Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food

Abstract

Purpose: This research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory while supplemented by the theory of planned behaviour (TPB) and the knowledge–attitude–practice (KAP) theory, a 4-layered framework is developed to investigate such an issue. Design/methodology/approach: 264 questionnaires are collected in the field study conducted in Tunis, Tunisia. Quota sampling method is applied. Testing of the hypotheses is performed using partial least square analysis. Findings: The findings reveal that religiosity affects the four mediators—awareness, trust, subjective norm and perceived behavioural control—which in turn affect attitude, and purchase intention towards halal-certified food is eventually aroused. These four serial-mediation paths are further proved to form the mechanisms. Research limitations/implications: The field study participants are limited to consumers in Tunis. Besides, a mechanism to collect the data from general public including lower educated consumers should be necessary. Originality/value: This research is a pioneering work investigating the sequential intervening effect in the religiosity-intention relationship in halal-certified food. The authors provide unique and fruitful insights into this relatively untapped field for academia and firms.