Consumer behaviour of online intention to purchase during Covid-19 pandemic: the role of religiosity and trust from perspective of theory of planned behavioural

Today, the halal food product from manufacturing industry is a new economy source that contributes to Malaysia's GDP on average of 8.1% per annum. This industry has contributed about RM30.6 billion in 2020 and is estimated to continue up to RM50 billion in 2025. Even so, the Covid-19 pandemic has had an impact on the industry since 2020. It is likely that there will be an impact on the production of halal food products as well as on the demand rate of its consumers. Therefore, it is the intention of this study to examine some of that impact from the perspective of consumers who buy online from several institutions of higher learning. This study was examined the relationship between the religiosity, trust, attitude, subjective norm, perceived behavioral control and the intention to purchase halal food products. The method of data collection had been used was simple random sampling. And the data was gathered through online survey questionnaires from 155 respondents in four public universities in northern region. There were five hypotheses proposed. The results of the study concluded only three hypotheses were supported where trust, attitude and subjective norm are factors that have significant in relation towards the intention to purchase halal food products. Therefore, positively these results can be a such direction for local halal food manufacturers to improve their business strategies especially during pandemic of infection