour, M.; and Al-Weshah, G. (2012). Religious beliefs and consumer behavior: from loyalty to boycotts, Journal of Islamic Marketing, 3(2), pp. 155-174.
Badan Pusat Statistik. (2010). Penduduk menurut wilayah dan agama yang dianut, <http://sp2010.bps.go.id/index.php/site/tabel?tid=321>, viewed September 2016.
Bagozzi, R. and Yi, Y. (1988), On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1), pp. 74-94.
Bush Telegraph. (2014). What's the big fuss about Halal certification? <http://www.abc.net.au/radionational/programs/bushtelegraph/halal/5843904>, viewed September 2016.
El-Menouar, Y.; and Stiftung, B. (2014). The Five Dimensions of Muslim Religiosity. Results of an Empirical Study, methods, data, analyses, 8(1)., pp. 53-78.
Hair, J., Black, W., Babin, B., and Anderson, R. (2009). Multivariate data analysis (7th ed.): Prentice-Hall, Inc. Upper Saddle River, NJ, USA.
Knight, J.G., Mitchell, B.S. and Gao, H. (2009). Riding out the Muhammad cartoons crisis: contrasting strategies and outcomes, Long Range Planning, 42(1), pp. 6-22.
Lada, S., Tanakinjal, G.H. and Amin, H. (2009). Predicting intention to choose Halal products using theory of reasoned action, International Journal of Islamic and Middle Eastern Finance and Management, 2(1), pp. 66-76.
Mashitoh, A.S.; Norhayati Rafida, A.R.; Alina, A.R. (2013). Perception toward Halal awareness and its correlation with halal certification among Muslims, Middle- East Journal of Scientific Research, 13, pp. 1-4.
Mukhtar, A. and Butt, M.M. (2012). Intention to choose halal products: the role of religiosity, Journal of Islamic Marketing, 3(2), pp. 108-120.
Muhammad, N, Leong, V.S., and Mizerski, D. (2016). Consumer knowledge and religious ruling on products: Young Muslim consumers perspective, Journal of Islamic Marketing, 7(1), pp. 74-94.
Mohamed, Z.; Rezai, G.; Shamsudin, M.D.; Chiew F.C., E. (2008). Halal logo and consumers’ confidence: What are the important factors?, Economic and Management Technology Review, 3, pp. 37-45.
Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior research, International Business Research, 2(3), pp.75–84.
Othman, B.; Shaarani, S.M.; and Bahron, A. (2012). The potential of ASEAN in Halal certification implementation: A review, Pertanika Journal of Social Sciences and Humanities, 24(1), p. 1-24.
Salehudin, I and Luthfi, B.A. (2011). Marketing impact of halal labeling toward Indonesian Muslim consumer’s behavioral intention, Asean Marketing Journal, 3(1), pp. 35-44.
Soesilowati, E.S. (2010). Business opportunities for halal products in the global market: muslim consumer behavior and halal foods consumption, Journal of Indonesian Social Sciences and Humanities, 3, p. 151-160.
White, G.R.T.; and Samuel, A. (2015). Fairtrade and Halal Food Certification and Labeling: Commercial Lessons and Religious Limitations, Journal of Macromarketing, pp. 1-12.
Worthington, E. L., Jr. (2003). Understanding the values of religious clients: A model and its application to counseling, Journal of Counseling Psychology, 35, 166– 174.
Yusof, F.A.M., Yusof, R.N.R. and Hussin, S.R. (2015). Halal food supply chain knowledge and purchase intention, International Journal of Economics and Management, 9(S), pp.155–172.

References

Abd Rahman, A.; Ab Rahman, S.; and Asrarhaghighi E. (2015). Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention, Journal of Islamic Marketing, 6(1), p. 148-163.

Abdul, M.; Ismail, H.; Hashim, H.; Johari, J. (2009). Consumers decision making process in shopping for halal food in Malaysia, China-USA Business Review, 8(9), pp. 40-47.

Allport, G.W. and Ross, J.M. (1967). Personal religious orientation and prejudice, Journal of Personality and Social Psychology, 5, pp. 447-457.

Al-Hyari, K.; Alnsour, M.; and Al-Weshah, G. (2012). Religious beliefs and consumer behavior: from loyalty to boycotts, Journal of Islamic Marketing, 3(2), pp. 155-174.

Badan Pusat Statistik. (2010). Penduduk menurut wilayah dan agama yang dianut, <http://sp2010.bps.go.id/index.php/site/tabel?tid=321>, viewed September 2016.

Bagozzi, R. and Yi, Y. (1988), On the evaluation of structural equation models, Journal of the Academy of Marketing Science, 16(1), pp. 74-94.

Bush Telegraph. (2014). What's the big fuss about Halal certification? <http://www.abc.net.au/radionational/programs/bushtelegraph/halal/5843904>, viewed September 2016.

El-Menouar, Y.; and Stiftung, B. (2014). The Five Dimensions of Muslim Religiosity. Results of an Empirical Study, methods, data, analyses, 8(1)., pp. 53-78.

Hair, J., Black, W., Babin, B., and Anderson, R. (2009). Multivariate data analysis (7th ed.): Prentice-Hall, Inc. Upper Saddle River, NJ, USA.

Knight, J.G., Mitchell, B.S. and Gao, H. (2009). Riding out the Muhammad cartoons crisis: contrasting strategies and outcomes, Long Range Planning, 42(1), pp. 6-22.

Lada, S., Tanakinjal, G.H. and Amin, H. (2009). Predicting intention to choose Halal products using theory of reasoned action, International Journal of Islamic and Middle Eastern Finance and Management, 2(1), pp. 66-76.

Mashitoh, A.S.; Norhayati Rafida, A.R.; Alina, A.R. (2013). Perception toward Halal awareness and its correlation with halal certification among Muslims, Middle- East Journal of Scientific Research, 13, pp. 1-4.

Mukhtar, A. and Butt, M.M. (2012). Intention to choose halal products: the role of religiosity, Journal of Islamic Marketing, 3(2), pp. 108-120.

Muhammad, N, Leong, V.S., and Mizerski, D. (2016). Consumer knowledge and religious ruling on products: Young Muslim consumers perspective, Journal of Islamic Marketing, 7(1), pp. 74-94.

Mohamed, Z.; Rezai, G.; Shamsudin, M.D.; Chiew F.C., E. (2008). Halal logo and consumers’ confidence: What are the important factors?, Economic and Management Technology Review, 3, pp. 37-45.

Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior research, International Business Research, 2(3), pp.75–84.

Othman, B.; Shaarani, S.M.; and Bahron, A. (2012). The potential of ASEAN in Halal certification implementation: A review, Pertanika Journal of Social Sciences and Humanities, 24(1), p. 1-24.

Salehudin, I and Luthfi, B.A. (2011). Marketing impact of halal labeling toward Indonesian Muslim consumer’s behavioral intention, Asean Marketing Journal, 3(1), pp. 35-44.

Soesilowati, E.S. (2010). Business opportunities for halal products in the global market: muslim consumer behavior and halal foods consumption, Journal of Indonesian Social Sciences and Humanities, 3, p. 151-160.

White, G.R.T.; and Samuel, A. (2015). Fairtrade and Halal Food Certification and Labeling: Commercial Lessons and Religious Limitations, Journal of Macromarketing, pp. 1-12.

Worthington, E. L., Jr. (2003). Understanding the values of religious clients: A model and its application to counseling, Journal of Counseling Psychology, 35, 166– 174.

Yusof, F.A.M., Yusof, R.N.R. and Hussin, S.R. (2015). Halal food supply chain knowledge and purchase intention, International Journal of Economics and Management, 9(S), pp.155–172.

The effect of knowledge about halal and Islamic religiosity on attitude toward halal label

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