Abstract:
This research examines the factors influencing halal food purchasing decisions among
Muslim consumers in Sri Lanka. The research applies the Theory of Planned Behavior
as the theoretical framework and examines the effects of Religious Commitment, Trust
in Halal Certification, Perceived Product Quality, and Social Influence on halal food
consumption behavior. This study is particularly relevant given the expansion of the
global halal market and the existing knowledge gap concerning consumer behavior in
the Sri Lankan context. A cross-sectional quantitative research design was used, and
data were collected from 300 Muslim consumers through a structured online survey
using a convenience sampling technique. The instrument was adapted from previously
validated scales, and reliability and validity were confirmed prior to analysis.
Descriptive statistics, reliability analysis, Pearson correlation, and multiple linear
regression were applied to analyze the data. The findings showed strong reliability,
with Cronbach’s alpha values exceeding 0.70 for all constructs and an overall reliability
coefficient of 0.912. The regression model accounted for 58% of the variance in halal
food consumption behavior. The strongest predictors were Religious Commitment (β
= 0.351, p < 0.001) and Trust in Halal Certification (β = 0.285, p < 0.001). Perceived
Product Quality was also a significant predictor (β = 0.152, p = 0.013), but Social
Influence did not reach statistical significance (β = 0.105, p = 0.083). The findings
indicate that halal purchasing decisions among Muslim consumers are driven by
religious commitment, confidence in halal certification authorities, and perceptions of
product quality. These results imply that manufacturers and certifying bodies should
ensure religious compliance, prioritize product quality in line with the Tayyib concept,
and implement transparent digital verification systems to strengthen consumer trust.
Future research may explore the moderating effects of age and Perceived Behavioral
Control through longitudinal studies.
