Predicting Intention of Halal Product Usage Among Food Seller Using Theory of Planned Behavior

DOI

10.2991/aebmr.k.200522.016How to use a DOI?

Keywords

TPB, Halal, food seller, regression

Abstract

This study aims to determine the effect of attitudes, subjective norms, and behavioural control (Theory of Planned Behavior/TPB) on the intentions of food seller to use halal products. The final sample consisted of 130 respondents who run the daily business activities of a restaurant in Padang, Indonesia. The systematic random sampling method was used in this research. Multiple linear regression was used to test the hypothesizes. It was found that subjective norm and behavioural control have a positive effect but not significant on sellers’ intention to use halal product. However, attitude significantly influence food sellers’ intention to use halal product. This study is beneficial to understand the factors that influence halal product usage in the food industry. It could also become a policy-making reference for government and related institution to increase halal food market scale.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yosi Mardoni
AU  - Fuad Hadziq
AU  - Ares Albirru Amsal
PY  - 2020
DA  - 2020/05/25
TI  - Predicting Intention of Halal Product Usage Among Food Seller Using Theory of Planned Behavior
BT  - Proceedings of the 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019)
PB  - Atlantis Press
SP  - 77
EP  - 82
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200522.016
DO  - 10.2991/aebmr.k.200522.016
ID  - Mardoni2020
ER  -