earticle

영어

This study examine the path of the muslim consumers' attitude, subjective norm, perceived behavior control between Halal food purchasing intention based on TPB (The Theory of Planned Behavior). We collected data from 150 Muslims in Korean and used structural path analysis method. The results showed that attitude toward the behavior and subjective norm positively influence on Halal food purchasing intention. but, perceived behavior control did not have a statistically significant effect. It can be assumed that the purchasing intention of Halal foods can be secured even when the individual's perceived control is not high enough to completely control and control the purchase of Halal products. The results of this study suggest practical implications for Korean companies that are developing their business in domestic Muslims.