Abstract:

In the field of consumer behavior, religion is considered as an important cultural element. It influences consumers’ beliefs, values, and behavior. Religion can play an important role in deciding food purchases and establishing food habits as seen in the Muslim consumption of halal food. This created an increase in the interest in Muslim consumers and the Islamic market. This interest is due to the rise in buying the power of Muslim consumers, an increase in their disposable income and a growing number of successful Muslim entrepreneurs. This study responds to the demand for more research in the area of Islamic marketing and contributes to the growing pool of data available for marketers and managers for planning future marketing strategies. It also addresses the subject of Muslim consumers and halal food in Japan, in response to the global halal phenomenon. The main objective of this study is to analyze intentions and attitude towards the consumption of halal food using the Theory of Planned Behavior (TPB.) By outlining the foundations of the Islamic market, it provides information for Japanese businesses to take the first steps in order to formulate effective marketing strategies to target this market. The findings show that Islam is an important factor that influences Muslim consumer decision-making. Results also show that attachment plays a significant role in influencing Muslim consumers’ intention and attitude towards the consumption of halal food.

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