The Influence of Religious Commitment on Consumer Decision to Purchase Halal Food via Food Delivery Services

This study investigates the impact of religious commitment on Malaysian customers’ decisions to purchase Halal cuisine via meal delivery apps. The research methodology involved collecting primary data through an electronic questionnaire survey administered to Malaysian consumers with experience using food delivery applications. A total of 213 valid responses were gathered, and descriptive analysis and structural equation modelling were used to analyse them. The findings show that consumers’ decisions to order Halal food delivery are highly influenced by their religious devotion. The decision to purchase Halal food increases by 0.73 standard deviations for every one standard deviation rise in religious devotion. The study also reveals that religious commitment accounts for approximately 53% of the variance in the decision to purchase Halal food, underscoring its importance in shaping consumer behaviour. These findings align with previous research on the influence of religiosity on Halal food purchasing. Therefore, food delivery companies should develop tailored marketing strategies that cater to the specific needs of religious consumers, including the presence of halal certificates and logos, adherence to Islamic dietary laws, and clear communication regarding the food’s halal status. This study highlights the significance of considering religious commitment in understanding and targeting the preferences of Malaysian consumers in relation to the delivery of Halal food. By addressing the unique requirements and concerns of religious consumers, food delivery companies can effectively serve this growing market segment.