Understanding the dynamics of Muslim consumer behavior: unraveling the threads of awareness, perception, and purchasing intentions

Purpose This study aims to investigate and understand the purchasing intentions and behaviors of Indian Muslim consumers toward halal products. Specifically, it seeks to explore how consumer awareness, perceptions and attitudes influence the purchasing intentions of Indian Muslim consumers regarding halal items. Design/methodology/approach Data were collected via a self-questionnaire from consumers of halal products in India, with a sample of 550 consumers. This study used a structural equation model technique to analyze these data. Findings The descriptive analysis demonstrated high religious awareness, positive perceptions, favorable attitudes, strong intentions to purchase and corresponding buying behavior among respondents. Structural equation modeling validated the proposed model, with goodness-of-fit indices falling within acceptable ranges. Significant relationships were found between religious awareness, attitude and purchase intention. There was no apparent connection between perception and purchase intention. Practical implications The study contributes insights for businesses and policymakers striving to accommodate distinct requirements and inclinations of Muslim consumers in India, emphasizing the importance of targeted marketing and educational initiatives. Originality/value This study may be the first to examine consumers’ purchasing habits for halal products in India’s retail market. The study’s conclusions are significant for Islamic and halal product marketing.