Hierarchical Determinants of Halal Product Purchase Intention: A Value–Attitude–Behavior (VAB) Model Perspective

Öz

The primary aim of this study is to identify the determinants of purchase intention for halal products. The theoretical foundation of the research is based on the VAB Hierarchy Model. Within this framework, the study examines the relationships among religious belief, attitude, and purchase intention. The research data were collected from consumers aged 18 and above through an online survey using a convenience sampling technique. To test the research hypotheses, CB-SEM was employed, and data were analyzed using the AMOS program. The findings obtained from the data of 451 participants indicate that religious belief and attitude are the factors that directly influence purchase intention toward halal products. The study reveals that religious belief has an effect on purchase intention both directly and indirectly through attitude. Furthermore, the positive attitude developed toward halal products has been statistically confirmed to have a significant impact on consumers’ purchase intentions. In addition, attitude plays a mediating role in the relationship between religious belief and purchase intention toward halal products. By empirically examining the primary determinants of halal product purchase intention, this study contributes to the theoretical literature on consumer behavior. Moreover, from an academic perspective aimed at understanding consumer tendencies in the halal product market, the research expands the relevant body of literature.

Anahtar Kelimeler

• Halal Product
• Religious Belief
• Attitude
• Purchase Intention
• Value–Attitude–Behavior (VAB) Hierarchy Model

Etik Beyan

The implementation process of the study was conducted in accordance with ethical principles. Ethical approval was obtained from the Ethics Committee of Sakarya University of Applied Sciences (Decision No: E-26428519-044-33630). Participants were informed about the purpose of the research and the confidentiality of their data, and informed consent was obtained on a voluntary participation basis. Anonymity and confidentiality principles were strictly maintained throughout the data collection process.

Helal Ürün Satın Alma Niyetinin Hiyerarşik Belirleyicileri: Value–Attitude–Behavior (VAB) Modeli Perspektifi

Öz

Bu çalışmanın temel amacı, helal ürünlere yönelik satın alma niyetinin belirleyicilerini ortaya koymaktır. Araştırmanın teorik altyapısı, Değer–Tutum–Davranış (VAB) Hiyerarşi modeline dayanmaktadır. Bu bağlamda, araştırma dini inanç, tutum ve satın alma niyeti arasındaki ilişkileri incelemektedir. Araştırma verileri, kolayda örnekleme tekniği kullanılarak çevrimiçi anket aracılığıyla 18 yaş ve üzeri tüketicilerden elde edilmiştir. Araştırma hipotezlerini test etmek için CB-SEM kullanılarak verilerin analizinde AMOS programından yararlanılmıştır. Bu araştırmaya katılan 451 tüketiciye ait verilerden elde edilen araştırma sonuçları, helal ürünlere yönelik satın alma niyetini doğrudan etkileyen faktörlerin dini inanç ve tutum olduğunu göstermiştir. Araştırmada, dini inancın hem tutum hem de tutumdan bağımsız bir şekilde satın alma niyeti üzerinde etkisi olduğu bulunmuştur. Ayrıca helal ürünlere yönelik geliştirilen olumlu tutumun, tüketicilerin satın alma niyetleri üzerindeki etkileri istatistiksel olarak doğrulanmıştır. Buna ek olarak tutum, dini inanç ile helal ürünlere yönelik satın alma niyeti arasındaki ilişkide aracı bir rol oynamaktadır. Helal ürün satın alma niyetinin temel belirleyicilerini ampirik olarak inceleyen bu çalışma, tüketici davranışları konusundaki teorik literatüre katkı sağlamaktadır. Buna ek olarak tutum, dini inanç ile helal ürün satın alma niyeti arasında aracı bir etkiye sahiptir. Bu çalışma, helal ürün satın alma niyetinin temel belirleyicilerini ampirik bir çerçevede inceleyerek tüketici davranışına ilişkin kuramsal literatüre katkı sağlamaktadır.

Anahtar Kelimeler

• Helal Ürün
• Dini İnanç
• Tutum
• Satın Alma Niyeti
• Value–Attitude–Behavior (VAB) Hiyerarşi Modeli

Etik Beyan

Çalışmanın uygulama süreci etik ilkelere uygun olarak yürütülmüştür. Sakarya Uygulamalı Bilimler Üniversitesi Etik Kurulu'ndan etik onay alınmıştır (Karar No: E-26428519-044-33630). Katılımcılar araştırmanın amacı ve verilerinin gizliliği konusunda bilgilendirilmiş ve gönüllü katılım esasına göre bilgilendirilmiş onam alınmıştır. Veri toplama süreci boyunca anonimlik ve gizlilik ilkelerine titizlikle uyulmuştur.

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