CONSUMERS’ ATTITUDE, TRUST, AND PURCHASE INTENTION TOWARDS THAILAND HALAL FOOD PRODUCTS: A STUDY IN KOTA BHARU, KELANTAN

Abstract

Muslim consumers are highly concerned about the Halal status of the foods they consume, guided by Syari'ah law. In Malaysia, incidents involving Halal food violations, widely circulated through the media, have diminished public confidence, especially among Muslims. Previous studies suggest that the Halal logo alone cannot influence purchasing decisions, as varying Halal standards across countries create differences in consumer perceptions. This study examines the impact of consumer attitude and trust on purchase intention towards Halal food products from Thailand, particularly in Kota Bharu. It employs the Theory of Planned Behavior to explain the formation of consumer intentions, focusing on attitudes toward behavior, subjective norms, perceived behavioral control, and actual purchase behavior. Findings reveal that consumers have a generally positive attitude and trust toward Thailand’s Halal food products, with trust playing a moderate role in influencing purchase intention. Additionally, educational background significantly influences trust in Thailand's Halal food products.