Consumer’s Perceptions and attitudes towards Halal market in Ireland

Abstract

This study aims to evaluate the relationship between various factors and their effectiveness on Muslims consumers’ perceptions to purchase from Halal shops. The concept of consumers’ perceptions is also central to debates regarding the development of various theoretical models, which aim to effectively explain different factors and their impact on consumer’s intention to purchase from Halal shops in Ireland. The primary focus of this study is to measure variables namely, behaviour, customer satisfaction, customer perceived, functional value, and emotional value in the context of Muslims consumer intention to purchase from halal shops. However, little is known about the direct relationship between factors influence Muslims consumers intentions to purchase in the context of Halal shops. This study aimed to address this gap by examining whether these factors are likely to impact on intentions to purchase from Halal shops among Muslims live in Ireland. Methods: The study addressed this gap by using a quantitative methodology, employing a questionnaire. Data comes from a cross-sectional survey with a total of 62 (n=62) individuals who completed the survey and were accessed in terms of their intentions to purchase from Halal shops. The survey structure was largely based on Likert scales adopted from the literature for simplicity, consistency, and reliability. Results: SSPS software was employed in the analysis. In order to minimize errors in the analysis process descriptive statistics analysis is applied. Descriptive analysis was used for all sections of the analysis, including respondents’ demographics, each variable; behaviour, customer satisfaction, customer perceived, functional value, and emotional value. The statistical results indicate that purchase intentions form Halal shops is associated with the proposed independent variables. Implication: This study does not provide any qualitative data, and hence, certain perspectives are not explored.