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EuroMed Journal
The effects of trust and religiosity of Business
on halal products purchase
intention: indirect effect of attitude
Fatih Koc
Department of Business Administration, Faculty of Management,
Kocaeli University, Kocaeli, Turkey Received 4 January 2024
Revised 8 March 2024
Bekir Ozkan 20 May 2024
Accepted 19 June 2024
Department of Business Administration, Faculty of Humanities and Social Sciences,
Bursa Technical University, Bursa, Turkey
Marcos Komodromos
Department of Communications, Faculty of Humanities and Social Sciences,
University of Nicosia, Nicosia, Cyprus
Ibrahim Halil Efendioglu
Department of Business Administration,
Faculty of Economics and Administrative Sciences, Gaziantep University,
Gaziantep, Turkey, and
Tamer Baran
Department of Travel-Tourism and Entertainment Services, Pamukkale University,
Denizli, Turkey
Abstract
Purpose – The primary objective of this study is to examine how trust and religiosity, in relation to halal
products, impact Turkish consumers’ intention to purchase such goods. Furthermore, the study aims to
identify whether attitudes towards halal products play a mediating role in these effects.
Design/methodology/approach – Data were collected from 847 people living in Turkey using an online
survey. The authors empirically tested the proposed conceptual model via structural equation modeling.
Findings – The study’s results show that trust in halal products has a positive impact on both the intention to
buy halal products and the attitude towards them. Moreover, one’s attitude towards halal products affects the
intention to purchase them. Additionally, one’s religiosity-belief level influences the intention to purchase
halal products, while religiosity-practice level influences the attitude towards halal products. Furthermore,
through indirect effect analyses, it was found that trust in halal products and religious practices has an indirect
impact on intention through attitude.
Research limitations/implications – These outcomes significantly contribute to understanding the
complex interactions between trust in halal products, levels of religiosity, and attitudes in shaping consumers’
purchase intentions and approaches towards halal products. These implications offer valuable insights into how
consumers’ religious beliefs, trust perceptions, and attitudes influence their purchase of halal-certified products.
Validating these conclusions on a larger scale and exploring them in different contexts would be beneficial.
Practical implications – The practice dimension of religiosity pertains to performing actions prescribed by
the religion, embodying the practical applications of religious teachings. According to the research findings,
the belief dimension of religiosity significantly and positively affects the intention to purchase halal products.
This finding aligns with several prior studies.

© Fatih Koc, Bekir Ozkan, Marcos Komodromos, Ibrahim Halil Efendioglu and Tamer Baran. Published
by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC
BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article
(for both commercial and non-commercial purposes), subject to full attribution to the original EuroMed Journal of Business
publication and authors. The full terms of this licence may be seen at http://creativecommons.org/ Emerald Publishing Limited
1450-2194
licences/by/4.0/legalcode DOI 10.1108/EMJB-01-2024-0004
EMJB Social implications – Sharing information on websites, social media platforms, or product packaging can be
effective. If businesses genuinely adhere to halal standards and address the genuine needs of consumers who
value halal products, they can enhance consumers’ interest in such products.
Originality/value – This research was conducted in Turkey, where most people follow the Muslim faith.
The main objective of the study was to examine the trust levels of consumers who have strong religious beliefs
and are sensitive to consuming halal products. The study looked at trust on three levels: trust in the halal
product, trust in the company that produces halal products, and trust in institutions that provide halal
certification. The study also looked at the religiosity levels of the consumers using a two-dimensional
approach, which included their beliefs and practices.
Keywords Halal trust, Religiosity, Attitude toward halal product, Halal product purchase intention
Paper type Research paper

1. Introduction
Like many religions, the Islamic faith has specific guidelines for what individuals can consume.
These guidelines are based on religious principles and forbid certain items categorized as
“haram,” while permissible items are denoted as “halal.” Halal products are goods that meet
Islamic law requirements, free from pork, alcohol, blood, or animal-origin additives. They are
also purified according to Islamic principles (Baran, 2021; Shahid et al., 2018).
In recent times, the range of halal consumption has expanded to cover various areas such
as personal care, lifestyle, pharmaceuticals, cosmetics, travel, tourism, trade, finance,
entertainment, work, and education. The growth of the halal product market has been
significantly propelled by the increase in the Muslim population and the diffusion of halal
consumption into various sectors. In addition, both Muslim and non-Muslim individuals,
driven not only by religious beliefs but also by factors such as health, hygiene, and taste
preferences, have contributed to the expansion of the halal product market (Burgmann,
2007). Muslims comprise one of the largest religious groups in the world (Dewi et al., 2022),
with an expected population of 2.2 billion by 2030 (Ngah et al., 2023). The global halal food
market, valued at $1.64tn in 2022, is projected to reach $4.11tn by 2028, according to a report
by Expert Market Research (Expert Market Research, 2023). This trend highlights the
growing importance of halal products, halal certification, and associated stakeholders.
People who follow Islamic regulations try to follow halal guidelines for their consumption
behaviors, no matter where they live. In many countries, Muslim consumers see products
that don’t adhere to religious principles. Therefore, they rely on the halal certification to trust
their purchases. The halal certification ensures that products follow Islamic rules from
production to consumption. Businesses that want to tap into the growing halal product
market often aim for halal certification to earn consumer trust. (Jeglic, 2021, Komodromos
et al., 2020). In countries with smaller Muslim populations, consumers tend to prefer halal-
certified products. However, in non-Muslim countries, Muslim individuals tend to distrust
the local halal certification due to varying certification practices. On the other hand, in
countries predominantly identified as Muslim or with substantial Muslim populations,
consumers often make decisions more confidently, assuming that producers, being Muslim
themselves, would abstain from producing items contrary to Islamic principles.
In recent times, even in countries with significant Muslim populations, products that have
been certified as halal are preferred more by consumers with higher religious sensitivity.
This preference can be attributed to concerns over producers compromising on ethical
production for cost-saving measures, using non-halal substances or methods. Moreover,
some preservatives or techniques used to extend product shelf life might involve materials
that are inconsistent with Islamic principles (Ahmed et al., 2019; Ajzen, 2005). As a result,
countries such as Malaysia, Pakistan, and Turkey (where Malaysia pioneered early halal
certification practices) have widely adopted halal certification by both consumers and
producers. For various reasons, concerns regarding trust in halal certification are present in
Muslim-majority and non-Muslim-majority countries. In this study, we will scrutinize the
impact of Turkish consumers’ high religious sensitivity on their levels of trust towards halal EuroMed Journal
products, the companies producing them, and the institutions providing halal certification of Business
concerning the intention to purchase halal products.
Individuals who aim to lead a life in accordance with religious regulations are commonly
referred to as religious or devout (Johnson et al., 2001). Religiosity, as defined by Delener
(1990), is a precursor to consumer behavior. Many studies have investigated the impact of
religiosity on purchase intention (Mukhtar and Butt, 2012; Shahid et al., 2018) and have
demonstrated that it does indeed affect the purchase of halal products. While some studies
measure religiosity solely concerning Islamic religiosity, others assess it from multiple
dimensions. In this study, religiosity is approached through two dimensions: practice and
belief. The hypothesis is that practice and belief will significantly impact the attitude
towards and the intention to purchase halal products. Furthermore, this study aims to
examine whether religiosity indirectly influences purchase intention through attitude.
Although previous studies have endeavored to identify the factors affecting Muslim
consumers’ purchase intentions of halal products, the present study differs from previous
studies in several aspects. First, the study was conducted in Turkey, a country that
significantly differs from other Muslim-dominated societies due to its secular regime.
The research model also uses distinct variables. While there have been some studies on the
effects of religiosity, trust, and attitude on consumers’ purchase intentions of halal products,
this current study aims to make significant contributions to the literature by evaluating trust
and religiosity along with their sub-dimensions, and by examining the mediating role of
attitude. Through the evaluation of these variables, the study aims to provide readers with
answers to the following questions at its conclusion:
RQ1. Does consumers’ religiosity impact their intention to purchase halal products?
RQ2. Does consumers’ religiosity impact their attitudes toward halal products?
RQ3. Does consumers’ perceived trust in firms producing halal products, halal products,
and institutions or organizations providing halal certification impact their
attitudes and intentions to purchase halal products?
RQ4. Does consumers’ attitude towards halal products impact their intention to purchase them?
RQ5. Do consumers’ trust and religiosity indirectly impact purchase intention through
attitude?
The study is structured as follows: Firstly, the facts related to the study’s variables will be
explained in detail, and hypotheses will be developed based on those facts. Next, the methodology
will be explained, and the findings obtained during the study will be presented in detail. Following
this, theoretical and managerial inferences based on the findings will be given. Finally, the study
will end with suggestions and limitations that will hopefully guide future studies.

2. Literature, research hypotheses and model

2.1 Trust
According to a study by Sirdeshmukh et al. in 2002, trust is a significant factor that influences a
consumer’s intention to purchase. Consumers look for trust in various entities such as products
or brands, manufacturing companies, retailers, certifying bodies, and government agencies.
According to Abu Bakar et al. (2017), the most trusted institution among Muslim consumers in
Malaysia is JAKIM. International halal certification bodies, the Ministry of Health, and
manufacturers are among the most trusted sources of halal information. Another study in
Turkey found that food experts, people with religious sensitivities, and theologians are the
most trusted sources for information about halal (Ozkan, 2022).
EMJB Producer companies and marketers often use halal certification and logos to inform their
target audience that their products are halal and compliant with Islamic principles. This is
done with the aim of building trust among consumers. According to a study by Alam and
Sayuti (2011), halal certification has a positive impact on consumer trust, and this trust, in
turn, has a positive effect on consumers’ intention to purchase halal products. Another study
by Muflih and Juliana (2021) has emphasized that trust is a key factor, alongside image and
satisfaction, in influencing increased shopping behaviors for consumers who prefer halal-
certified foods. However, Kizgin and Ozkan (2014) have stated that trust in the business does
not significantly affect individuals regarding halal food consumption in Turkey. In a study
conducted in Turkey, attitude and food safety were identified as the most important factors
affecting purchasing intention (Ustaahmetoglu and Toklu, 2015).
A study by Ali et al. (2018) found that trust in the halal brand has a significant impact on
consumers’ intention to buy halal products, along with other factors such as religiosity,
ethnocentrism, subjective norms, product judgment, and trust in the halal product brand.
Other studies have also shown that consumers’ intention to purchase halal products is
influenced by factors like perceived quality, satisfaction, and brand loyalty to the halal brand
(Ali et al., 2021; Komodromos et al., 2023). Ashraf (2019) emphasized that trust in halal food is
one of the most crucial variables in food marketing. Additionally, a study by Handriana et al.
(2021) found that women consumers’ purchasing behavior of halal cosmetic products is
influenced by both trust and attitude towards the product, as well as awareness of halal
products.
The Theory of Reasoned Action (Nuryakin et al., 2023; Venkatesh and Davis, 2000) and
the Theory of Planned Behavior (Loussaief et al., 2024) are among the theories that influence
trust and intention to purchase halal products. These theories highlight the impact of
religiosity on consumer behavior. Trust significantly influences the intention to purchase
halal products. Research on halal cosmetics in Indonesia and Malaysia shows that trust
positively and substantially affects purchase intention and acts as a mediator between
online customer reviews/ratings and purchase intention (Nuryakin et al., 2023). Similarly, in
the context of halal-certified food, trust is one of the mediators influencing purchase
intention and creating a sequential intervention effect through various factors such as
awareness, subjective norm, and perceived behavioral control (Hayu et al., 2023). Moreover,
the impact of halal certification on consumers’ trust in cosmetics emphasizes trust as a
significant factor. It shows that consumers who trust halal products tend to have more
confidence in cosmetic products (Al Mustaqim and Mulyana, 2023; Hussain et al., 2024).
Therefore, trust plays a crucial role in shaping consumer behaviors and purchase decisions
related to halal products.
The impact of trust on purchase intention in relation to halal products is worth noting.
Trust also plays a significant role in shaping the attitudes of consumers towards these
products. Studies conducted on halal cosmetics have revealed that trust in halal cosmetics
can affect consumers’ attitudes towards these products (Hussain et al., 2024; Handriana et al.,
2021; Komodromos et al., 2020). Trust in halal has a significant influence on the attitude
towards halal products and the intention to purchase them (Pradana et al., 2022).
Additionally, previous research has suggested that trust indirectly affects purchase
intention through attitude (Rubiyanti and Mohaidin, 2018). However, a different study
conducted specifically on halal products found that while trust affects purchase intention,
when attitude serves as a mediator, the effect of trust is reduced. In this case, the mediating
role of attitude does not exist in the relationship between trust and purchase intention
(Wiranti et al., 2023).
Following the literature review and study objectives, formulate hypotheses (refer to
Figure 1).
 EuroMed Journal
of Business

Figure 1.
The research model

H1. (a) Trust in halal products, (b) trust in firms producing halal products, and (c) trust in
institutions providing halal certification have a significant and positive impact on
the intention to purchase halal-certified products.
H2. (a) Trust in halal products, (b) trust in firms producing halal products, and (c) trust in
institutions providing halal certification have a significant and positive impact on
attitude towards halal-certified products.
H3. (a) Trust in halal products, (b) trust in firms producing halal products, and (c) trust in
institutions providing halal certification indirectly influence the intention to
purchase halal-certified products through attitude towards halal-certified products.

2.2 Religiosity
Religiosity refers to the level at which a person upholds and follows specific religious beliefs
and practices. According to Delener (1990), it can be defined as the extent to which an
individual possesses and practices particular religious beliefs and ideals. Minton and Kahle
(2013) define religiosity as the degree to which an individual holds and practices religious
values and beliefs through both internal spiritual connections and external religious
practices and behaviors. Religiosity is a complex concept that involves beliefs, practices,
knowledge, experiences, and their impact on daily life (Abou-Youssef et al., 2015). Religiosity
can be defined in different ways, but the definitions are closely related. Essentially, it refers to
the extent to which individuals follow the beliefs and practices of their religion. This means
that people can be classified as having high or low levels of religiosity. Researchers study
religiosity by examining various dimensions of it (Valente and Smith, 2023). Religiosity is
commonly assessed through two separate dimensions: belief and practice (Mohd Dali et al.,
2019). Some studies have also approached religiosity using these two dimensions (Mukhtar
and Butt, 2012; Roswinanto and Suwanda, 2021).
Individuals’ religious beliefs and levels of religiosity impact various aspects, from
lifestyles to consumption habits. One such aspect affected by this influence is the intention to
EMJB purchase halal-certified products. While religiosity strongly influences consumers’ purchase
intention (Kaur et al., 2023), having religious sensitivity also significantly impacts the
intention to purchase halal food products (Kizgin and Ozkan, 2014). According to Usman
et al. (2022), religiosity directly and significantly positively impacts the intention to purchase
halal-certified food products. The Theory of Planned Behavior (TPB) is a reliable framework
for anticipating the purchasing intention of Muslim consumers towards halal-certified
products. Among individuals with varying degrees of Islamic religiosity, the subjective
norm exerts the greatest influence on their purchasing intention for food items labeled as
halal (Elseidi, 2018). Ashraf et al. (2017) found that religiosity plays a significant role in the
purchasing of halal products, particularly in Muslim communities.
The impact of religiosity on the intention to purchase halal products is primarily
explained through the Theories of Reasoned Action and Planned Behavior in the provided
research contexts. The Theory of Reasoned Action emphasizes the influence of attitudes and
subjective norms on purchase intentions, while the Theory of Planned Behavior explores
how religiosity affects attitudes and subjective norms, ultimately shaping purchase
intentions (Loussaief et al., 2024; Nora and Sriminarti, 2023). Additionally, studies highlight
the importance of spiritual elements in halal products, showing that religiosity moderates
attitudes, subjective norms, and purchase intentions (Nuryakin et al., 2023). Collectively,
these theories underscore the complex relationship between religiosity, attitudes, subjective
norms, and purchase intentions in the context of halal products. Therefore, when considering
halal-certified products, religiosity emerges as a crucial determinant in consumers’ decision-
making processes (Irfany et al., 2023; Loussaief et al., 2024). Research in the halal food and
cosmetics industries reveals that religiosity plays a significant role in shaping consumer
attitudes and purchase intentions toward halal-certified products. Additionally, religiosity
interacts with factors such as knowledge, emotional attachment, brand trust, and halal green
awareness to shape consumer behavior and purchase decisions in the context of halal
products (Nora and Sriminarti, 2023; Nuryakin et al., 2023; Riswandi et al., 2023).
Increasing religiosity is positively and significantly associated with individuals’ intention
to purchase halal products (Fatmi et al., 2020). Religiosity is among the most significant
factors influencing the intention to purchase halal-certified products (Zakaria et al., 2017).
Different aspects of religiosity are examined in various studies. Personal religiosity
positively influences attitude toward halal products (Mukhtar and Butt, 2012), and Muslim
religiosity also affects the intention to purchase (Abdullah et al., 2021). Attitude and purchase
intentions toward advertisements containing religious messages tend to have a higher
average than advertisements without such messages. Moreover, the attitude and purchase
intentions of participants with high religiosity toward advertisements containing religious
messages differ from those with low religiosity (Ustaahmetog �lu, 2020; Komodromos et al.,
2023). While many studies suggest a significant impact of religiosity on purchase intention,
some studies conclude that the influence of religiosity on purchase intention or decision is
minimal (Khan et al., 2021; Awan et al., 2015). The research by Avci and Koroglu (2021)
suggests a significant and positive link between religiosity and purchase intention. On the
other hand, a study in Turkey found a very weak relationship between religious lifestyle and
preference for halal products (Ozdemir and Yaylı, 2014). Similarly, another Turkish study
discovered a weak and insignificant connection between religiosity and the intention to
purchase halal products (Basaran Alagoz and Demirel, 2017).
The strength of the relationship between religiosity level and attitude toward halal
products depends on various factors besides religiosity level (Ahmadova and Aliyev, 2021).
In their study to determine attitudes towards Islamic banking, Abou-Youssef et al. (2015)
concluded that religiosity influences consumer attitudes. Similarly, in another study,
religiosity indirectly affects the intention to purchase Islamic banking services through
attitude (Souiden and Rani, 2015). According to Junaidi (2021), while external religiosity
significantly influences consumer attitude, internal religiosity has a lesser impact. EuroMed Journal
Furthermore, consumer attitude plays a partial role in mediating between religiosity and of Business
consumer preferences while also mediating between religiosity and the intention to purchase
halal products (Tuhin et al., 2022). Another study conducted with non-Muslim consumers
showed that religiosity affects purchase reluctance (Tao et al., 2022). In a study focused on
cosmetic products, Rahman et al. (2015) found that knowledge and religiosity influence
attitudes toward halal cosmetics, which affects the intention to purchase these products. In a
study investigating the buying habits of financial products among Bangladeshi Muslim
consumers, Sharma et al. (2017) found that religiosity affects purchase intention through
attitude mediation.
Based on the literature review, the following hypotheses have been developed (see
Figure 1):
H4. (a) Religiosity-belief and (b) religiosity-practice dimensions have a significant and
positive impact on the intention to purchase halal-certified products.
H5. (a) Religiosity-belief and (b) religiosity-practice dimensions have a significant and
positive impact on attitude toward purchasing halal-certified products.
H6. (a) Religiosity-belief and (b) religiosity-practice dimensions indirectly influence the
intention to purchase halal-certified products through attitude toward halal-certified
products.

2.3 Attitude
The concept of attitude is widely used across various domains and frequently appears in
academic research. Ajzen (1991) defines attitude as an individual’s favourable or unfavorable
feelings toward performing a behavior. The tendency to evaluate a situation in a
psychologically positive or negative manner is also considered an attitude (Bonne et al.,
2007). The consumer’s purchase intention reflects their attitudes and evaluations toward the
product. According to Ajzen (2005), intention assesses the motivation level for purchasing
behavior, indicating an individual’s willingness to purchase a product.
When Muslims decide to consume halal products, individual attitudes are important
factors, along with health and safety considerations (He and Tian, 2023). Personal attitude
towards halal products originates from the belief that the product is halal. This positive
individual attitude can contribute to realizing purchase intentions (Ajzen, 1991). In their
study of Malaysian consumers, Alam and Sayuti (2011) discovered a significant relationship
between the intention to purchase halal products, attitudes, and norms. Numerous studies
have investigated the impact of attitudes towards halal products on purchase intention.
These products encompass a wide range, including food, cosmetics, detergents, financial
products, and more. Sharma et al. (2017) confirm the apparent influence of religious
commitment and product attitude on the purchase intentions of Muslim consumers of
financial products in Bangladesh. Similarly, in a study by Utomo et al. (2021), Islamic
financial literacy, attitude, and awareness significantly influenced business owners’
intentions to use Islamic financial products.
The Theory of Planned Behavior has been used in several studies to explain the influence
of attitude on the intention to purchase halal products (Loussaief et al., 2024; Nora and
Sriminarti, 2023). Research has shown that attitude has a significant impact on the intention
to purchase halal products. In the case of halal cosmetics, attitude has been identified as the
most influential factor affecting customer awareness and purchase intention. On the other
hand, subjective norms were found to significantly influence purchase intention in the
context of halal food products, while attitudes did not have a significant impact on purchase
intention (Letsoin and Riorini, 2023). Moreover, religiosity is crucial in moderating attitudes
EMJB and subjective norms toward purchasing halal products (Hussain et al., 2024; Nurkhin et al.,
2023). These findings highlight the crucial role of attitude in influencing the intention to
purchase halal products, although the impact may vary depending on the specific product
category.
Halal products include a label on the product packaging (Maison et al., 2018). According to
Rizkitysha and Hananto (2022), attitude towards halal-labeled detergents is influenced by the
perceived usefulness of the halal label and knowledge about halal. Consequently, attitude
towards halal-labeled detergents positively impacts the intention to purchase such products. In
a study with foreign consumers, Bashir (2019) concluded that attitudes and various other
factors significantly influence their intentions to purchase halal food products and,
consequently, their purchasing behavior. In their study, Kasri et al. (2023) found that
attitude, among other variables, affects the intention to purchase halal pharmaceutical
products.
Based on the literature review, the formulated hypothesis is as follows (see Figure 1):
H7. Attitude towards halal products significantly and positively influences the intention
to purchase halal products.

3. Methodology
The desire of individuals to consume halal products stems from religious needs and the
desire for healthy consumption. Particularly concerning food products, consumer trust holds
significant importance. This trust can manifest in various forms, such as trust in the product
or brand, the company, and certifying bodies. From a business perspective, selling or
marketing halal-certified products may be driven by consumer needs and commercial
considerations. Consequently, consumers seek to have trust in every aspect of the halal
products they intend to purchase, as this trust factor will influence their purchase intention.
With this premise, the main purpose of this research is to determine the influence of
consumer trust in halal products and religiosity on the intention to purchase halal products.
Additionally, within the scope of this study, the indirect effect of attitude towards halal
products on the relationship between trust, religiosity, and purchase intention will be
examined.
The research employed primary data collected through an online questionnaire that was
distributed to participants aged 18 and above. A total of 896 data points were gathered for the
study. Control questions were integrated into the survey form to ensure that participants
carefully read and answered the survey questions. By eliminating responses to the control
questions that were answered incorrectly, a total of 847 data points were used for analysis.
This study used six scales: trust in firms producing halal products, trust in certifying
organizations for halal products, trust in halal-certified products, attitude towards
purchasing halal-certified products, religiosity, and purchase intention. The scale for trust
in companies producing halal products was adapted from Al-Ansi et al. (2019) (three items)
and Ali et al. (2021) (two items). The scale for trust in certifying bodies for halal products was
adapted from Abu Bakar et al. (2017) (five items). The scale for trust in halal-certified
products was a combination of two items from Handriana et al. (2021) and two items
developed by the authors. The scale for attitude toward purchasing halal-certified products
was adapted from Handriana et al. (2021) (four items). The religiosity scale was adapted from
Mohd Dali et al. (2019) (19 items, 2 dimensions). The purchase intention scale was adapted
from Handriana et al. (2021) (four items). A 5-point Likert-type scale (1-Strongly Disagree,
2-Disagree, 3-Neutral, 4-Agree, 5-Strongly Agree) was used for these scales. Finally,
demographic information, such as age, gender, education level, marital status, etc., was
collected from participants.
 In line with the research purposes, the collected data underwent validity and reliability EuroMed Journal
analyses, and the hypotheses were tested using Structural Equation Modeling (SEM) through of Business
SmartPLS version 4 software. Descriptive statistics were performed using the SPSS program.

3.1 Assessing common method bias

We used procedural and statistical approaches to control for common method bias.
Procedurally, we used three methods. First of all, we conducted a pretest to determine the
understandability of the items. Second, we informed participants about the purpose of the
study. Third, we placed the possible relationships between dependent, independent and
mediator variables in the survey form so that the participants would not understand.
Statistically, we calculated Inner VIF values on the Smart PLS4 program. These values
should not exceed 3.3 (Kock, 2015). As a result of our calculation, we determined that the VIF
values are between 1.579 and 2.700.

4. Findings
4.1 Demographics statistics
At this stage, some information about the demographic characteristics of the participants
(Table 1) in the study has been provided.
17% of the study participants are men, and 83% are women. 85.8% are married, and
14.2% are single. 53.8% of the participants are university graduates. The majority of
participants (44.2%) are between the ages of 41 and 50.

4.2 Descriptive statistics

When examining the trust types, the highest level of trust is towards the product (3.512).
Subsequently, trust in companies producing halal products (3.032) and trust in the
organization granting halal certification follow.
The religiosity variable has been examined in two sub-dimensions: practice and belief.
The average of the practice dimension is 4.682, while the average of the belief dimension is
4.916. From this perspective, the participants have high levels of practice and belief.
The level of attitude towards purchasing halal products is 4.201, whereas the purchase
intention is 4.682. This information indicates that participants have a high attitude and
intention towards purchasing halal products (see Table 2).
To conclude, the participants in the study exhibited high levels of religiosity, a positive
attitude towards purchasing halal products, and an intention to purchase such products.

N % N %

Gender Marital Status

Male 144 17 Married 727 85.8
Female 703 83 Single 120 14.2
Education Age Group
Primary School 98 11.6 21–30 55 6.5
High School 231 27.3 31–40 285 33.6
Associate Degree 138 16.3 41–50 374 44.2
Bachelor’s Degree 318 37.5 51–60 116 13.7
Post Graduate 62 7.3 61-þ 10 1.2 Table 1.
Missing 7 0.8 Demographic
Source(s): Table created by authors characteristics
EMJB However, the level of trust in halal products, including the product itself, the firm producing
it and the certification authority, remained relatively low. Among these, trust in the
organization granting halal certification was the lowest. These findings suggest that the
participants had some trust issues when it came to halal products.

4.3 Testing measurement model

In this study, confirmatory factor analysis was conducted to identify the factor structures of
the scales. Additionally, the scales’ reliability, discriminant validity, and convergent validity
were calculated. These analyses were performed using the Smart PLS4 program. Table 3
shows the factor loadings.
Trust towards halal products was examined in three dimensions: trust in halal products,
trust in firms producing halal products, and trust in certifying authorities for halal products.
The results of the Confirmatory Factor Analysis (CFA) indicated that trust was divided into
three dimensions, as anticipated according to the literature. The religiosity variable was split
into two dimensions: practice and belief. The CFA results supported this two-dimensional
structure for religiosity. The analysis identified attitudes towards halal products and
intention to purchase halal products as two distinct variables.

4.4 Reliability and validity

The scales’ validity and reliability were examined through internal consistency (Cronbach’s
alpha coefficient), convergent validity, and discriminant validity (see Table 4).
The reliability of the scales was assessed using Cronbach’s alpha coefficient and
Composite Reliability (CR) values, following the methodology outlined by Hair et al. (2017).
The Cronbach’s alpha values for the scales range from 0.837 to 0.957. According to Hair et al.
(2017), alpha values exceeding 0.70 are sufficient for internal consistency. Additionally, CR
values should also exceed 0.70. Upon examining all variables, it is evident that CR values fall
between 0.846 and 0.958, meeting the desired criteria.
Average Variance Extracted (AVE) values are calculated for convergent validity, and
values exceeding 0.50 are considered acceptable (Hair et al., 2017). All variables except for the
belief dimension of religiosity meet this criterion. However, convergent validity is acceptable
due to the belief dimension’s AVE value being close to 0.50 and meeting other measures such
as Factor Loading, CR, and Alpha.
In summary, the reliability and convergent validity of the scales are generally in line with
the recommended standards set by Hair et al. (2017).

4.5 Discriminant validity

The HTMT ratio (Table 5) and Fornell Larcker Criterion (Table 6) are considered for
discriminant validity. HTMT is a distinct construct measuring different variables relative to the

Variables N Mean Std. Deviation

Trust_Firm 847 3.032 0.98040

Trust_Certificate 847 2.955 0.97258
Trust_Product 847 3.512 0.84425
Attitude 847 4.201 0.81705
Intention 847 4.415 0.77110
Religiosity_Practise 847 4.682 0.39993
Table 2. Religiosity_Belief 847 4.916 0.24698
Descriptive statistics Source(s): Table created by authors
 EuroMed Journal
Religiosity- Religiosity- Trust- Trust- Trust- of Business
practice belief firm Intention certificate Attitude product

Religiosity11 0.759
Religiosity12 0.757
Religiosity13 0.643
Religiosity14 0.625
Religiosity15 0.767
Religiosity16 0.603
Religiosity17 0.648
Religiosity19 0.658
Religiosity2 0.755
Religiosity4 0.825
Religiosity5 0.767
Religiosity6 0.817
Religiosity7 0.717
Religiosity8 0.693
TrustFirm1 0.933
TrustFirm2 0.912
TrustFirm3 0.922
TrustFirm4 0.936
Intention1 0.944
Intention2 0.951
Intention3 0.923
Intention4 0.946
TrustCertificate1 0.844
TrustCertificate2 0.899
TrustCertificate3 0.919
TrustCertificate4 0.900
TrustCertificate5 0.911
Attitude1 0.868
Attitude2 0.930
Attitude3 0.940
TrustProduct1 0.788
TrustProduct2 0.908
TrustProduct3 0.852
TrustProduct4 0.857 Table 3.
Source(s): Table created by authors Factor loading table

Composite reliability Average variance extracted

Variables Cronbach’s alpha (α) (CR) (AVE)

Religiosity- 0.861 0.883 0.584

Practise
Religiosity-Belief 0.837 0.846 0.470
Trust-Firm 0.945 0.950 0.857
Intention 0.957 0.958 0.886
Trust-Certificate 0.938 0.939 0.801
Attitude 0.900 0.906 0.834 Table 4.
Trust-Product 0.876 0.901 0.726 Reliability and
Source(s): Table created by authors convergent validity
EMJB Religiosity- Religiosity- Trust- Trust- Trust-
Variables belief practise firm Intention certificate Attitude product

Religiosity-
Belief
Religiosity- 0.677
Practise
Trust- Firm 0.065 0.090
Intention 0.273 0.291 0.308
Trust- 0.079 0.113 0.758 0.315
Certificate
Attitude 0.220 0.299 0.352 0.819 0.379
Trust- 0.088 0.077 0.777 0.460 0.830 0.547
Table 5. Product
HTMT ratio Source(s): Table created by authors

Religiosity- Religiosity- Trust Trust- Trust-

Variables belief practise Firm Intention certificate Attitude product

Religiosity- 0.764
Belief
Religiosity- 0.606 0.685
Practise
Trust- Firm 0.064 0.081 0.926
Intention 0.262 0.266 0.295 0.941
Trust- 0.079 0.104 0.714 0.299 0.895
Certificate
Attitude 0.218 0.263 0.327 0.763 0.350 0.913
Table 6. Trust- 0.085 0.064 0.704 0.435 0.748 0.500 0.852
Fornell–Larcker Product
criterion Source(s): Table created by authors

mean of the average correlations of indicators measuring the same construct. If HTMT exceeds
0.90, it indicates a deficiency in discriminant validity; if it surpasses 0.85, there could be an issue
(Hair et al., 2017). Upon examination of the table, it is evident that all values are below 0.85.
In the Fornell Larcker Criterion Table, bold numbers on the diagonal are square roots of
AVEs, and these numbers should be bigger than correlation coefficients (Hair et al., 2017).
When the table is examined, it is seen that the square roots of AVEs are larger than the
correlation coefficients for all factors.
Based on all these analyses conducted for validity and reliability, the scales are
sufficiently valid and reliable.

4.6 Testing structural model

The study utilized PLS structural equation modeling to conduct a path analysis in two parts.
First, it examined the direct impact of religiosity, trust, and attitude on purchase intention
(see Table 7). Then, it explored the indirect effects of religiosity and trust variables on
purchase intention via attitude (see Table 8).
The SRMR value is often utilized as a model fit criterion in PLS-based structural equation
modeling analyses. In this study, the obtained SRMR value was determined to be 0.061.
For CB-SEM-based models, an SRMR value below 0.08 is desired. However, according to
 EuroMed Journal
Original Sample Std. t p of Business
Variables sample mean deviation statistics values Hypotheses Finding

Trust- 0.087 0.088 0.039 2.211 0.027 H1a Accept

Product → Intention
Trust-Firm → Intention 0.024 0.023 0.034 0.712 0.477 H1b Reject
Trust- �0.038 �0.037 0.034 1.116 0.264 H1c Reject
Certificate → Intention
Trust- 0.561 0.560 0.049 11.528 0.000 H2a Accept
Product → Attitude
Trust-Firm → Attitude �0.041 �0.042 0.042 0.973 0.331 H2b Reject
Trust- �0.066 �0.065 0.043 1.518 0.129 H2c Reject
Certificate → Attitude
Religiosity- 0.090 0.089 0.028 3.160 0.002 H4a Accept
Belief → Intention
Religiosity- 0.024 0.026 0.030 0.801 0.423 H4b Reject
Practice → Intention
Religiosity- 0.054 0.061 0.043 1.242 0.214 H5a Reject
Belief → Attitude
Religiosity- 0.205 0.203 0.042 4.841 0.000 H5b Accept
Practice → Attitude
Attitude → Intention 0.699 0.697 0.032 21.630 0.000 H7 Accept Table 7.
Source(s): Table created by authors Direct effects

Hair et al. (2017), this value is considered low for PLS-SEM models. The obtained value in this
study is consistent with both types of structural equation modeling.
Another criterion used for evaluating the structural model is the R2 value. In this study,
the R2 value was calculated for two variables based on the established model. The R2 value
for attitude is 0.310, which is determined as 0.596 for intention.
Based on both evaluation results, no issues were identified regarding the adequacy of the
structural model.
When examining the effects of the religiosity variable on attitude and intention, it is
observed that the belief dimension of religiosity has a significant and positive impact on
intention (Std. Beta 5 0.090; p 5 0.002), and the practice dimension of religiosity has a
significant and positive effect on attitude (Std. Beta 5 0.205; p 5 0.000). Additionally, no
significant results were found for the belief dimension of religiosity on attitude and the
practice dimension of religiosity on intention.
Analyzing the direct effects of trust on intention reveals that only trust in halal products
significantly and positively influences attitude (Std. Beta 5 0.561; p 5 0.000) and purchase
intention (Std. Beta 5 0.087; p 5 0.027). Trust in firms producing halal products and trust in
organizations providing halal certification do not directly impact either attitude or intention.
Finally, based on the analysis results, it is determined that the attitude towards
purchasing halal products has a significant and positive impact on intention.
In light of these results, hypotheses H1a, H2a, H4a, H5b, and H7 are supported, whereas
hypotheses H1b, H1c, H2b, H2c, H4b, and H5a are rejected.
In this phase, the examination focused on whether religiosity and trust variables influence
intention through attitude. The analysis results indicate that trust in the product (Std.
Beta 5 0.392; p 5 0.000) and religiosity-practice (Std. Beta 5 0.143; p 5 0.000) variables
influence intention through attitude.
Based on these findings, hypotheses H3a and H6b are supported, while hypotheses H3b,
H3c, and H6a are rejected.
 Indirect effects
Table 8.

EMJB
Variables Original sample Sample mean Standard deviation t statistics p values Hypotheses Finding

Trust-Product → Attitude → Intention 0.392 0.391 0.042 9.408 0.000 H3a Accept
Trust-Firm → Attitude → Intention �0.029 �0.029 0.029 0.973 0.331 H3b Reject
Trust-Certificate → Attitude → Intention �0.046 �0.046 0.031 1.501 0.133 H3c Reject
Religiosity-Belief → Attitude → Intention 0.038 0.043 0.030 1.243 0.214 H6a Reject
Religiosity-Practice → Attitude → Intention 0.143 0.142 0.030 4.728 0.000 H6b Accept
Source(s): Table created by authors
5. Conclusion and discussion EuroMed Journal
In a country like Turkey, where there is a considerable Muslim population, the production and of Business
consumption of halal products are of great significance from various perspectives. The rapidly
growing halal product market involves several stakeholders, with consumers being the most
critical ones to consider. This is because consumers’ attitudes towards halal products impact
the ability of sector stakeholders such as producers, sellers, and certification bodies to meet
consumers’ desires and needs effectively. In this context, consumers’ primary need concerning
halal products is the need for trust. Furthermore, even within a Muslim society, individuals’
religiosity influences their perspectives on halal products. This study examines how Muslim
consumers’ trust in halal products, firms producing halal products, and certifying organizations
affect their intention to purchase halal products. It also looks into the impact of consumers’
levels of religiosity and attitudes towards halal products on their purchase intention. Finally,
the research investigates whether consumers’ attitude towards halal products indirectly
influences the relationship between halal trust, religiosity, and purchase intention.
Trust is a key factor in this study, and it has been analyzed from different angles. The
findings indicate that having trust in halal products has a significant and positive impact on
the consumer’s intention to purchase these products. This means that consumers with a
higher level of trust are more likely to choose halal-certified products. When consumers
require more information about product content, production processes, and quality, they
tend to seek trust. These findings align with prior research by Ali et al. (2018), Farah (2021),
Ali et al. (2021), Ashraf (2019), and Handriana et al. (2021). Another study outcome indicates
that trust in halal products positively affects the attitude toward halal products. Establishing
trust among consumers regarding halal products leads to a positive attitude. This result is
consistent with studies conducted by Handriana et al. (2021), Pradana et al. (2022), and
Hussain et al. (2024). Additionally, our study finds that trust in halal products directly
influences purchase intention and indirectly impacts it through attitude. While Rubiyanti
and Mohaidin (2018) proposed that trust affects purchase intention through attitude, Wiranti
et al. (2023) found no mediating role of attitude in the impact of trust on purchase intention.
The dimensions of trust related to trust in firms producing halal products and trust in
certifying organizations do not exhibit any influence on either intention to purchase halal
products or attitude toward halal products. Only trust in halal products, whether directly or
indirectly through attitude, guides consumers toward purchase intention. Given that
consumers interact directly with the product, it is natural for trust in halal products to play a
substantial role in shaping purchase intention. In this study, participants were asked
whether they knew organizations in Turkey that provide halal certification. 52.8% of the
participants indicated they needed to become familiar with halal certification entities; among
those familiar, 23.25% named firms producing halal products instead of certification bodies.
This information suggests that participants must know elements beyond the product (such
as firms and certification bodies). Consequently, the ineffectiveness of extrinsic trust
elements on attitude and intention can be expected.
Another prominent variable in this study is religiosity, which has been dissected into
belief and practice dimensions. The belief dimension of religiosity is associated with the
tenets of the adhered religion (such as belief in Allah and acceptance of Prophet Muhammad).
The practice dimension of religiosity pertains to performing actions prescribed by the
religion, embodying the practical applications of religious teachings. According to the
research findings, the belief dimension of religiosity significantly and positively affects
the intention to purchase halal products. This finding aligns with several prior studies (Fatmi
et al., 2020; Zakaria et al., 2017; Abdullah et al., 2021). However, the impact of the belief
dimension on attitude toward halal products reveals no significant effect. Consequently,
belief-based religiosity does not significantly influence attitude formation. In contrast, the
practice dimension of religiosity significantly and positively impacts the attitude toward
EMJB halal products. An increase in practice-based religiosity leads to a positive attitude toward
halal products. Similar results have been observed in studies conducted by Abou-Youssef
et al. (2015) and Rahman et al. (2015), as well as Mukhtar and Butt (2012). Indeed, the belief
and practice aspects of religiosity represent different dimensions of an individual’s life from a
religious standpoint. A religious individual may hold religious values and beliefs but refrain
from regularly engaging in practices. Therefore, the influence of religious values on the
intention to purchase halal-certified products might be more pronounced than practices.
The unique contribution of our study in the context of religiosity is its exploration of
whether the attitude variable acts as a mediator in the emergence of purchase intention. The
analysis indicates that the practice dimension of religiosity influences intention through
attitude toward halal products. Individuals with higher levels of practice-based religiosity
tend to have a more positive attitude toward halal products, which translates into purchase
intention. According to Tuhin et al. (2022), consumer attitude mediates the relationship
between religiosity and halal purchase behavior. Sharma et al. (2017) also note that the
impact of religiosity on purchase intention is mediated by attitude.
Another significant finding of the study is that attitude toward halal products
significantly and positively influences the intention to purchase halal products. This
result is consistent with many studies in the literature, such as Sharma et al. (2017), Bashir
(2019), Utomo et al. (2021), Rizkitysha and Hananto (2022), and Kasri et al. (2023). This
outcome underscores the importance of a positive attitude toward any phenomenon for
exhibiting favourable behavior. Therefore, a positive attitude is crucial in the context of the
intention to purchase halal products.
In conclusion, this study examines the complex interplay of religiosity and trust in
influencing attitudes and purchase intentions toward halal products. The findings highlight
the pivotal roles of trust, religiosity, and attitude in shaping consumers’ intentions to
purchase halal products. The mediating role of attitude between religiosity and purchase
intention has been revealed, particularly in the practice-based dimension of religiosity.
Furthermore, the research emphasizes the significance of a positive attitude in driving the
intention to purchase halal products.

5.1 Theoretical implications

The research demonstrates that trust in halal products significantly and positively
influences purchase intention and attitudes toward halal products. Accordingly, it has been
determined that as consumers’ trust in halal products increases, their tendency to purchase
them rises, and they develop a positive attitude towards them. This underscores the
importance of consumers’ confidence in the adherence of products to halal standards in
enhancing their intention to purchase. This situation can be interpreted as high trust
directing consumers to prefer halal-certified products. Moreover, when consumers lack
sufficient information about halal products’ contents, production processes, and quality, they
seek trust. Halal product certification is a crucial solution to this information gap, providing
consumers with increased product confidence. Therefore, the perception that halal-certified
products comply with specific standards and religious requirements boosts consumers’ trust
in these products. By looking at the halal certification, consumers gain insights into the
product’s quality, reliability, and ethical compliance, leading to a more positive attitude
towards these products. This contributes to consumer behavior theories by highlighting the
central role of trust elements in consumer decision-making processes. In the context of halal
products, it’s theoretically discussable that trust reduces uncertainties regarding product
quality and compliance, positively affecting consumers’ purchasing decisions. Marketers
must effectively track and manage all situations, whether within their control or not, to build
brand trust and support purchase intention (Nosi et al., 2022).
 The research also shows that, from a religious standpoint, belief has a significant and EuroMed Journal
positive effect on the intention to purchase halal-certified products. This indicates that of Business
religious beliefs influence consumers’ interest in halal products and purchase intentions.
Regarding religiosity, the practice of worship has a significant and positive effect on
attitudes towards halal-certified products. This finding reveals the impact of religious
practices on consumers’ attitudes towards halal products, illustrating that religious
individuals approach halal products with a higher intent to purchase. This finding supports
the importance of religiosity in influencing individuals’ consumption preferences and
behaviors in consumer behavior literature. It suggests developing more theoretical
frameworks on how religious beliefs and practices shape product preferences and guide
purchasing behaviors.
While existing studies generally examine the factors influencing the consumption of halal
products, the direct and indirect effects of trust in these products on purchase intention and
consumer attitudes represent a significant gap that this research can fill. On the other hand,
studies that separately address the impact of religiosity on the intention to purchase halal-
certified products and attitudes towards them, considering both belief and worship
dimensions, are limited. This research allows for a better understanding of the effects of
different aspects of religiosity on consumer behavior by thoroughly examining the
dimensions of religiosity. Furthermore, studies on how attitudes towards halal products
affect purchase intention are generally limited. Overall, manufacturers, suppliers, and
marketers can utilize experiential marketing techniques to cultivate positive reactions to
their products and brands. Furthermore, retailers can curate a unique shopping experience
through strategic methods (Levy and Gendel Guterman, 2021). This research can deepen our
understanding of this area by exploring the relationship between attitudes toward halal
products and the intention to purchase halal-certified products.
Additionally, studies examining the indirect effects of trust in halal products and
dimensions of religiosity on the intention to purchase halal-certified products are rare.
By investigating these effects, this research helps better understand the complex interactions
between the marketing of halal products and consumer behavior. Finally, this study tackles
the subject from a unique perspective by offering a general overview of attitudes towards
halal products and purchase intentions in different cultural and geographical contexts, such
as Turkey, where Muslims predominantly reside. Thus, the study provides an in-depth
examination of the marketing of halal-certified products and consumer behavior in the
existing literature, filling the knowledge gaps on the intention to purchase halal products in
academic circles and opening new avenues for research. It is possible to segment Muslim
consumers based on their level of religiosity and develop marketing strategies for each group
(Nasution et al., 2023). The research identifies that halal certification increases consumer
trust by bridging the information gap and provides insights into halal products’ quality,
reliability, and ethical compliance. This can serve as a basis for developing theoretical
models exploring the effects of certification and labeling on consumer trust and information
seeking. It also emphasizes the significance of further theoretical research to understand
certification’s direct and indirect impacts on consumer perception and behavior.
The study demonstrates that attitudes towards halal products significantly and
positively affect their purchase intention. The development of a positive attitude by
consumers towards halal products indicates a tendency to increase their intention to
purchase these products. The research also points out the indirect effects of trust in halal
products and religiosity on purchase intention. This effect can be interpreted as trust and
religiosity influencing consumers’ attitudes towards halal products, indirectly shaping their
purchase intention.
The research highlights the significance of examining the marketing of halal products
and consumer behavior in different cultural and geographical contexts, like Turkey, where
EMJB Muslims predominate. This indicates a need for theoretical studies in consumer behavior
theory that more thoroughly investigate the influence of cultural and geographic factors on
consumption preferences and behaviors. In the context of understanding cultural diversity
and global markets, such theoretical frameworks could help design more effective marketing
strategies and consumer policies. In predominantly Muslim countries, market segments can
be created based on consumers’ attitudes, perceptions, behavioral control, and religious
tendencies and knowledge. These factors have a significant impact on religiosity, especially
in the halal product category (Kaur et al., 2023).
These outcomes significantly contribute to understanding the complex interactions
between trust in halal products, levels of religiosity, and attitudes in shaping consumers’
purchase intentions and approaches towards halal products. These implications offer
valuable insights into how consumers’ religious beliefs, trust perceptions, and attitudes
influence their purchase of halal-certified products. Validating these conclusions on a larger
scale and exploring them in different contexts would be beneficial.

5.2 Practical implications

The findings that trust in halal products and religiosity significantly affect the intention to
purchase halal-certified products can guide marketers and producers in developing
advertising strategies highlighting halal certifications and religious values to reach their
target audiences more effectively. Considering the significant role of trust in halal products, it
would be beneficial to enhance the transparency, reliability, and accessibility of halal
certification processes. This could positively impact consumers’ trust in halal-certified
products and purchasing intentions. Given the significant effects of religiosity and worship
practices on attitudes and purchase intentions towards halal-certified products, organizing
education and awareness programs about the importance and value of halal products in
communities could be advantageous. These programs vary depending on the dimensions of
religiosity and worship practices.
The determination that a positive attitude towards halal products increases purchase
intentions suggests that producers need to understand consumer expectations for halal
products better and develop innovative products that meet these expectations. Besides
compliance with halal certification standards, meeting consumers’ expectations regarding
quality and health is crucial. Providing clear and consistent information about the value and
importance of halal-certified products can enhance consumer trust and satisfaction. This
requires transparent communication about halal products and prompt, clear responses to
consumer inquiries.
Accordingly, marketing halal products involves improving certification processes,
increasing consumer education and awareness, and developing strategic product
development and customer relations initiatives. These strategies should benefit both halal
product producers and consumers.
The results suggest that aspects of religiosity influence consumers who value halal
products in their purchase intentions. Firms and organizations can foster a positive attitude
among consumers by emphasizing the credibility and suitability of halal-certified products.
Well-designed marketing and communication strategies can boost consumers’ trust in these
products. Displaying the halal certification on products and providing transparent
information about the certifications’ validity can strengthen consumer confidence. Halal
certification logos on product labels or packaging emphasize the products’ suitability.
Additionally, transparent disclosure of production processes and contents offers
consumers more product information. Demonstrating that production stages and
materials align with halal standards can improve consumer trust. Moreover, regularly
educating consumers about the production and significance of halal products can raise
awareness. Sharing information on websites, social media platforms, or product packaging EuroMed Journal
can be adequate. If businesses genuinely adhere to halal standards and meet the real needs of of Business
consumers who value halal products, they can increase interest in such products. Ultimately,
the study’s results could help formulate marketing strategies and position businesses
effectively in the halal product market.

5.3 Limitations and future research

This study exclusively addresses the attitudes of consumers residing in Turkey towards
halal products. Future research could investigate how trust in halal products and the degree
of religiosity influence consumers’ purchase intentions towards halal products in diverse
cultural and geographical settings. Conducting cross-cultural and cross-national studies
would be beneficial. A comparative analysis could be conducted between countries with
majority Muslim populations and those with minority Muslim populations to examine the
impact of consumers’ knowledge levels on their attitudes towards halal products and
purchase intentions. This could also assess the effectiveness of educational and
informational campaigns.
An in-depth examination of the effects of demographic variables such as age, gender,
and income level on consumer attitudes and purchase intentions towards halal products
could provide valuable insights for market segmentation and targeting strategies.
Investigating how the intention to purchase halal-certified products and consumer
attitudes evolve could aid in understanding how consumer attitudes and behaviors
towards halal products develop over time and through various marketing interventions.
A comparative analysis of the effects of different halal certification standards on
consumer trust and purchase behaviors could offer critical insights for standardizing and
improving certification processes. The impact of social media and online platforms on
consumer attitudes and purchase intentions towards halal products warrants investigation,
particularly the effectiveness of these platforms in informing and engaging younger
consumers.
Additionally, a qualitative methodology study focusing on focus groups could
significantly contribute to understanding consumer attitudes and behaviors in this
domain, employing terms from the marketing and consumer behavior literature.

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Further reading
Global Halal food Market (2002), available at: https://www.expertmarketresearch.com/reports/halal-
food-market#:∼:text5The%20global%20halal%20food%20market,USD%204.11%20trillion
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mediating role of trust on the effect of halal certification on purchase intention”, Journal of
Economics, Finance and Management Studies, Vol. 5 No. 1, pp. 228-239, doi: 10.47191/jefms/
v5-i1-28.
Ramp, W. and Sack, D. (2002), “Whitebread protestants: food and religion in American culture”,
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consumers’ Halal meat consumption: applying and extending the theory of planned behavior”,
Journal of Food Products Marketing, Vol. 24 No. 8, pp. 960-981, doi: 10.1080/10454446.2018.
1450173.

About the authors

Fatih Koc has a Ph.D. degree in Marketing. He works as an Assoc. Prof. at Kocaeli University Business
Faculty. His research interests are marketing, consumer behavior, and corporate social responsibility.
His articles were published in SSCI-indexed journals.
Bekir Ozkan has a Bachelor’s degree in business administration. He also received his Master’s and
Ph.D. degrees in business administration. He works in the field of marketing, and consumer behavior.
He works at Bursa Technical University, Department of Business Administration. He wrote his doctoral
thesis on consumer behavior towards halal food consumption. He works in the same field.
Marcos Komodromos is an Associate Professor at University of Nicosia’s Department of
Communications. Dr Komodromos is a Member of the Chartered Institute of Public Relations (CIPR)
of Great Britain, a Chartered PR practitioner (Ch. PR) and has been an active member of many
Professional Associations and organizations in Cyprus and the U.K. He has earned two Master’s
Degrees in Communications and in Management, and completed his PhD in organizational justice, trust
and the management of change in organizations (Doctor of Philosophy in Business Administration).
Currently, he is a consultant in strategic communication, digital media, and marketing communication
in organizations in Cyprus and abroad, and he is a certified trainer and coach for employees in the areas
of communication and public relations, marketing, social media, leadership, media training, and
management. He has published widely on communication and public relations, organizational justice,
organizational trust, new media, digital marketing communications, management of change, internal
communication, and corporate social responsibility. Marcos Komodromos is the corresponding author
can be contacted at: komodromos.m@unic.ac.cy
Ibrahim Halil Efendioglu has a Ph.D. in business administration from Hasan Kalyoncu University.
He is currently a Lecturer at Gaziantep University. His articles were published in distinguished journals,
including the International Journal of Emerging Markets (SSCI) and the Review of Marketing Science
(Scopus). His research and teaching interests include digital marketing and consumer behavior.
 Tamer Baran has Ph.D. degree in General Busines and he works as an Assoc Prof at Pamukkale EuroMed Journal
University, Kale VS, Travel-tourism and Entertainment department. His specifications are Marketing of Business
Researches, Brand Management, Islamic Marketing, and Consumer Behavior. He has several
publications in Brtisih Food Journal, Journal of Islamic Marketing, Journal of Islamic Accounting and
Business Research.

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