THE INFLUENCE OF SUBJECTIVE ATTITUDES AND NORMS ON MUSLIM CONSUMERS' PREFERENCES FOR ISLAMIC CLOTHING:
A CASE STUDY ON HALAL LABELS
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Fathur Rohman(1*)
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti Jakarta
-
Yolanda Masnita(2)
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti Jakarta
(*) Corresponding Author
Keywords:
Theory of Planned Behavior, Perceived Behavioral Control, Halal Label, Brand Personality; Attitude, Subjective Norms, Perceived Importance, Purchase Intention
Abstract
This study aims to explore the influence of religiosity factors on Muslim clothing brand preferences. In the context of the growing Muslim fashion industry, a fundamental problem arises related to the importance of halal labels in consumer decision-making. Through the Theory of Planned Behavior (TPB) approach, this study shows that consumer attitudes towards Muslim clothing products, subjective norms in their environment, perception of behavior control, and the importance of halal labels play a key role in purchasing decisions. The study used a quantitative approach using a questionnaire to measure variables. The results showed that attitudes and subjective norms have a significant impact on consumers' preferences for Islamic clothing. To improve generalizability of the results, future research should consider a larger and more representative sample. Additionally, marketers should integrate religiosity and Muslim consumer preferences into their marketing strategies to better to the needs of Muslim consumers.
Keywords: Theory of Planned Behavior; Perceived Behavioral Control; Halal Label; Brand Personality; Attitude; Subjective Norms; Perceived Importance; Purchase Intention
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References
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Kim, H.Y. and Chung, J.E. (2011), “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, Vol. 28 No. 1, pp. 40-47.
Maison, D., Marchlewska, M., Zein, R.A., Syarifah, D. and Purba, H. (2019), “Religiously permissible consumption: the influence of the halal label on product perceptions depending on the centrality of religiosity”, Journal of Islamic Marketing, Vol. 10 No. 3, pp. 948-960, doi: 10.1108?JIMA-07-2018-0119.
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Rizkitysha, T.L. and Hananto, A. (2022), “Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent?”, Journal of Islamic Marketing, Vol. 13 No. 3, pp. 649-670, doi: 10.1108/JIMA-03-2020-0070.
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Silalahi, S.A.F. (2024), "Do consumers need halal label? Evidence from small and medium enterprises segment in a major Muslim environment", Journal of Islamic Marketing, Vol. 15 No. 2, pp. 470-492. https://doi.org/10.1108/JIMA-12-2021-0401
Sjahrifa, C. and Fathia, C.A. (2019), “Young Indonesian Muslim women consumer behavior toward modest sportswear”, Journal of Business and Retail Management Research, Vol. 13 No. 4.
Suleman, S., Sibghatullah, A. and Azam, M. (2021), “Religiosity, halal food consumption, and physical well-being: an extension of the TPB”, Cogent Business and Management, Vol. 8 No. 1, pp. 1-7, doi: 10.1080/23311975.2020.1860385.
Teo, T. and Lee, C.B. (2010), “Examining the efficacy of the theory of planned behavior (TPB) to understand pre-service teachers’ intention to use technology”, in Steel, C.H., Keppell, M.J., Gerbic, P. and Housego, S. (Eds), Curriculum, Technology and Transformation for an Unknown Future, Proceedings ascilite Sydney 2010, pp. 968-972.
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Wilson, J.A.J. and Grant, J. (2013), “Islamic marketing – a challenger to the classical marketing canon?”, Journal of Islamic Marketing, Vol. 4 No. 1, pp. 7-21, doi: 10.1108/17590831311306327.
White, B., E., Al-Gahtani, S.S. and Hubona, G.S. (2007), “The effects of gender and age on new technology implementation in a developing country: testing the theory of planned behavior (TPB)”, Information Technology and People, Vol. 20 No. 4, pp. 352-375.
Wise, D., Goggin, K.J., Gerkovich, M.M., Metcalf, K.A. and Kennedy, S.L. (2006), “Predicting intentions to use condoms using gender, sexual experience, and the theory of planned behavior”, American Journal of Health Education, Vol. 37 No. 4, pp. 210-218.
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Zafar, M.Z., Shi, X., Yang, H., Abbas, J. and Chen, J. (2022), “The impact of interpretive packaged food labels on consumer purchase intention”, International Journal of Environmental Research and Public Health, Vol. 19 No. 22, pp. 1-16, doi: 10.3390/ijerph192215098.
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doi: 10.1177/002224379703400304.
Abdallah, A., Rahem, M.A. and Pasqualone, A. (2021), “The multiplicity of halal standards: a case study of application to slaughterhouses”, Journal of Ethnic Foods, Vol. 8 No. 1, pp. 1-15, doi: 10.1186/s42779-021-00084-6.
Afifuddin, Y. M. R. dan S. (2012). Pengaruh Pencantuman Label Halal Pada Kemasan Mie Instan Terhadap Minat Pembelian Masyarakat Muslim (Studi Kasus Pada Mahasiswa Universitas Al-Washliyah, Medan) Y Jurnal Ekonomi Dan Keuangan, 1(427).
Agung, M. M., & Dwi, A. W. U. (2020). Analisis religiusitas, halal brand personality dan norma subyektif terhadap keputusan pembelian kosmetik pada Remaja di Kota Purwokerto. 6(3), 31–42.
http://ejournal.unida.gontor.ac.id/index.php/altijarah.
Ahmadova, E. and Aliyev, K. (2021), “Determinants of attitudes towards halal products empirical evidence from Azerbaijan”, Journal of Islamic Marketing, Vol. 12 No. 1, pp. 55-69.
Ajzen, I. (1991), “The theory of planned behaviour”, Organizational Behavior and Human Decision Processes, Vol. 50 No. 2, pp. 179-211.
Ajzen, I. (2002), “Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior”, Journal of Applied Social Psychology, Vol. 32 No. 4, pp. 665-683.
Al-Kwifi, O.S., Gelaidan, H.M.H. and Fetais, A.H.M.A. (2021), “Identifying the influence of the halal logo on Muslim consumers’ attitudes using fMRI technology”, Journal of Islamic Marketing, Vol. 12 No. 6, pp. 1159-1179, doi: 10.1108/JIMA-01-2020-0026.
Alam, S.S. and Sayuti, N.M. (2011), “Applying the theory of planned behavior (TPB) in halal food purchasing”, International Journal of Commerce and Management, Vol. 21 No. 1, pp. 8-20.
Churchill, G. (1979) A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16, 64-73.http://dx.doi.org/10.2307/3150876
Elseidi, R.I. (2018), “Determinants of halal purchasing intentions: evidences from UK”, Journal of Islamic Marketing, Vol. 9 No. 1, pp. 167-190, doi: 10.1108/JIMA-02-2016-0013.
Fernando, Y., Ahmad, J.M.F., Wahyuni, I.S., Mergeresa, F., Khamis, K.A., Fakhrorazi, A. and Omar, R. (2022), “Supply chain integration and halal frozen meat product returns”, Journal of Islamic Marketing, Vol. 14 No. 5, pp. 1369-1395, doi: 10.1108/JIMA-05-2021-0144.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, New York, NY
Gopi, M. and Ramayah, T. (2007), “Applicability of theory of planned behavior in predicting intention to trade online: some evidence from a developing country”, International Journal of Emerging Markets, Vol. 2 No. 4, p. 348.
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. C. (2010). Non-Muslims’ awareness of Halal principles and related food products in Malaysia. International food research journal, 17(3), 667-674.
Haque, A., Anwar, N., Tarofder, A., Ahmad, N. and Sharif, S. (2018), “Muslim consumers’ purchase behavior towards halal cosmetic products in Malaysia”, Management Science Letters, Vol. 8 No. 12, pp. 1305-1318.
Iakovleva, T., Kolvereid, L. and Stephan, U. (2011), “Entrepreneurial intentions in developing and developed countries”, Education þ Training, Vol. 53 No. 5, pp. 353-370.
Isa, R.M., Man, S. and Rahman, N.N.A. (2022),“Determinants of consumer adoption of halal cosmetics: a systematic literature review”, Journal of Cosmetic Dermatology, Vol. 22 No. 3, pp. 752-752, doi: 10.1111/jocd.15486.
Kasri, R.A., Ahsan, A., Widiatmoko, D. and Hati, S.R.H. (2023), “Intention to consume halal pharmaceutical products: evidence from Indonesia”, Journal of Islamic Marketing, Vol. 14 No. 3, pp. 735-756, doi: 10.1108/JIMA-06-2021-0192.
Kaur, K., Osman, S. and Maziha, S. (2014), “Predicting working women purchasing behaviour of Malaysian halal cosmetic products by using theory of planned behavior”, International Academic Research Journal of Business and Management, Vol. 3 No. 1, pp. 1-7.
Kim, H. and Karpova, E. (2010), “Consumer attitudes toward fashion counterfeits: application of the theory of planned behavior”, Clothing and Textiles Research Journal, Vol. 28 No. 2, pp. 79-94.
Kim, H.Y. and Chung, J.E. (2011), “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, Vol. 28 No. 1, pp. 40-47.
Maison, D., Marchlewska, M., Zein, R.A., Syarifah, D. and Purba, H. (2019), “Religiously permissible consumption: the influence of the halal label on product perceptions depending on the centrality of religiosity”, Journal of Islamic Marketing, Vol. 10 No. 3, pp. 948-960, doi: 10.1108?JIMA-07-2018-0119.
Masnita, Y., & Puspitasari, P. (2021). Halal Cluster Design Interaction: Is It Important For Enhancing Product Quality Perception? In International Journal of Halal Research (Vol. 3, Issue 2).
Rahim, N.A. and Junos, S. (2012), “The halal product acceptance model for the religious society”, Business and Management Quarterly Review, Vol. 3 No. 1, pp. 17-25.
Rizkitysha, T.L. and Hananto, A. (2022), “Do knowledge, perceived usefulness of halal label and religiosity affect attitude and intention to buy halal-labeled detergent?”, Journal of Islamic Marketing, Vol. 13 No. 3, pp. 649-670, doi: 10.1108/JIMA-03-2020-0070.
Saville, R. and Mahbubi, A. (2021), “Assessing Muslim travellers’ preferences regarding food in Japan using conjoint analysis”, Heliyon, Vol. 7 No. 5, pp. 1-12, doi: 10.1016/j.heliyon.2021.e07073.
Sekaran, U. & Roger B. 2010. Research Methods for Business. Edisi 5. New York: Jhon Wiley & Sons, Itd
Silalahi, S.A.F. (2024), "Do consumers need halal label? Evidence from small and medium enterprises segment in a major Muslim environment", Journal of Islamic Marketing, Vol. 15 No. 2, pp. 470-492. https://doi.org/10.1108/JIMA-12-2021-0401
Sjahrifa, C. and Fathia, C.A. (2019), “Young Indonesian Muslim women consumer behavior toward modest sportswear”, Journal of Business and Retail Management Research, Vol. 13 No. 4.
Suleman, S., Sibghatullah, A. and Azam, M. (2021), “Religiosity, halal food consumption, and physical well-being: an extension of the TPB”, Cogent Business and Management, Vol. 8 No. 1, pp. 1-7, doi: 10.1080/23311975.2020.1860385.
Teo, T. and Lee, C.B. (2010), “Examining the efficacy of the theory of planned behavior (TPB) to understand pre-service teachers’ intention to use technology”, in Steel, C.H., Keppell, M.J., Gerbic, P. and Housego, S. (Eds), Curriculum, Technology and Transformation for an Unknown Future, Proceedings ascilite Sydney 2010, pp. 968-972.
Tuan, L. Y., Tat, H. H., Shamsuddin, A. S., Rasli, A. M., & Jusoh, A. (2012). Potential of Brand Personality: Attachment Styles as Moderator. American Journal of Business and Management, 1(3), 34-42.
Wilson, J.A.J. and Grant, J. (2013), “Islamic marketing – a challenger to the classical marketing canon?”, Journal of Islamic Marketing, Vol. 4 No. 1, pp. 7-21, doi: 10.1108/17590831311306327.
White, B., E., Al-Gahtani, S.S. and Hubona, G.S. (2007), “The effects of gender and age on new technology implementation in a developing country: testing the theory of planned behavior (TPB)”, Information Technology and People, Vol. 20 No. 4, pp. 352-375.
Wise, D., Goggin, K.J., Gerkovich, M.M., Metcalf, K.A. and Kennedy, S.L. (2006), “Predicting intentions to use condoms using gender, sexual experience, and the theory of planned behavior”, American Journal of Health Education, Vol. 37 No. 4, pp. 210-218.
Yanti, N., & Rafli, M. (2024). Factors That Influence The Interest Of Gen-Z Muslim Consumers In Purchasing Food On The Online Food Service Delivery System Application (Study Of Students Of The State Islamic University Of North Sumatera) (Vol. 17, Issue 1).
Zafar, M.Z., Shi, X., Yang, H., Abbas, J. and Chen, J. (2022), “The impact of interpretive packaged food labels on consumer purchase intention”, International Journal of Environmental Research and Public Health, Vol. 19 No. 22, pp. 1-16, doi: 10.3390/ijerph192215098.
Zaki, R.M. and Elseidi, R.I. (2024), "Religiosity and purchase intention: an Islamic apparel brand personality perspective", Journal of Islamic Marketing, Vol. 15 No. 2, pp. 361-396.
Published
2025-03-01
How to Cite
Rohman, F., & Masnita, Y. (2025). THE INFLUENCE OF SUBJECTIVE ATTITUDES AND NORMS ON MUSLIM CONSUMERS’ PREFERENCES FOR ISLAMIC CLOTHING:. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 115-129. https://doi.org/10.35508/jom.v18i1.18177
Section
Articles
