Determinants of Tunisian consumer purchase intention halal certified products: a qualitative study

Loussaief, Aida and Haque, Ahasanul (2018) Determinants of Tunisian consumer purchase intention halal certified products: a qualitative study. International Tourism and Hospitality Journal, 1 (3). pp. 1-16. ISSN 2616-518X E-ISSN 2616-4701

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Abstract

Tunisia created its own halal certification on 6th March 2013 which is displayed only on exported products. In fact, there are no halal certified products in the Tunisian market. Thus, this study aims to identify the factors that may influence the Tunisian consumer’s intention to purchase a halal certified product if they will be available on the local market. As halal certification is a new phenomenon in Tunisia, this study has used a qualitative exploratory method. Twenty one in-depth interviews have been conducted. Four consumers segments have been identified based on age and religiosity level: “Enthusiasts” (28.57%), “Supporters” (33.33%), “Indifferents” (19.04%) and “Oppositionists” (19.04%). The determinants and the intention to purchase a halal certified product differ significantly across groups. Given that this study is the first one investigating the Tunisian consumer intention toward halal certified products, it provides valuable insight for companies who want to start a halal industry in Tunisia.

Item Type:	Article (Journal)
Additional Information:	5056/68634
Uncontrolled Keywords:	Halal certification, Consumer intention, Consumer segments
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5387 Business ethics
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User:	Prof. Dr Ahasanul Haque
Date Deposited:	20 Dec 2018 15:19
Last Modified:	20 Dec 2018 15:19
URI:	http://irep.iium.edu.my/id/eprint/68634

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