Halal food and non-muslim Indian consumers: understanding the role of trust, attitude and electronic word of mouth in purchase decisions

Purpose Halal food has seen a growing demand in markets beyond the Muslim consumer base. However, research has scarcely sought knowledge concerning the attitudes and trust of non-Muslim consumers. To fill this gap, this research aims to examine the role of halal certification, subjective norms and health consciousness in forming attitudes and trust towards halal food amongst non-Muslim consumers in India. Design/methodology/approach This study used purposive sampling method in gathering data from a total of 410 valid respondents and subsequently analysed the latter using Smart partial least squares structural equation modelling to assess the proposed structural relationships. Findings Results showed all significant direct effects in the proposed model as well as the mediating role of attitudes and trust of non-Muslim consumers. However, electronic word of mouth (eWOM) failed to moderate attitude–purchase intention or trust relationships. Research limitations/implications This study uses trust transfer theory in a novel cultural setting, thereafter providing hands-on implications for halal food firms that desire expansion in non-Muslim-majority countries by indicating trustworthy certification, health advantages and trust-establishing devices. Originality/value This study examines the mechanisms in which halal certification, subjective norms and health consciousness affect purchase intention, with particular focus on the moderating role of eWOM.