Determinants of Halal Food Purchasing Behaviour in Brunei Darussalam

Abstract

Halal Certification is not only halal food but also certified for consumption as well as the usage and the ingredients of the food. However, there are a lot of abuses recently relating to halal in term of the logo, especially when it comes to foods and products. Apart from that, some of Muslim consumers living in a Muslim country assume that all the foods and product is Halal by nature unless being told otherwise. The purpose of this study is to examine consumers awareness of Halal Certification (either Halal Permit (Label) or Halal Certification) towards Halal Certified foods in Brunei Darussalam. Another purpose was to investigate the factors and the level of trust that influence the consumer in the acceptance and purchasing behaviour towards Halal Certified Foods in the local premises or supermarket using the Theory of Planned Behaviour (TPB) and Extended Theory of Planned Behaviour – Trust. To achieve the objectives of this, the researcher used a quantitative method in collecting data. The survey question was distributed to the general public, with a focus on Muslim consumers in Brunei Darussalam. Based on a survey of 213 respondent throughout Brunei Darussalam, the results of this study reveal that the Theory of Planned Behaviour – Attitudes, Subjective Norms and Perceived Behavioural Control have positive effect on consumer purchase behaviour towards halal certified foods in Brunei Darussalam. According to the level of awareness of the respondents in this research, positive outcomes showed that majority of them have a high level of awareness. This study also proves that trust have a positive influence in purchasing halal certified foods regardless the seller is Muslim or not or the foods is from Muslim or non-Muslim country.