Public Douglas Chupong Jati Kasuma Ratnawate Panie
Faculty of Business Management, Universiti Teknologi MARA (UiTM), Sarawak
Yusman Yacob
Co-operative College of Malaysia (Sarawak)
This study focused on the purchased intention of halal products among Co-operatives’ non- Muslim members. The study aims to understand the relationship between attitude, subjective norms and perceived behavioral control on purchase intention. A survey was conducted in Kuching City where a total of 338 questionnaires were distributed to gather information on willingness to purchase halal products among non-Muslim member of co-operatives. With the returned questionnaires of 166, the result shows that the respondents are aware of the existence of halal products and are willing to purchase halal products. The results also indicate that the Perceived Behavior Control is the most important factor in influencing non-Muslim’s halal purchase intention, followed by Subjective Norms and Attitude. Furthermore, in determining category of halal products purchased, halal food and beverages were found to be the major category of halal products that counted high willingness of purchases, followed by halal toiletries products, halal cosmetics products, and halal pharmaceutical products. This study provides halal industries with a greater understanding of the consumer behavior relating to halal products thus creating an understanding on halal principles that will influence their perceptions and attitudes towards halal products.