In the bustling aisles of a supermarket, a myriad of food products vie for your attention. But what influences your decision to reach for a halal-certified product? The answer lies in a psychological model known as the Theory of Planned Behavior (TPB). This theory, applied to various human behaviors, offers valuable insights into consumer behavior, particularly in the context of halal food purchasing.
The TPB suggests that human behavior is guided by three considerations: attitudes towards the behavior, subjective norms, and perceived behavioral control[1]. For instance, when considering purchasing a halal-certified chicken, your attitude might be influenced by your beliefs about the healthiness and ethicality of halal food. The subjective norms could come into play if your family prefers halal food, or if your friends have recommended it. Your perceived behavioral control could be affected by factors such as the availability of halal chicken in your local supermarket and your knowledge of halal dietary laws.
Understanding the Theory of Planned Behavior (TPB)
The TPB is like a compass guiding a ship. It suggests that our actions are not random but are influenced by our attitudes, the norms of our social group, and our perceived ability to perform the behavior. For example, if you believe that eating halal food is good for your health (attitude), and you know that your friends and family also prefer halal food (subjective norms), and you are confident that you can find and afford halal food (perceived behavioral control), you are more likely to choose halal food when shopping or dining out.
This theory has been used to understand a wide range of behaviors, from health behaviors like exercising and quitting smoking to environmental behaviors like recycling. In the context of halal food purchasing, the TPB can help us understand why some consumers consistently choose halal food while others do not.
Halal Food Purchasing: A Consumer Perspective
Halal food, as defined by the Quran, is any food or drink that is permissible according to Islamic law[2]. The Quran specifically mentions the prohibition of certain foods in several verses, such as Sura V, Section 1, Paragraph 3, and Sura VI, Section 18, Paragraph 145-148[3,4]. These dietary laws are not just religious obligations but also a way of life for many Muslims. They influence every food purchase, from the daily grocery run to the choice of restaurant for a family celebration.
For instance, the Quran states in Sura V, Section 1, Paragraph 3: “Forbidden to you (for food) are: dead meat, blood, the flesh of swine, and that on which hath been invoked the name of other than God…”[3]. This verse clearly outlines the types of food that are not halal, and thus, should be avoided by those following a halal diet. This is a clear example of how religious beliefs directly influence the purchasing behavior of consumers.
Application of TPB in Halal Food Purchasing
When we apply the TPB to halal food purchasing, we can start to see why consumers make the choices they do. Let’s consider a health-conscious consumer who believes in ethical eating. They’ve heard that halal slaughter methods are more humane, and that halal food is healthier because it doesn’t contain certain harmful substances. This positive attitude increases their likelihood of purchasing halal food [5].
Now, let’s consider the role of subjective norms. If this consumer is part of a community where halal food is the norm, or if their family and friends prefer halal food, they’re likely to follow suit [6]. This is an example of how social influencescan shape our behaviors, even when it comes to something as personal as our food choices.
Finally, let’s look at perceived behavioral control. If our consumer lives in an area where halal food is readily available, and they’re knowledgeable about halal dietary laws, they’re more likely to purchase halal food [7]. This shows how our perceived ability to perform a behavior can influence whether or not we actually do it.
Case Studies
Several studies have applied the TPB to halal food purchasing. For instance, a study conducted in Malaysia found that attitudes, subjective norms, and perceived behavioral control all significantly influenced halal food purchasing among consumers [8]. This study showed that positive attitudes towards halal food, social pressure to consume halal food, and the ease of obtaining halal food all contributed to the likelihood of purchasing halal food.
Another study conducted in France found similar results, with the addition that perceived behavioral control was the most significant predictor of halal meat consumption [9]. This study suggested that even if consumers have positive attitudes towards halal meat and feel social pressure to consume it, they won’t do so unless they believe they can easily obtain it. These studies highlight the importance of all three components of the TPB in understanding halal food purchasing behavior.
Implications for Halal Food Marketers
For marketers of halal food products, understanding the TPB is akin to having a roadmap. It can guide their strategies, helping them influence consumers’ attitudes, subjective norms, and perceived behavioral control. For instance, they could launch education campaigns to improve attitudes towards halal food, or collaborate with influencers to create positive subjective norms. They could also work on making halal food more accessible, thereby increasing consumers’ perceived behavioral control.
By understanding the factors that influence halal food purchasing behavior, marketers can develop more effective strategies to promote their products. For example, they could highlight the health benefits of halal food to appeal to health-conscious consumers, or emphasize the ethical aspects of halal food production to attract ethically-minded consumers.
Conclusion
In the grand tapestry of consumer behavior, the TPB provides a valuable thread of understanding. By considering attitudes, subjective norms, and perceived behavioral control, we can gain a deeper understanding of why consumers choose to purchase halal food and how to encourage more consumers to do so. It’s like piecing together a puzzle – each piece, each factor, brings us closer to the complete picture.
References
By understanding the Theory of Planned Behavior and its application to halal food purchasing, marketers and producers can better cater to the needs and preferences of their consumers. This understanding can lead to more effective marketing strategies, improved product offerings, and ultimately, increased sales and customer satisfaction.
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. Link
- Quran, Al-Baqarah 2:168. Link
- Quran, Sura V, Section 1, Paragraph 3. Link
- Quran, Sura VI, Section 18, Paragraph 145-148. Link
- Bonne, K., & Verbeke, W. (2008). Religious values informing halal meat production and the control and delivery of halal credence quality. Agriculture and Human Values, 25(1), 35-47. Link
- Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal foodpurchasing. International Journal of Commerce and Management, 21(1), 8-20. Link
- Mukhtar, A., & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108-120. Link
- Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8-20. Link
- Bonne, K., Vermeir, I., Bergeaud-Blackler, F., & Verbeke, W. (2007). Determinants of halal meat consumption in France. British Food Journal, 109(5), 367-386. Link
