Predicting purchase behaviour of Indonesian and French Muslim consumers: insights from a multi-group analysis
Purpose – This paper aims to model Muslim consumers’ purchase behaviour that predicts the impacts of behavioural factors of spirituality, emotional value, image, trust and satisfaction on Halal-labelled food products. The model was used among Muslim consumers in Indonesia and France. Design/metho...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Insight
2022
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| Subjects: | |
| Online Access: | http://umpir.ump.edu.my/id/eprint/33521/7/Predicting%20purchase%20behaviour%20of%20indonesian%20and%20french%20muslim.pdf http://umpir.ump.edu.my/id/eprint/33521/ https://doi.org/10.1108/JIMA-05-2021-0169 https://doi.org/10.1108/JIMA-05-2021-0169 |
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| Summary: | Purpose – This paper aims to model Muslim consumers’ purchase behaviour that predicts the impacts of
behavioural factors of spirituality, emotional value, image, trust and satisfaction on Halal-labelled food
products. The model was used among Muslim consumers in Indonesia and France.
Design/methodology/approach – A survey was conducted among Indonesian and French Muslim
consumers who had bought Halal-labelled food products. The model was examined using Partial Least
Squares Structural Equation Modeling (PLS-SEM) with multi-group analysis (PLS-MGA) to test specific
differences between sample groups.
Findings – All proposed hypotheses were accepted, except for the trust in purchasing behaviour. It was not
significantly different in the two sample groups. The linkage from image to purchasing behaviour was not
significantly related to the French sample group, and emotional value did not influence Halal-labelled food
product purchase behaviour in the Indonesian sample group. The MGA results found a significant difference in
spirituality, emotional value image and trust among Indonesian and French Muslim consumers.
Practical implications – The guarantee of Halal food through a Halal label can fulfil the spirituality
of Muslim consumers in carrying out Allah’s (SWT) command to consume Halal food, creating a
product image, trust, satisfaction and emotional value that encourages positive buying behaviour. The
finding shows that Muslim spirituality has extended the Islamic marketing literature to predict Muslim
consumer behaviour. The company can emphasise in advertisements that the Halal-certified logo
reflects the quality of products.
Originality/value – To the best of the authors’ knowledge, this research is among the early study
empirically confirming that spirituality and emotional value are critical domains to p |
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