Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Consumer Dilemma: Investigating the Halal Food Purchase Behaviour of Muslims in A Secular Economy

Author(s): Mustapha Iddrisu, Mustapha Abdul-Hamid Bawre and Mahmoud Abdulai Mahmoud

Purpose – The growing street food sector in low-income countries offers easy access to inexpensive foods as well as new job opportunities for urban residents. Consumers especially, Muslims face a dilemma in consuming food in secular nations where both Muslims and non-Muslims are in the production of food and also selling on the streets. Halal food consumption behavior in Ghana has not seen much research over the years. Therefore, this study aims at investigating the street food and Halal Consumption among Muslims in Ghana. Design/methodology/approach – a structured questionnaire were administered to Muslims in Accra, Ghana at various mosques especially after Friday congregational prayer to collect data for the study. A total of 361 questionnaires were returned out of which 346 were used for the analysis. Structural equation modeling (SEM) through the use of the IBM SPSS and AMOS 23 method was adopted to test the measurements and the structural models using the social cognitive learning theory (SCT). Findings – The findings indicate that except for self-comparison and media influence all the constructs used had positive significant effect on the halal consumption behavior of Muslims. Practical implications – This study empirically, shows evidence of positive significant relationships between the constructs of environmental and personal influence and outcome expectation and consumption behaviour. Local traders and food vendors as well as international food marketers can apply the findings of the study in their planning to continue to provide food and also import food into countries such as Ghana. Originality/value – this study to a large extent is the first to attempt the use of the SCT to investgate consumer dilemma in halal consumption behavior in Ghana.

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