Determinant Factors Of Consumers’ Intention To Eat At Halal Certified Restaurant
Growing Muslim population indirectly indicates that the demand for Halal foods, products, banking, logistics and others continue to expel thus creating demand for Halal certified restaurant as well. The small numbers of the Halal certified restaurants and misleading sign of “pork free” and “no pork” restaurant asrevealed by JAKIM indirectly indicate that Malaysian consumers have limited choice and insensitive enough to consume atHalal certified restaurant. By adopting Theory of Planned Behavior, this study is trying to identify the consumers’ intention to eat at Halal certified restaurant.Identifying the factors of consumers’ intention to eat at Halal certified restaurant is important to the restaurant owners to comply Halal certification to fulfill the requirement for Halal certified restaurant. It is also essential to the local government authority and JAKIM to enforce all restaurant operators to apply for Halal certification for their premises to avoid misunderstanding betweenHalalcertified restaurant and pork free restaurant among Muslim consumers. By adopting the non-probability sampling method technique convenience, 113 data was gathered from government servants and industrial players. Partial least squares technique of Structural Equation Method approach is used to test the relationship between the research models construct. The findings show that attitude, subjective norm and awarenesswere significant predictorshowever perceived behavioral control is not a significant predictor to consumers’ intention to consume at Halal Certified Restaurant. The findings are also useful information to the local government authority to enforce the compliance of Halal certified restaurant to meet global market demand in future.
Keywords - Theory Planned Behavior, Intention, Perceived Behavioral Control, Subjective Norm, Awareness,Halal food, Halal Certified Restaurant, Partial Least Squares (PLS), Structural Equation Method (SEM)