Intention to consume halal pharmaceutical products: evidence from Indonesia

• Published in: Journal of Islamic marketing Vol. 14; no. 3; pp. 735 - 756
• Main Authors: Kasri, Rahmatina Awaliah, Ahsan, Abdillah, Widiatmoko, Dono, Hati, Sri Rahayu Hijrah
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 10-02-2023; Emerald Group Publishing Limited
• Subjects: Consumer behavior; Consumer protection; Consumers; Consumption; Coronaviruses; Cosmetics; Drug stores; Halal food; Islamic law; Muslims; Pharmaceutical industry; Purchase intention; Regulation; United States > US; Indonesia; Islamic pharmaceuticals’ cosmetics and toiletry; Halal pharmacy; Consumer behaviours; Islamic economics; The Muslim consumer; Indonesia halal industry; Theory of planned behaviour
• ISSN: 1759-0833; 1759-0833; 1759-0841
• DOI: 10.1108/JIMA-06-2021-0192

Purpose
Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse consumer behaviour with regard to halal pharmaceutical products. Therefore, this study aims to investigate the factors influencing purchase intention for halal pharmaceutical products among Indonesian Muslims.
Design/methodology/approach
This study uses a theory of planned behaviour approach, in which religiosity and knowledge of halal product variables are added to attitude, subjective norms and perceived behavioural control variables. Primary data were collected from 225 Indonesian Muslims in Jakarta, the capital city of Indonesia and analysed using structural equation modelling.
Findings
The study found that the intention to purchase halal pharmaceutical products is positively affected by attitude, religiosity, knowledge of halal products and perceived behavioural control. However, the influence of the subjective norm variable was found to be insignificant in this study.
Research limitations/implications
It is possible to improve the empirical model by including more explanatory variables and investigating the mediating effect of the variables. The study could also be scaled up to reach more respondents in different regions and countries. These additional aspects would provide better insights into the behaviour of consumers when considering halal pharmaceutical products.
Practical implications
The findings suggest the importance of designing and implementing appropriate strategies and campaigns to enhance knowledge of halal products, of positive attitudes and of better resources/opportunities to consume halal pharmaceutical products. The industry needs to highlight its products’ halal and tayyib aspects through proper branding and promotion strategies. The government and other stakeholders could also implement education campaigns to increase halal products and halal literacy knowledge. These are ultimately expected to enhance the effectiveness of halal regulations and meet Muslim consumer expectations in the country.
Originality/value
Despite the importance of halal pharmaceutical products, this area has received limited attention in the academic literature. Thus, this study attempts to elaborate on consumer behaviour in this niche area.