Customers’ Intention To Eat At Halal Certified Restaurant Using SEM PLS

Abstract

Muslim population is continuously mushrooming resulting in the increased demand of Halal foods, products, banking, logistics and others. Thus created an astounding needs for certified Halal restaurants. However, as revealed by JAKIM, the number of available halal certified restaurants is surprisingly small thus indicating that Malaysians customers have limited choice and insensitive to consume at Halal certified restaurants. The purpose of this study is to identify the contributing factors to the customers’ intention to eat at Halal certified restaurants as this is important to restaurant owners when they are comply to Halal certification to fulfil the demand for Halal certified restaurant. It is essential for the local government authority and JAKIM to enforce all restaurant operators to apply for Halal certification for their premises in order to avoid misunderstanding of Halal certified restaurants and pork free restaurant among Muslim customers. 113 data was gathered from government servants and industrial players by adopting the non-probability sampling method technique convenience. The relationship between the research model construct is tested using partial least squares (PLS) technique of Structural Equation Method (SEM) approach. The findings reveal attitude, subjective norm and awareness were significant predicators but perceived behavioural control is not a significant predictor to customers’ intention to consume at Halal certified restaurant. The findings are of great values to the local government in the effort to enforce the compliance of Halal certified restaurant to fulfil global market demand in future.