Convincing Consumers Purchase Intention Using Halal Credence: A Mediating Role Of Attitude Towards Halal

Purpose ─ This paper aims to analyse the effect of Halal Credence on Halal Purchase Intention using Attitude Towards Halal as mediating variable because the demand of Halal food product increases recently.Design/methodology/approach ─ Data were collected from 170 Muslim and Non-Muslim consumers in Indonesia. Covariance-based structural equation modelling was applied to evaluate the association between Halal Credence, Attitude Towards Halal, Halal Food Awareness and Purchase Intention.Findings ─ This study reveals that the Halal Credence has a positive effect on Halal Purchase Intention and Attitude Towards Halal. Attitude Towards Halal has as positive effect on Halal Food Awareness but does not affect Halal Purchase Intention and does not act as mediating variable.Practical implications ─ This study provides an additional study on the topic of halal consumer behaviour, especially by showing an empirical result from Indonesia as the largest Muslim country with large number of MSEs. Keywords: Halal food product; Halal marketing; Halal credence; Attitude towards Halal; Halal food awareness; Halal consumer behaviour; MSEs