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Factors contributing toward customer intention to buy food at non-halal
certified restaurants – a study in northern region of Peninsular Malaysia
Mohamad Firdaus Halimi Bin Mohamad
Dr. Abdul Hafaz Bin Ngah
Bachelor of Management (Maritime)
School of Maritime Business and Management
Islamic principles stressed out the importance of consuming clean and healthy food
on daily basis except in case of dire necessity. In compliance to Islamic principles,
Muslim need to consume halal foods, however, as reported by Malaysian Digest
website in 2014, there are still Muslim customers who buy foods at non-halal certified
restaurant. Hence, the purpose of this study is to investigate the factors contributing
towards customer intention to buy food at non-halal certified restaurants. Using the
Theory of Planned Behaviour (TPB) model with addition of external factors of food
quality and word of mouth, this study will try to identify the factors that affected
customer intention to buy food at non-halal certified restaurants. By adapting
purposive sampling method, a sample size of 201 Muslim customers was agreed to be
the respondents from five different shopping malls in Kedah, Penang and Perak. The
findings indicate that attitude and food quality have positive relationship toward
intention to buy foods at non-halal certified restaurants meanwhile perceived
behaviour control, subjective norm and word of mouth was found as not a significant
factor. The results of the study could be a big help for Halal certified restaurants to
develop a new marketing strategy to attract more customers in the future.
1568 | UMT UNDERGRADUATE RESEARCH DAY 2018