Article by Suddin Lada, Geoffrey Harvey Tanakinjal and Hanudin Amin
Purpose - Emphasis (penekanan, penegasan) on the importance of halal product is now growing. It is fast becoming a new market force and brand identifier and is now moving into the mainstream (aliran utama) market, affecting and changing perception on how business should be conducted, including from a marketing point of view. The purpose of this paper is to test the applicability of the theory of reasoned action (TRA) in predicting (meramalkan)the intention to choose halal product among Malaysian consumers.
The Finding indicated that the TRA is valid mode in the prediction of the intention to choose halal product. Attitude and subjective norm were found to be positively related to intention, with subjective norm being the more influential predictor. Subjective norm was also positively related to the attitude to chose halal product.
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