Applying the Theory of Planned Behavior (TPB) in halal food purchasing

Purpose In this study, Ajzen's Theory of Planned Behavior is used as a theoretical framework with the aim of extending prior research examining halal food purchasing behavior in Malaysia. Design/methodology/approach Data are collected through self‐administered questionnaires. This paper uses multiple regression analysis to identify the factors affecting halal food purchasing behavior of Malaysian consumers. Findings The multiple regression analysis results indicate that all factors have positive and significant influence on halal food purchasing intention. Research limitations/implications Like other empirical studies, this study is not without its limitations. The sample size itself is relatively small. The…