Abstract:

Purpose - The purpose of this study is to reveal the structural relationship between religiousness, attitude and behavioral intention to buy food labeled products. Method - The examples of the study are made by Muslim consumers living in Germany. The survey technique has been used to reveal the structural relationship. A total of 408 current online surveys were analyzed using the Smart PLS Professional 3.0 software. Bootstrapping technique has been applied for the test of the hypotheses intended to be measured in the research. The structure of the variables, the conformity and the validity of differences are calculated. Finally, the accuracy of the hypotheses was tested with the path analysis. Results - Analysis finds that religiousness has a positive impact on the attitudes and behavioral intentions towards the purchase of food labeled. Analysis also found that the attitudes towards purchasing food labeled products affected behavioral intentions in a similar positive direction. Debate - The study results showed that religiousness directly affects the attitude towards the purchase of lawful food in a meaningful and positive direction. This empirical evidence shows that the level of consumer religiousness is an important determinant in the consumer’s attitude towards the purchase of products labeled ‘Halal food’. In other words, the higher the level of religiousness, the more positive will be the attitude towards the purchase of products labeled with legal foods. This study also revealed that the attitude has a meaningful and positive direct impact on the behavioral intention to buy food labeled products. Based on the results obtained in the study, it demonstrates the importance of in Germany to have legal labels. It can be a useful strategy for with Muslim consumers in the target market to increase their sales, having a legal certificate.

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