Examining the moderating role of high-versus-low scepticism toward Halal labels: findings from Indonesia
by Hendy Mustiko Aji
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 2, No. 4, 2017

Abstract: Since the Halal label is associated with Islam, perhaps no one questions its acceptance from the Muslims perspective. However, news articles have reported that Muslims in several parts of the world have a cynical perception toward the Halal label itself. This paper investigates whether or not Muslim consumers' scepticism toward Halal label might influence purchasing behaviour. Questionnaires providing data for this paper were distributed via an online-mobile survey. In total, 186 responses were collected. Multi-group moderation analysis is used to prove whether scepticism toward Halal labels does exist and to conduct more meaningful analysis of its moderating role. Overall, it is found that scepticism toward Halal label exists and a moderating influence on Halal purchase intention. Recommendations for manufacturers are also addressed.

Online publication date: Wed, 03-Jan-2018

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