The Mediating Role of Consumers’ Trust towards Consumers’ Purchase Intention of Halal Food from Malaysia: Application of Structural Equation Modelling


Mahiah Said*
Universiti Tenaga Nasional, Malaysia
Muhammad Asyraf Hasim
Universiti Tun Hussein Onn Malaysia
*Corresponding author: mahiah@uniten.edu.my


This study investigates consumers’ trust mediating role towards consumers’ purchase intention of halal food offered by the Malaysian halal food producers. Three constructs of trust were incorporated – namely competence, care and openness – with attitude as the mediating variable and purchase intention is the dependent variable. A self-completion questionnaire distributed online using QR code and 401 questionnaires were recorded and analysed. Structural equation modelling was applied, using SmartPLS 3.0 version, to test the model fit of the proposed relationships among the causal and outcome variables. Care, Competence and Openness have significant level of the relationships with Attitude and Purchase Intention. The results show that the measurement model has sufficient predictive relevance of the constructs, and Attitude’s mediation effect is statistically significant. The findings highlight the importance of consumers’ trust in order to be successful in the volatile halal food market. The food producers have to comply with the need of consumers’ trust or they might be overlooked or ignored by this segment. Thus, Malaysian halal agencies as well as the halal food producers, must continuously monitor the level of consumers’ trust and adhere to the requirements to maintain or elevate the level of their trust.

Keywords: Halal tourism, Halal Food, Halal Accommodation, Muslim Tourists, Satisfaction, Perceived ValuConsumers’ Trust, Attitude, Purchase Intention, Halal Food

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