Awang, Asmaa and Mahamad Maifiah, Mohd Hafidz and Ahmad, Anis Najiha (2026) Factors affecting Muslim consumers’ intention to purchase halal nutraceuticals in Kelantan, Malaysia. International Journal of Business and Technology Management, 8 (3). pp. 757-775. E-ISSN 2682-7646
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Abstract
The increasing presence of potentially unsafe nutraceutical products has led to recommendations for consumers to opt for halal nutraceuticals. Choosing halal products ensures that they have undergone a rigorous process to ensure their safety and permissibility. This study aims to investigate factors that influenced consumers' intention to purchase halal nutraceuticals in the market by extending the classical Theory of Planned Behaviour (TPB). Utilising convenience sampling, quantitative data from 385 respondents were analysed via Partial Least Squares Structural Equation Modelling (PLS-SEM). Attitude, subjective norms, and perceived behavioural control all have a significant direct impact on consumers’ intention to purchase halal nutraceuticals. In contrast, halal awareness does not exhibit a significant effect on purchase intention. The findings also show that both religiosity and knowledge play a key role in shaping consumers’ attitudes toward halal nutraceuticals. Additionally, mediation analysis reveals that attitude mediates the relationship between knowledge and purchase intention, whereas no mediating effect is observed in the relationship between religiosity and purchase intention. In conclusion, the results suggested that consumers in Kelantan are more inclined to purchase halal nutraceuticals when they possess sufficient knowledge about the product, hold positive opinions, receive encouragement from others, and have the means to make the purchase.
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