UNDERSTANDING CONSUMERS’ ATTITUDE AND PURCHASE INTENTION TOWARDS HALAL PHARMACEUTICAL PRODUCTS
DOI:
https://doi.org/10.55197/qjssh.v7si4.1636Keywords:
halal, pharmaceutical, extended theory, planned behaviorAbstract
Growing awareness of halal consumption has extended beyond the food sector to the pharmaceutical industry, increasing interest in halal pharmaceutical products. This study examines the factors influencing consumers’ attitudes and intentions toward halal pharmaceuticals by extending the Theory of Planned Behavior (TPB). Specifically, religious values, ethics, halal perception, quality, and health consciousness were examined as antecedents of attitude, while attitude, subjective norms, and perceived behavioral control were assessed as predictors of intention. Data were collected from 372 respondents and analyzed using Structural Equation Modeling with SmartPLS 4. The findings indicate that religious values and halal perception significantly influence attitudes toward halal pharmaceutical products, whereas subjective norms and perceived behavioral control significantly predict intention. In contrast, health consciousness, ethics, and quality showed no significant effects on attitude. The study extends TPB by demonstrating the importance of religious and halal-related factors in shaping consumer behavior toward halal pharmaceuticals. The findings provide practical insights for pharmaceutical manufacturers, policymakers, and halal certification bodies seeking to strengthen consumer trust and promote halal pharmaceutical products.
References
[1] Ahmadova, E., Aliyev, C. (2021): Determinants of non-Muslims’ intention to purchase halal food products in Russia. – Journal of Islamic Marketing 12(10): 1933-1954.
[2] Ajzen, I. (1991): The theory of planned behavior. – Organizational Behavior and Human Decision Processes 50(2): 179-211.
[3] Ajzen, I. (2018): Consumer attitudes and behavior. – In Handbook of Consumer Psychology 23p.
[4] Ajzen, I., Fishbein, M. (2000): Attitudes and the attitude-behavior relation: Reasoned and automatic processes. – European Review of Social Psychology 11(1): 1-33.
[5] Ajzen, I. (2020): The theory of planned behavior: Frequently asked questions. – Human Behavior and Emerging Technologies 2(4): 314-324.
[6] Al Maslul, S., Priantina, A. (2024): Halal awareness: Impact on purchasing halal medicines unveiled. – Journal of Islamic Monetary Economics and Finance 10(3): 587-608.
[7] Ali, S., Danish, R.Q., Khaliq, B., Ali, A. (2021): Halal food and non-Muslim Indian consumers: Understanding the role of trust, attitude and electronic word of mouth in purchase decisions. – Journal of Islamic Marketing 12(7): 1361-1379.
[8] Bosnjak, M., Ajzen, I., Schmidt, P. (2020): The theory of planned behavior: Selected recent advances and applications. – Europe’s Journal of Psychology 16(3): 352-356.
[9] Fatmi, F.O., Ahmad, A.N., Muflih, B.K. (2024): Factors influencing Muslims’ purchase intention of halal-certified over-the-counter (OTC) medicines in Bekasi, Indonesia. – Journal of Halal Product and Research 7(1): 1-15.
[10] Fatmi, F.O., Ahmad, A.N., Kartika, B. (2020): Determinants affecting purchase intention of halal products: An article review. – Journal of Halal Product and Research 3(2): 63-79.
[11] Halim, M.A.A., Salleh, M.M.M., Kashim, M.I.A.M., Ahmad, A.A., Nordin, N. (2014): Halal pharmaceuticals: Legal, Shari’ah issues and fatwa of drug, gelatine and alcohol. – International Journal of Asian Social Science 4(12): 1176-1190.
[12] Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M. (2022): A primer on partial least squares structural equation modeling (PLS-SEM). 3rd ed. – SAGE Publications 363p.
[13] Herdiana, Y., Sofian, F.F., Shamsuddin, S., Rusdiana, T. (2024): Towards halal pharmaceutical: Exploring alternatives to animal-based ingredients. – Heliyon 10(1): 13p.
[14] Huang, Z., Zhu, Y.-D., Deng, J., Wang, C.-L. (2022): Marketing healthy diets: The impact of health consciousness on Chinese consumers’ food choices. – Sustainability 14(4): 11p.
[15] Jaber, D., Hasan, H.E., Alkaderi, A., Alkilani, A.Z., El-Sharif, A.-R. (2024): Assessment of the knowledge, attitude, and perception of healthcare providers regarding halal pharmaceuticals. – The Open Public Health Journal 17: 12p.
[16] Jaber, D., Hasan, H.E., Wace, M.A.A. (2026): Issues on halal pharmaceuticals: Education, practice, and Islamic pharmaceutical ethics. – In Halal Perspectives in Medicinal Chemistry 21p.
[17] Jumani, Z.A. (2026): Predictive validation of an extended TPB model in Islamic branding: PLSpredict and CVPAT evidence from Muslim and non-Muslim Thai consumers. – Journal of Islamic Marketing 36p.
[18] Kaiser, M., Goldson, S., Buklijas, T., Gluckman, P., Allen, K., Bardsley, A., Lam, M.E. (2021): Towards post-pandemic sustainable and ethical food systems. – Food Ethics 6(1): 19p.
[19] Kasri, R.A., Ahsan, A., Widiatmoko, D., Hati, S.R.H. (2023): Intention to consume halal pharmaceutical products: Evidence from Indonesia. – Journal of Islamic Marketing 14(3): 735-756.
[20] Koc, F., Ozkan, B., Komodromos, M., Efendioglu, I.H., Baran, T. (2025): The effects of trust and religiosity on halal products purchase intention: Indirect effect of attitude. – EuroMed Journal of Business 20(5): 141-165.
[21] Mokhtar, S.S.M., Javeed, A., Khan, M.Y. (2021): Halal marketing: Concept and strategies. – UUM Press 145p.
[22] Mukhtar, A., Butt, M.M. (2012): Intention to choose halal products: The role of religiosity. – Journal of Islamic Marketing 3(2): 108-120.
[23] Mohd Zahari, H., Mohammed Zain, R. (2024): The impact of the theory of planned behaviour (TPB) and the theory of reasoned action (TRA) on the growing field of halal technology. – In Emerging Technology and Crisis Management in the Halal Industry: Issues and Recent Developments 19p.
[24] Nawang, W.R.W., Shukor, S.A., Mursidi, A., Ismail, A. (2023): Extending the theory of planned behavior to examine factors influencing intention to purchase halal chocolate among Malaysian Muslims. – Asian Journal of Business and Accounting 16(2): 281-311.
[25] Ngah, A.H., Gabarre, S., Han, H., Rahi, S., Al-Gasawneh, J.A., Park, S.-H. (2021): Intention to purchase halal cosmetics: Do males and females differ? A multigroup analysis. – Cosmetics 8(1): 14p.
[26] Nordin, N., Zaid, A.Z.M., Astutik, A.P., Rashid, N.K.A., Zahari, Z., Ifwat, M.S., Khairuldin, W.M.K.F.W., Embong, R. (2024): Integrating tayyib principles in halal health products and services: A holistic consumerism approach. – Global Journal Al-Thaqafah, December Special Issue 11p.
[27] Ohnmacht, T., Hüsser, A.P., Thao, V.T. (2022): Pointers to interventions for promoting COVID-19 protective measures in tourism: A modelling approach using domain-specific risk-taking scale, theory of planned behaviour, and health belief model. – Frontiers in Psychology 13: 15p.
[28] Rafiki, A., Hidayat, S.E., Nasution, M.D.T.P. (2024): An extensive effect of religiosity on the purchasing decisions of halal products. – PSU Research Review 8(3): 898-919.
[29] Suleman, S., Sibghatullah, A., Azam, M. (2021): Religiosity, halal food consumption, and physical well-being: An extension of the TPB. – Cogent Business & Management 8(1): 17p.
[30] Tedjakusuma, A.P., Au Yong, H.N., Andajani, E., Mohamad, Z.Z. (2023): Intention to purchase halal health supplement online: Lessons learned from the health crisis. – Heliyon 9(9): 15p.
[31] Vanany, I., Soon, J.M., Maryani, A., Wibawa, B.M. (2020): Determinants of halal-food consumption in Indonesia. – Journal of Islamic Marketing 11(2): 507-521.
[32] Wiyono, S.N., Deliana, Y., Wulandari, E., Kamarulzaman, N.H. (2022): The embodiment of Muslim intention elements in buying halal food products: A literature review. – Sustainability 14(20): 19p.
[33] Wilson, J.A.J., Liu, J. (2010): Shaping the halal into a brand? – Journal of Islamic Marketing 1(2): 107-123.
[34] Zafar, M.B., Jafar, A. (2026): A meta-analytic structural equation model of halal purchasing behavior: Extending the theory of planned behavior with religiosity. – Current Psychology 45: 18p.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 ‘ISMAH OSMAN, FAZIATUL AMILLIA MOHAMAD BASIR, MUHAMMAD ABD HADI ABD RAHMAN, RIRIN TRI RATNASARI
This work is licensed under a Creative Commons Attribution 4.0 International License.
