Behavioral Intentions of Different Genders of Different Religions: Purchasing Halal Logo Products at Convenience Stores in Hatyai

Abstract

Producers are investing to produce halal products. The halal product demand and importance has increased in recent years. The focus of the research, identifying behavioral intentions of different genders of different religions in respect of purchasing products bearing the halal logo at convenience stores in Hatyai. For collecting data 7-Eleven store chain was targeted. Theory of reasoned action (TRA) model was utilized as a conceptual model. Response collected through a structured survey instrument, using the convenience sampling technique. Total of 215 respondents submitted a response, among them 92.8% local and 8.2% international respondents. A purposive sampling technique used in the underlying study to select the location for data collection. Data was collected from the local residents, who are living in Hatyai city and purchase items at 7-Eleven stores. The findings indicate for the Muslims halal logo is important. Gender wise 93 % Muslim male’s and 93.7 % Muslim females have a positive attitude towards the halal logo products, as compare to Muslims 76.09 % non-Muslim males and 73.55 % non-Muslim females have a positive attitude towards halal logo products. The influence of subjective norms is stronger in different aspects on different genders of different religions due to their families and their cultures, findings indicate 87.5 % Muslim males and 94.25% Muslim females were influenced by their subjective norms. On the other side, 63.04 % non-Muslim males and 73.48 % of females were influenced by their subjective norms. Intentions of 87.50 % Muslim males and 88.51 % Muslim females were found positive, as compared to Muslims 37.68 % non-Muslim males and 41.22 % non-Muslim female’s intentions were found positive. Overall results indicate the halal logo among different genders of different religions is more important among females as compared to males.