Antecedents of Consumers’ Behavior towards Halal Food among Jordanian Customers: A Structural Equation Modeling (SEM) Approach

Firas Jamil Al- Otoum, Rawan.S. Nimri


The Halal concept has been a major element among consumers living in an Islamic country like Jordan. This study aimed to examine the relationships between the antecedents of consumers’ intention and consumers’ behavior towards Halal Food in Jordan, and the mediating effect of consumers’ intention (INT) in the relationship between perceived behavior control (PBC) and actual consumer behavior (ACT) towards Halal Food. A total of 250 consumers completed a survey that was conducted at middle locations in the capital of Jordan (Amman). The study used the structural equation modeling (SEM) techniques (Amos 20.0) to evaluate the casual model and the confirmatory Factor Analysis (CFA) to examine the reliability and validity of the measurement. Results of the study demonstrated the strong predictive power and explained the consumers’ behavior in Jordan. These result demonstrated the ability of the original Theory of Planned Behavior (TPB) model to explain consumer’s behavior towards Halal Food in Jordan. The findings highlighted that the relationship between consumers’ attitude and subjective norm were significant and positive on consumers’ intention, and consumers’ intention on consumers’ behavior was found to be significant with a positive relationship. And one hypothesis resulted in an insignificant relationship namely; perceived behavior control and consumers’ intention. Moreover, intention was found to have no mediating effect.

Keywords: Theory of Planned Behavior (TPB) consumers’ attitude, subjective norm, perceived behavior control, intention and consumers’ behavior, Jordan.

Field: Marketing

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