Halal Consumption Pattern Determinants: Sequential Mediating effects of Muslim Lifestyle, Trust and Risk Perception

The objectives of Halal Industry Master Plan (2008 – 2020) are to serve Malaysia as the global reference centre for Halal integrity know-how and being the global leader in the innovation, production and trade of a number of halal-related sectors. This paper aimed at Halal Consumption Pattern Determinants in Malaysia. The direct determinants of the halal consumption pattern are Muslim lifestyle, risk perception and trust. The determinants of Muslim lifestyle are perceived behavioural control, government policy and religiosity. Additionally, Muslim lifestyle predicts risk perception and trust. The total of 244 data was collected from Muslim consumers in Muslim population Malaysia which stratified from the five Malaysian regions: Central, North, South, Eastern peninsular and East Malaysia presented by Johor, Wilayah Persekutuan, Kedah, Kelantan and Sabah. The data was analyzed through SPSS and Partial Least Square (SEM-PLS). The finding indicated that all the direct relationships were significant except for the government policy towards Muslim Lifestyle and Risk Perception towards Halal Consumption pattern. The sequential mediating effect of religiosity shows significant result while others were not significant. The model had explained 42.2% of Halal Consumption Pattern (r2=0.422). The implication of the finding was discussed therein.