Harmonizing Intentions and Actions: Consumer Perception Elements in Halal-Certified Food Purchases Among Muslims

DOI: https://doi.org/10.15826/csp.2025.9.4.365

Abstract

This study aims to bridge the intention-behavior gap by investigating the role of consumer perception in the variability of individuals’ intentions to take action on Halal-certified food (HCF). It involves building and testing a research model to comprehend the connection between intentions and the frequency of purchasing HCF. The study includes 423 Indonesian Muslim respondents, selected through a purposive sampling technique. Several key concepts highlighted in this study include intention to purchase, actual purchase, and elements of consumer perception such as perceived product quality, perceived price, perceived access, and perceived exposure. This research employed factor analysis and multiple regression to determine causal relationships and test hypotheses. Results suggest that although the purchase intention of HCF has a significant impact on the frequency of purchasing HCF, its predictive power is modest. Notably, all elements of consumer perception significantly influence the frequency of purchasing HCF, with the predictive power of the consumer perception elements surpassing that of purchase intention. Finally, this study marginally bridges the intention-behavior gap through consumer perception elements. This study offers theoretical contributions and managerial implications for HCF providers.

Author Biographies

Chairy Chairy, President University, Bekasi

Chairy Chairy is a Professor of Marketing and Management Studies at President University, Bekasi, Indonesia. He holds a PhD in Marketing from Universitas Indonesia. Prof. Chairy's research fields are in consumer behavior, branding, retailing, and green marketing. His research topics focus on green consumption, hospitality and tourism marketing, and customer brand engagement. He has published in International Review on Public and Nonprofit Marketing; Asia Pacific Journal of Marketing & Logistics; International Journal of Retail & Distribution Management; Cogent Business & Management; Journal of Ethnic Foods; the New Educational Review; Journal of Islamic Marketing; and Changing Societies & Personalities, among others.

Jhanghiz Syahrivar, President University, Bekasi

Jhanghiz Syahrivar is an Associate Professor of Marketing and the Program Coordinator of Marketing specialization at President University, Bekasi, Indonesia. He holds a PhD in Business and Management, specialization in Marketing, from Corvinus University of Budapest, Hungary. His primary research focuses on Marketing Innovation and Consumer Ethics (MICE). His work has appeared in the Asia Pacific Journal of Marketing & Logistics; International Review on Public & Nonprofit Marketing; Journal of Vacation Marketing; Journal of Research in Interactive Marketing; Journal of Promotion Management; International Journal of Retail & Distribution Management; Journal of Systems and Information Technology; Journal of Religion & Health; Changing Societies & Personalities, among others.

Hardius Usman, Politeknik Statistika STIS, Jakarta Timur

Hardius Usman is a Professor of Management Science at Politeknik Statistika STIS, Jakarta, Indonesia. He holds a PhD in Marketing from Universitas Indonesia. His research fields are in consumer behavior, branding, and retailing. His research topics focus on Islamic marketing, tourism marketing, and Halal food marketing. He has published in Journal of Islamic Marketing; International Journal of Business and Emerging Markets; International Journal of Islamic and Branding; Journal of Distribution Science, among others.

Nucke Widowati Kusumo Projo, Politeknik Statistika STIS, Jakarta Timur

Nucke Widowati Kusumo Projo is an Associate Professor in Economics at Politeknik Statistika STIS, Jakarta. She holds a PhD in Economics from Université Paris 1 Panthéon Sorbonne and Universidade Nova de Lisboa. Her research focuses on health economics, microeconomics, applied statistics, and data science applications for social and economic development. She has published works on halal food consumption, Islamic finance, precarious employment, and big data–based economic indicators. Her current work integrates econometric and machine learning approaches to study behavioral and spatial-economic phenomena.

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Published
2025-12-29
How to Cite
Chairy, C., Syahrivar, J., Usman, H., & Kusumo Projo, N. (2025). Harmonizing Intentions and Actions: Consumer Perception Elements in Halal-Certified Food Purchases Among Muslims. Changing Societies & Personalities, 9(4), 1053-1078. doi:10.15826/csp.2025.9.4.365
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Vol. 9, No. 4 (2025)
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