Halal literacy and halal product purchase dimension: A preliminary study

Abstract This study aims to do a preliminarily study on Halal literacy and dimensions associated with Halal product purchases among undergraduate students. It is to highlight the importance of Halal literacy and factors associated with purchasing Halal products to establish a kind of Halal lifestyle that influenced Halal value-chain in the future. Halal literacy was measured using 27 test questions. The proportion of correct and incorrect was used as weights in scoring to represent the difficulty items. The scoring result was analyzed with Confirmatory Factor Analysis (CFA). Scores used to classify cases into the low, middle, and upper levels of halal literacy. For the factors associated to halal product purchase, there were ten dimensions named Firmness, Awareness, Assurance, Brand Association, Certainty, Purity, Universal, Mindset, Knowledge, and Conformity were extracted using varimax Factor Analysis from four suggested variables: marketing conceptAwareness, Halal certificateand Religiosity. Based on the results of the study, this paper suggests that Halal literacy and factors that associated with Halal product purchase have a close relationship and an impact towards Halal lifestyle