THE EFFECTS OF RELIGIOUS AWARENESS OF THE HALAL MARK ON THE MUSLIM CONSUMER IN MALAYSIA
Keywords:
religious awareness, halal brand, Muslim consumer behaviorAbstract
Abstract: The aim of this study was to evaluate the impact of halal brand religious awareness of consumer behavior in Malaysia. This was achieved by studying the relationship between religious awareness of the halal brand and consumer behavior, as well as investigating the effect of religious awareness of the halal brand on consumer behavior. In addition, the study explored the potential mediating role of halal branding in the relationship between religious awareness and consumer behavior. The research used a quantitative approach, using a questionnaire as the primary tool for collecting data. The study examined many aspects including the demographic characteristics of the sample, religious awareness, the halal brand, and customer behavior. Data were obtained from a group of people residing in Malaysia, with a research sample size of 112 participants. The data was analyzed using the SPSS program with the aim of examining the study hypotheses using several non-parametric tests. The study reached several results, the most important of which was identifying a positive relationship between religious awareness, the halal brand, and Muslim consumer behavior in Malaysia. In addition, the study revealed a positive impact of religious awareness regarding halal branding on Muslim consumer behavior in Malaysia. The results of the study indicate a mediating effect of religious knowledge associated with the halal brand on customer behavior. The research suggested that further investigation into halal brand knowledge is warranted, given its ethical and economic importance, and its potential impact on human behavior.
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