Eating halal: a serial mediation model for the effect of religiosity on the intention to purchase halal-certified food

Aida Loussaief, Julia Ying-Chao Lin, Huu Phuc Dang, Neji Bouslama, Julian Ming Sung Cheng

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Purpose: This research discloses the effect of religiosity on purchasing intention through serial-mediation paths in a halal-certified food context. Borrowing from the identity theory while supplemented by the theory of planned behaviour (TPB) and the knowledge–attitude–practice (KAP) theory, a 4-layered framework is developed to investigate such an issue. Design/methodology/approach: 264 questionnaires are collected in the field study conducted in Tunis, Tunisia. Quota sampling method is applied. Testing of the hypotheses is performed using partial least square analysis. Findings: The findings reveal that religiosity affects the four mediators—awareness, trust, subjective norm and perceived behavioural control—which in turn affect attitude, and purchase intention towards halal-certified food is eventually aroused. These four serial-mediation paths are further proved to form the mechanisms. Research limitations/implications: The field study participants are limited to consumers in Tunis. Besides, a mechanism to collect the data from general public including lower educated consumers should be necessary. Originality/value: This research is a pioneering work investigating the sequential intervening effect in the religiosity-intention relationship in halal-certified food. The authors provide unique and fruitful insights into this relatively untapped field for academia and firms.

Original languageEnglish
Pages (from-to)167-184
Number of pages18
JournalAsia Pacific Journal of Marketing and Logistics
Issue number1
StatePublished - 9 Jan 2024


  • Attitude
  • Halal certification
  • Halal food
  • Purchase intention
  • Religiosity


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