Intention to purchase Halal food among students

Muhammad Hanif Abdul Hamid, . (2012) Intention to purchase Halal food among students. [Undergraduate Final Year Project Report] (Submitted)

Abstract

The aim of this study is to determine the relationships between attitude, subjective norm, perceive behavioural control, trust and knowledge with intention to purchase halal foods among students. The data was collected in Kelantan, Kuala Lumpur and Selangor. The sample consisted of 100 students as respondent. This study using the correlation on the variable to find out the level of correlation between the independent variables and dependent variable whether there is positive or negative relationship. The result of the study shows that all the independent variables have significant relationship with purchase intention. The study found that attitude has the highest relationships with intention to purchase halal food. The implication, retailer and marketers can focus on ways to develop effective marketing strategies to fulfill values of potential halal food consumers especially among students.

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