Determinants of halal-food consumption in Indonesia

Purpose: Indonesia has the largest Muslim population in the world and represents a significant global-market opportunity for halal food producers. Surprisingly, halal-food consumption in Indonesia remains under-researched. Thus, this study aims to investigate the factors influencing consumers’ halal-food consumption, using an extended theory of planned behaviour (TPB) model. Design/methodology/approach: Data were collected through a self-administered questionnaire distributed among 418 consumers in Surabaya, Indonesia. Multiple regression analysis was used to describe the TPB relationship and halal-food consumption. Findings: This study successfully extended the TPB to include additional predictors: perceived awareness, habit, religious self-identity (RSI), moral obligations and trust to determine consumers’ intention in halal-food consumption. Attitudes, RSI and moral obligations were significant predictors of intention to consume halal food. Practical implications: The findings can be used by the government and food producers to target specific factors, especially positive attitudes, RSI and moral obligations. Indonesia Ulama Council (Majelis Ulama Indonesia), the food industry and the media play a critical role in sustaining consumers’ positive attitude towards halal-food consumption. It is critical for food manufacturers to tailor their marketing strategies and consider promoting Islamic dietary rules when promoting their food products. Originality/value: To the best of the authors’ knowledge, this study is one of the first attempts to investigate the determinants of halal-food consumption, using an extended TPB in Indonesia.