Enablers of halal food purchase among Muslim consumers in an emerging economy: an interpretive structural modeling approach

Abstract

Purpose This study aims at identifying a set of determinants that affect halal food purchase intention and measures the relative ranks of these determinants in purchasing halal food among Muslim consumers in India. Design/methodology/approach Interpretive structural modeling (ISM) approach has been employed in the research, which is an expert opinion-based approach. The opinions of experienced academicians and marketing professionals have been recorded for reaching to the conclusions. Matrice d' impacts croises multiplication applique an classement (MICMAC) analysis has also been applied to examine the driving and dependent power of these determinants. Findings Driver power-dependence matrix reveals that although knowledge of halal and attitude are weak drivers, yet they are strongly dependent upon other determinants. These two variables are at the top of the ISM digraph hierarchy. Food safety and halal labeling have strong driving power, as well as strong dependence. Three determinants, namely brand origin, religiosity and price, have strong driving powers and weak dependence. These variables lay at the bottom level of the ISM model. Originality/value This is the first study that examines the interrelationships between determinants and relative rank of these determinants in halal food purchase, using ISM approach and MICMAC analysis.