Factors affecting consumers' intention to purchase halal nutraceuticals in Kelantan, Malaysia

Abstract

The increasing presence of potentially unsafe nutraceutical products has led to recommendations for consumers to opt for Halal nutraceuticals. Choosing Halal products ensures that they have undergone a rigorous process to ensure their safety and permissibility. This study aims to identify the factors that influence consumers' intention to purchase Halal nutraceuticals. This research focuses on the population in Kelantan, Malaysia, and employs convenience sampling for quantitative analysis. The collected data is then analysed using Partial Least Squares Structural Equation Modelling (PLS SEM). The findings indicate that knowledge affects attitude, which in turn influence their intention to purchase Halal nutraceuticals. Other factors such as attitude, subjective norms, and perceived behavioural control, also affect the consumers' intention to purchase Halal nutraceuticals. However, factors such as religiosity influence on attitude and Halal awareness itself do not significantly impact the intention to purchase Halal nutraceuticals. In conclusion, the results suggest that consumers in Kelantan are more inclined to purchase Halal nutraceuticals when they possess sufficient knowledge about the product, hold positive opinions, receive encouragement from others, and have the means to make the purchase. Therefore, businesses targeting consumers in Kelantan need to prioritise these aspects to appeal to their targeted market.