Consumer Perceptions of Halal Food as Safer and More Ethical: Evidence from Indonesia and Australia

Imam Kanafi; Susminingsih Susminingsih; Heriyanto; Agus Arwani; Farid Saenong; Ahmad Hanif Muntahal Fahmi

doi:10.15575/ijhar.v8i1.49128

Authors

Imam Kanafi Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Indonesia https://orcid.org/0000-0003-0816-0167
Susminingsih Susminingsih Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Indonesia https://orcid.org/0000-0002-9620-4221
Heriyanto Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Indonesia https://orcid.org/0000-0003-4812-2448
Agus Arwani Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Indonesia https://orcid.org/0000-0001-5522-1749
Farid Saenong Australian National University, Australia https://orcid.org/0000-0002-5069-4392
Ahmad Hanif Muntahal Fahmi Universitas Brawijaya, Indonesia https://orcid.org/0009-0009-1153-4511

DOI:

https://doi.org/10.15575/ijhar.v8i1.49128

Keywords:

ethical values, halal food, moral attitude, religious beliefs

Abstract

This study aims to determine whether factors influencing intention to purchase halal food differ across religious and institutional contexts. This study compares Australia's pluralistic market with Indonesia's halal standards. Specifically, this study assesses the influence of social status, moral attitudes, mood, religious beliefs, trust, and ethical values on purchase intention. Data were collected from 425 halal food consumers (325 Indonesians; 100 Australians) using a purposive sampling method and analyzed using multiple linear regression. The measurement model demonstrated high reliability (Cronbach's alpha = 0.916). The results showed that moral attitudes (β = 0.172; t = 2.657; p = 0.008) and religious beliefs (β = 0.295; t = 2.874; p = 0.004) had a significant and positive effect on purchase intention, with religious beliefs being the strongest predictor. In contrast, social status (β = 0.061; p = 0.238), mood (β = 0.087; p = 0.261), trust (β = 0.050; p = 0.128), and ethical values (β = 0.073; p = 0.307) did not have a significant effect. These findings indicate that moral and religious commitment are the primary factors influencing a person's desire to purchase halal food across institutional environments.

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