Beyond Cultural Aspects: Understanding Non-Muslim Consumers’ Halal Purchase Behavior through the Extended Theory of Planned Behavior

HRMARS - Purpose: This research aims to examine the factors which influence the intentions and purchasing decisions of non-Muslim consumers regarding halal food in Indonesia by expanding the Theory of Planned Behavior (TPB). Design/methodology/approach: This study employed a quantitative approach utilizing convenience sampling and involved 309 non-Muslim respondents from various provinces in Indonesia. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques. Findings: The research findings indicate that attitude, subjective norms, perceived behavioral control, and cultural factors significantly influence purchase intentions. Purchase intention emerges as the strongest predictor of purchasing decisions and serves as the primary mediator linking all TPB variables and cultural factors to purchasing decisions. Cultural factors also exert a direct influence on purchasing decisions, demonstrating their dual role as both direct and indirect determinants in the purchasing behavior of halal food by non-Muslim consumers. Research limitations/implications: The cross-sectional design of the study and the use of non-probability sampling limit the generalizability of the findings. The sample is also predominantly composed of respondents from West Papua and students. Future research is recommended to employ probability sampling and to expand cross-cultural comparisons to ensure a more proportional representation across regions, age groups, and occupations. Practical implications: The findings of the research highlight the importance of demand for halal food among non-Muslim consumers is increasing as halal is perceived as safe, clean, and trustworthy. Purchase intention rises with positive attitudes, supportive social norms, and accessible halal information. Cultural factors further shape both intention and decision through local traditions and levels of acculturation. Strengthening collaboration between businesses and institutions such as Assessment Institute for Foods, Drugs, and Cosmetics, Indonesian Ulema Council (LPPOM MUI) and Halal Product Assurance Organizing Agency (BPJPH), Ministry of Religious Affairs, Republic of Indonesia is essential to build trust and support a more inclusive halal market. Originality/value: This research expands the Theory of Planned Behavior framework by integrating cultural factors as a primary antecedent of halal purchasing behavior among non-Muslim consumers. The study provides a novel theoretical contribution to cross-cultural consumer behavior research and offers practical insights for the development of more inclusive and culturally sensitive halal marketing strategies.