Effect of Halal Products Awareness and Attitude towards Halal Products on Halal Products Purchase Intention in Kano Metropolitan, Nigeria: The Moderating Role of Trust in Halal Industry

Auwalu Shuaibu Muhammd; Andriani Samsuri

doi:10.61132/iceat.v3i1.260

Authors

Auwalu Shuaibu Muhammd Federal University Gusau
Andriani Samsuri Universitas Islam Negeri Sunan Ampel

DOI:

https://doi.org/10.61132/iceat.v3i1.260

Keywords:

Attitude towards Halal Products, Halal Industry, Halal Products Awareness, Halal Products Purchase Intention, Halal Products Trust

Abstract

Globally, the halal industry is growing at a faster rate due to the high recurrent demand for ethical consumables. This growing trend has necessitated that nations legislate and provide a standard certification mechanism for producers and importers alike to facilitate seamless consumers’ distinction between halal and non-halal products. However, despite the global recognition of the halal industry, Nigeria lacks pertinent legislative backing for it, thereby causing Nigerians to purchase goods without knowing their definitive halal status. In view of the above, this study explores how Halal Product Awareness (HPA) and Attitude Toward Halal Products (ATHP) influence the intention to purchase Halal products (HPPI) among Nigerians, with Trust in the Halal Industry (THI) acting as a moderating factor. The objectives include examining the impact of HPA and ATHP on HPPI and investigating how THI moderates the relationships between HPA, ATHP, and HPPI in Nigeria. A descriptive survey design was used, targeting adult Muslims (both male and female) living in Kano, Nigeria, who have a steady income. A sample of 287 respondents participated, with data collected through adapted instruments and analyzed via SmartPLS4. Results show that both HPA and ATHP significantly influence HPPI, and the moderating effect of THI on these relationships was also significant. Based on these findings, the study recommends creating a dedicated regulatory body for the halal industry and implementing halal certifications for eligible organizations to enhance trust among Nigerians.

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