The Antecendents of Halal Consumption Congruence (HaCC) of Malaysia’s Halal Food Products: A Conceptual Approach

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Abstract:

Today’s Muslim consumers are techno-savvy, with access to unlimited knowledge and embrace Halal as their lifestyle. This paper is exploring the antecedents of consumer Halal Consumption Congruence (HaCC) on Malaysia’s Halal food products and its influence towards their purchase intention and buying decisions. Three common constructs of consumer consumption congruence were identified, namely country of origin, consumer ethnocentrism and religiosity commitment. The results generated would uncover the antecedents of consumer HaCC and its effects on Muslim consumer attitude and purchase intention towards Malaysia’s Halal food products. The findings proffer a modest contribution in understanding and defining the scope of HaCC for Halal food products.

Keywords:

Congruity theory, Ethnocentrism, Religiosity commitment, Halal consumption congruence.