Consumers purchase intention of recombinant collagen-like protein as halal collagen in Malaysia : mediating role of risk perception

Abstract

This study conducted a mixed-method approach to explore both experts’ and consumers’ perceptions towards the development of recombinant CLP as halal and vegetarian collagen. The experts’ perceptions were explored through interviews, while surveys were conducted to investigate the consumers’ intention to purchase products containing recombinant CLP. The interview outcome demonstrated that the experts have favorable opinions about the development of recombinant CLP as halal collagen. Meanwhile, the consumers’ perception was drawn upon the prospect theory and risk perception framework to investigate their intention to purchase the CLP. Consumers’ attitudes, religiosity, trust, and risk perceptions influence their intention to purchase. The framework also explained the mediating role of consumers’ attitude and risk perception as well as the role of knowledge as a moderator. Five hundred and fifty questionnaires were distributed for the survey and the outcome showed that consumers’ risk perception influences their intention to purchase and mediates the relationship between attitude and purchase intention, as well as the relationship between trust and purchase intention. Meanwhile, religiosity factors did not influence consumers’ risk perception and purchase intention but, attitude does mediate the relationship between religiosity factors and purchase intention. In the meantime, consumers’ knowledge did not moderate the relationship between the factors and consumers’ intention to purchase. This study has opened the door for additional research on topics including the potential of recombinant CLP in the halal industries, the mediating role of attitude and risk perception, and the moderating role of consumer knowledge. Furthermore, initiating CLP as halal collagen can help Malaysia expand its position in the global halal market.