Factors That Influence Muslims’ Buying Behaviour Of Halal Meat Products In The Special Region Of Yogyakarta

Abstract

This research study is aimed to examine factors that are influencing Muslims’ buying behaviour of Halal meat products in the Special Region of Yogyakarta, Indonesia. These factors include subjective norms, religiosity, Halal awareness, and product knowledge. The study also examined the role of Halal awareness in mediating religiosity and product knowledge toward Halal meat buying behaviour. There are 173 Muslim correspondents over 18 years old involved in this study. Using the SEM Amos software to conduct the Confirmatory Factor Analysis (CFA) model, this study shows that there is a positive correlation between religiosity and Halal awareness towards Halal meat buying behaviour. Then, it shows a negative correlation between subjective norms and product knowledge towards Halal meat buying behaviour. Furthermore, using the Sobel Test, this study found that Halal awareness can mediate the relationship of religiosity and product knowledge towards halal meat buying behaviour. Meanwhile, religiosity is not able to mediate between the subjective norms and Halal meat buying behaviour. This study is substantial to increase Muslims' awareness concerning the ambiguity of Halal-ness that are found in meat products found around the community in the Special Region of Yogyakarta, particularly those products sold in the traditional market or private vendors, which halal certified is disputable. Therefore, improving the SCM process through its traceability aspect is necessary to provide accessible information to the consumers regarding Halal meat products.