Role of Extrinsic and Intrinsic Religiosity on Muslim Consumer Purchase Intention Toward Religiously Sanctioned Food

Differences in religious beliefs can impact the choices people make, the products they select, and the satisfaction they derive from life. Food plays a crucial role in this as it often catalyzes interaction among diverse social and religious groups. For instance, in Islam, dietary laws are clear regarding what is considered Halal (permissible) and Haram (forbidden). Consequently, the surge in demand for halal products has mirrored the expansion of the halal food industry. However, the level of religiosity among Muslims can vary based on their upbringing and exposure to social norms and values. Previous literature has mostly examined religiosity as a determinant of an individual's religious commitment to Halal-certified food products, with very few studies exploring the role of the dimensions of religiosity in influencing consumer purchase intentions for such products. Therefore, this study aims to provide a clear understanding of how various dimensions of religiosity influence the intention of Muslim consumers, especially those living in non-Muslim countries, to purchase halal-certified food products. To achieve this, the study employed an online survey methodology, collecting 291 usable responses from Muslims in China. The research framework used the Theory of Reasoned Action and utilized Smart PLS 4.1.0.2 version and SPSS Statistics Version 27 for data analysis. The findings revealed several significant relationships. The study demonstrated that the intrinsic religiosity of a Muslim consumer has a substantial effect whereas extrinsic religiosity has an insignificant impact on the attitude of a consumer. Moreover, consumer attitude significantly influences the intention of Muslim consumers to purchase religiously sanctioned food. The Country of origin has moderated the relationship between consumer attitude and intention to buy religiously sanctioned food for Muslim consumers living in non-Muslim states. The insights provided by this study are expected to be valuable for policymakers, including government bodies and certification organizations, as well as foreign investors and global marketers, as they seek to develop or revise their strategies for targeting Muslim consumers in non-Muslim states when it comes to halal-certified food products.