FACTORS AFFECTING CONSUMER INTENTION TOWARDS HALAL FOOD IN LOW-COST AIRLINES IN KELANTAN, MALAYSIA

Abstract

This study investigates the level of consumer intention towards halal food in low-cost airlines in Kelantan, Malaysia. The Theory of Planned Behaviour (TPB) model is applied to determine the relationship between religious beliefs and the intention of consumers towards halal food. A self-administered questionnaire was used to collect data from 75 respondents, and descriptive and Chi Square analysis were used for data analysis. The results indicate that consumers are mainly at a moderate level of intention towards halal food in low-cost airlines, with the highest mean score being for intention levels. Attitude, subjective norms, and perceived behavioural control were found to be moderating factors influencing consumer intention towards halal food. The results also reveal a significant relationship between religion and consumer intention, with Muslims in Malaysia playing a major role in driving intention towards halal food. The study is expected to help airline companies in improving their service towards Muslim customers and increasing revenue.