HALAL CHOCOLATE PURCHASE INTENTION AND COMPLIANCE: EXAMINING THE MODERATING ROLE OF RELIGIOSITY AMONG MALAYSIAN MUSLIMS

Abstract

In Malaysia, the halal chocolate market is relatively less popular than other halal products such as meat and pharmaceuticals. The ingredients in commercial chocolate such as emulsifiers, flavorings, and dairy additives can raise halal compliance issues, an important but underexplored area of research. To date, there is little research attention on halal chocolate within consumer behavior studies. This study fills the gap by investigating religiosity as a moderating factor in halal chocolate consumption, an aspect not previously examined in this context. Using an online survey and convenience sampling method, a total of 252 valid responses were gathered from Malaysian Muslims aged 18 and above. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to analyze the data of which findings suggest the significant effect of attitude and religiosity in driving purchase intention, as opposed to halal knowledge. Religiosity strengthens the relationship between attitude and intention, highlighting its crucial role in halal consumer decision-making. This insight shows that religiosity not only shapes halal-related attitudes, but also conditions their impact on behavior, especially in a product category that is often overlooked such as halal chocolate. Theoretically, this study contributes by positioning religiosity as a boundary condition in halal consumer research on top of providing practical guidelines for chocolate manufacturers, marketers, and halal certification authorities in catering to the religious sensitivities of Malaysian Muslim consumers.