The Effect of Halal Product Knowledge, Halal Awareness, Perceived Psychological Risk and Halal Product Attitude on Purchasing Intention

It is considered that individuals should know the concept of halal and be aware of the conditions that make a product halal in order for consumers to have the intention to purchase halal products. The aim of this study is to find out the attitudes and purchase intentions of consumers towards halal chicken products under the model of knowledge, attitude and practice (KAP). It also aimed to determine consumers' halal awareness of halal chicken products and the effect of perceived psychological risk on purchase intention. The data required for the study were collected from the individuals who purchased chicken using convenience sampling method through an online questionnaire form. The data collection process was completed with the participation of 410 people assumed to represent the universe. The research model and hypotheses between variables were tested using the structural equation modeling method. The results of the analysis show that knowledge about halal products, awareness of halal products, and perceived psychological risk have a significant and positive influence on attitudes toward halal chicken products. In addition, attitudes towards halal chicken products, awareness of halal products, and perceived psychological risk were found to have a significant and positive influence on purchase intention.