The Embodiment of Muslim Intention Elements in Buy

sustainability
Review
The Embodiment of Muslim Intention Elements in Buying
Halal Food Products: A Literature Review
Sulistyodewi Nur Wiyono 1, * , Yosini Deliana 1 , Eliana Wulandari 1 and Nitty Hirawaty Kamarulzaman 2,3
1 Agricultural Social-Economics Department, Faculty of Agriculture, Universitas Padjadjaran,

Sumedang 45363, Indonesia
2 Department of Agribusiness and Bioresource Economics, Faculty of Agriculture, Universiti Putra Malaysia,
Serdang 43400, Malaysia
3 Halal Products Research Institute, Universiti Putra Malaysia, Serdang 43400, Malaysia
* Correspondence: s.wiyono@unpad.ac.id
Abstract: Countries with mostly Muslim populations should have more halal-certified products for
domestic consumption. In Indonesia, only a few food products are halal-certified, whereas many
products are not certified, but are still consumed by Muslims. Therefore, this study aims to reveal the
manifestations of consumer intentions in buying halal food products, and how this intention affects
Muslim consumers in purchasing halal food products. This is a semi-systematic literature study
that identifies and analyzes articles on a highly scientific database spanning a decade. VOSviewer is
used to visualize the development of scientific topics that have been published through keywords.
These findings provide in-depth insight into the intentions of Muslims in buying halal food products.
This study can also assist the study of halal food products that analyze the factors of intention and
contribute to the sustainable buying behavior of consumers in the future.
Keywords: intention; consumer; halal food product
Citation: Wiyono, S.N.; Deliana, Y.;

Wulandari, E.; Kamarulzaman, N.H.
The Embodiment of Muslim 1. Introduction
Intention Elements in Buying Halal Food consumption has been influenced by factors such as food availability, accessibil-
Food Products: A Literature Review.
ity, and choice. It is also influenced by geography, demographics, income, globalization,
Sustainability 2022, 14, 13163.
marketing, religion, culture, and consumer attitudes [1–3]. The consumption of processed
https://doi.org/10.3390/su142013163
food has increased due to the increase in people’s income [4]. This has been accompa-
Academic Editor: Flavio Boccia nied by increased public knowledge and awareness about food safety [5–7]. Taste, price,
safety, appearance, comfort, nutrition, naturalness, origin, tradition, fairness, and environ-
Received: 8 September 2022
mental impact are physical attributes that become the basic food value sets of consumers’
Accepted: 22 September 2022
choices [8].
Published: 13 October 2022
Béné et al. (2019) and Velten et al. (2015) showed that sustainable agriculture incorpo-
Publisher’s Note: MDPI stays neutral rates production systems that protect the environment, public health, human communities,
with regard to jurisdictional claims in and animal welfare [9,10]. In line with this, Tse and Tan (2011) and Elliott (2012) found
published maps and institutional affil- that food integration ensures that products are safe for the environment, as well as their
iations.
substance and expected quality. This includes other food production aspects, such as
the source of supply, procurement, and distribution, and an honest explanation of these
elements to consumers [11,12]. Ruževičius (2004) suggested a need for quality control and
safety, the traceability of food products, environmental concerns, and a transformation
Copyright: © 2022 by the authors.
Licensee MDPI, Basel, Switzerland.
from mass to specialized production with high added value.
This article is an open access article
The latest development in the science of quality management is the orientation towards
distributed under the terms and
quality consumer values, market actors, social, religious, national, and government policies.
conditions of the Creative Commons Moreover, value and cultural quality orientation are substantial in global economic and
Attribution (CC BY) license (https:// trade relations [13]. In this situation, the halal ecosystem is one of the drivers of sustainable
creativecommons.org/licenses/by/ development goals. It is a medium to achieve sustainable development goals, including
4.0/). ensuring a healthy life quality and a sustainable lifestyle [14].
Sustainability 2022, 14, 13163. https://doi.org/10.3390/su142013163 https://www.mdpi.com/journal/sustainability

Sustainability 2022, 14, 13163 2 of 19
Muslim consumers demand more information about food, its production methods, ma-
terials used, the source of supply, and whether the producers meet halal standards [15,16].
Ali and Suleiman (2016) stated that sustainable, environmentally friendly, halal food prod-
ucts could become one entity.
In this case, halal food is an example of the food supply chain integrity. The word,
“integrity”, based on the English dictionary [17] is the state of being whole and not divided.
Halal food and its relation to the environment also become elements of the food supply
integrity. This relationship can be seen through the embodiment of the element of intention
in consumer behavior, which is a dynamic and sustainable action in the future.
The perception that consumers have about the effectiveness of their behavior makes
them potential socially responsible consumers who can be targeted by companies com-
mitted to sustainability. Through providing more information about the origin products,
production processes, and impacts on society and the environment, the final price can be
one of the main brand differentiators [18]. Halal is obtained according to Islamic principles
in all processes from the production to the delivery of products to end consumers [19].
Environmentally sustainable growth is achieved when the food supply chain is made
effective through eco-packaging. Warehousing and packaging are the two most important
factors in successfully implementing sustainability in the halal food supply chain [20].
This is in line with the concept of environmentally friendly sustainable agriculture. The
green movement has a balanced goal toward the environment and the halal supply chain
to create more value for society and the surrounding environment [21]. Environmental
responsibility, followed by spirituality and perceived consumer effectiveness, are the key
predictors of consumers’ sustainable purchase behavior [22–24].
The halal and tayyib principles meet sustainability and environmental issues, includ-
ing ensuring that products are safe and clean for consumption [25]. The clean and pure
implementation of Tayyiban is embodied in welfare, health protection, environment, animal
rights, food safety, and social justice in food production. The Tayyiban concept promotes
the production of clean food from the garden to the dining table. It also advocates for
ethical behavior and processes according to Islamic principles. Tayyiban is translated as
good, clean, and healthy at all stages of production and halal assurance [14].
As a food safety certification, halal assurance affects the environment. In Islam,
performing hygienic procedures protects the environment to ensure its sustainability [26,27].
Halal-certified products assure that the product must be safe or healthy for consumption.
This entails minimizing negative environmental impacts, using chemicals, and ensuring
food safety [16,28].
Halal food products include all types of food products which are derivatives of
agricultural commodities. Based on the rules of the Qur’an for Muslims, all agricultural
commodity production is halal automatically or halal-self-claimed, such as rice which
produces grain; fruit crops, such as mango, melon, and watermelon; and vegetable crops,
such as carrots, tomatoes, and broccoli. However, if there is additional treatment in the
processing of agricultural commodities or there are additional ingredients, then the food
product is not automatically halal. Therefore, for food products, halal certification is needed
to ensure that the food products are free from non-halal ingredients [29].
Halal food products are growing rapidly due to high demand in several countries
worldwide, including Asia, which is dominated by Muslim people, and Europe, America,
and Australia, where Islam is a minority. In Indonesia, a Muslim-majority country, only
10% of food products are halal-certified [30].
Most halal studies are conducted in Muslim-majority countries, such as Malaysia and
Indonesia, specifically on how Muslims consume halal products [31,32]. Global discussion
in Muslim and Muslim-majority countries has appeared in many publications. In the
United Kingdom, Muslim consumers’ attitude is positively and significantly influenced by
the health and safety perception of food products labelled as halal in supermarkets [33].
Macau et al. (2016) found that several religions in Brazil have had regulations regard-
ing food consumption for a long time. When people of a particular religion grow, they
have economic power based on the influence of their religious customs. Consequently, the
value of the Brazilian halal food chain becomes a competitive advantage through trust and
commitment while serving Muslim markets worldwide [34].
In Australia, the reasons for purchasing halal products are quite diverse. Muslims
choose to consume food by looking at the halal certification. Although the halal labels are
recognized by Muslim consumers in Australia, they are not trusted unless they come from
countries with certified organizations and producers [35].
In Malaysia, the main aspect of consuming halal food products is the “rule from Allah”
and the “clean” attribute perceived by Muslim consumers [36]. This shows consumers have
realized the priority of halal logos attached to food products. Most Malaysian consumers
agree that halal is a principal thought in buying [37]. They buy halal food because of a
need, and their decisions are based on trust and confidence.
Furthermore, consumers have different beliefs about halal product purchase intentions
formed from positive attitudes and subjective norms [38,39]. They seek assurances that
producers’ halal processes, food, and logos are intended to convince consumers that
the product is appropriate for a Muslim to consume [38]. Muslim consumers use their
knowledge to buy food products for consumption, regardless of the halal label [40]. In
contrast, religiosity is not a priority in Pakistan, but perceptions of purity, product value,
quality, and the awareness of the importance of health are [41].
Globalreligiusfuture [42] showed that Indonesia had 209 million Muslims, or about
87% of the total population, in 2010, supporting the Central Bureau Statistics of Indone-
sia [43]. However, many foods and beverage products are not halal-certified by MUI, a
Muslim organization that issues halal fatwas [44]. Only 10% of food and beverage products
are halal-certified [45–47]. The MUI data showed 166,018 food and non-food products, and
13,951 companies received LPPOM MUI halal certification in 2019. This number was 18%
less than in 2018 when 204,222 products were halal-certified [48].
There are three verses in the Qur’an state that Muslims should consume halal foods
and beverages, and they are allowed to be eaten and not prohibited by sharia law, whereas
something prohibited by sharia law is referred to as haram. The three verses include:
1. “He has only forbidden to you dead animals, blood, the flesh of swine, and that which
has been dedicated to other than Allah. But whoever is forced [by necessity], neither
desiring [it] nor transgressing [its limit], there is no sin upon him. Indeed, Allah is
Forgiving and Merciful.” (Quran Surah Al Baqarah 2: 173)
2. “And eat of what Allah has provided for you [which is] lawful and good. And fear
Allah, in whom you are believers.” (Quran Surah Al Maidah 5: 88)
3. “So eat from the good, lawful things which Allah has provided for you, and be grateful
for Allah’s favours, if you truly worship Allah alone.” (Quran Surah An Nahl 16: 114)
Allah forbids things that harm His people, such as the carcasses of animals not slaugh-
tered according to the sharia, flowing blood, pork, and animals slaughtered for anything
other than Allah. On Allah’s grace and convenience for Muslims is that Allah makes all
these forbidden foods lawful in an emergency [49]. Plants and their products are halal
and permissible unless they are poisonous, intoxicating, and harmful to human health [50].
Halal food entails the form or substance, as well as the method of obtaining and processing,
serving, delivering, and storing.
There are many publications on the factors to be tested statistically regarding their
influence on Muslim consumers’ purchase intention. Some articles in literature studies
also describe these factors, whereas other articles describe a literature review on halal
in cosmetic products, halal in food products, halal tourism, intention, intention among
non-Muslims intention for halal food products, halal food sustainability, and halal supply
chain [51–55]. None of the reviews elaborate the intentions of Muslims in buying behavior
for halal food products. This study aims to illustrate an overview of the study of intention
towards buying halal food products, and to answer the following research questions:
(1) which methods and analytical tools have been taken to the study intentions towards the
halal topic? (2) What are the most-tested factors of buying intention in halal food? (3) What
are the potential factors in stimulating the positive intentions of a Muslim?
This study contributes in the following three aspects: (1) to provide an overall illus-
tration of the methodology and analytical tools applied in the studies of buying intention,
(2) to summarize the factors that have been tested in halal food intention studies, and (3) to
identify the gaps in the literature that have been established for Muslim intention elements.
Therefore, this study help to identify all intention elements as behavioral dimensions,
and contributes to the literature on halal food products consumer research widely, in
terms of the distribution of bibliometric maps and research trends, using VOSviewer
software [56–60] and other accessible reference sources regardless of whether or not the
search engine has a reputable index.
The remaining parts of the paper are organized as follows: Section 2 reveals the stages
of the study, Section 3 presents the findings of the selected articles. Eventually, Section 4
concludes the study and presents the future scope of intentions.
2. Research Method
This study conducted a literature review by collecting and analyzing relevant publi-
cations on consumer intentions to purchase halal food products. It aimed to elaborate on
Muslims’ intentions to buy halal food, and to provide a conceptual framework capturing
the related previous publications.
A literature review is a desk-based study method critically describing and assessing
what is already known about a topic using secondary sources [61,62]. This traditional
literature review often contributes to the intuition usually abandoned in many exceptions
and quality controlled in the systematic review model [62]. The semi-systematic or narrative
approach shows many things from various sides and publications.
A semi-systematic literature review or a narrative approach is intended for topics con-
ceptualized differently and discussed by scholars from backgrounds limited by systematic
reviews [63]. Semi-systematic studies aim to determine how study in a selected field has
developed over time or how a topic has evolved across traditions. The review identifies
previous potentially relevant literature with implications for the study topic. Additionally,
it was effective to synthesize using narratives that contribute to mapping the study area
and knowledge [63,64].
This study used a reference search base from Scopus, and additional literature from
Google Scholar, the most comprehensive, accessible, and superior academic search engine.
However, Scopus is more advanced regarding reference quality [65,66]. The two are needed
to give better results. Oncology studies found 76% of required citation references, with
Scopus having the largest citation references. The studies added a search on Google Scholar,
and found 94% of citation references [67].
The literature review also supported in establishing a new conceptual model mapping
the development of certain study areas over time [64]. Halal studies began developing in
2011, with more than 50% of reviews published between 2011 and 2013 [68]. Therefore, this
literature review was limited to 10 years, from 2010 to 2019, to show progress.
Jesson expanded the analytical process in Figure 1, which began with obtaining some
papers with information on theories and their empirical applications [62]. The second
step involved reading, deciding the approach taken, and analyzing the notes. The third
step entailed spotting a knowledge gap and summarizing the key points, authors, and
concepts in a table. Figure 2 shows the study framework. In the first stage of this study,
articles were selected. The topic was determined at first, and then the article was selected
through keyword identification in the Scopus database, and the criteria for the year of article
publication started from 2010 to 2019. After the articles were selected from the Scopus
database, the next step was searching for the information through articles from Google
Scholar to enrich the discussion. The fourth stage was making notes on the analytical process
through data analysis from the identity and the results of the article regarding the significant
through keyword identification in the Scopus database, and the criteria for the year of
article publication started from 2010 to 2019. After the articles were selected from the Sco-
pus database, the next step was searching for the information through articles from
Google Scholar to enrich the discussion. The fourth stage was making notes on the ana-
lytical process through data analysis from the identity and the results of the article regard-
ing the significant and non-significant factors of the test results in the articles that have
and
beennon-significant factors
selected. The last of was
stage the test results
reading inmaterial
the the articles
by that have been
processing theselected. The
content of 30last
ar-
stage was reading
ticles in English. the material by processing the content of 30 articles in English.
Sustainability 2022, 14, x 6 of 21

Figure 1.
Figure 1. Flow
Flow process
process of
of literature
literature search.
search. Source:
Source: [62].
[62].
VOSviewer (version 1.6.17 software developed by Nees Jan van Eck and Ludo
Waltman at Leiden University in The Netherlands) was used to construct and visualize
bibliometric networks in the first stage of identifying topics and keywords. The processed
articles were detailed and analyzed regarding the author, article title, journal name, and
publication year. In the next stage, VOSviewer was used to reconstruct a network of sci-
entific journals, authors, publications, study organizations, keywords, terms, or countries.
The network items were linked by co-authorship, co-occurrence, citations, bibliographic
coupling, or co-citation links [69]. VOSviewer also was used to find out whether the topic
had been studied by many researchers. VOSviewer processes the targeted keywords, and
then graphically maps all articles in Scopus-indexed journals related to the number of
publications for those keywords. This can also be used to find trends in this study.
The Scopus database was processed using VOSviewer to determine the development
of publications regarding consumer behavior and halal. However, the next step used the
Google Scholar search engine to increase the reach of articles not indexed by Scopus. This
was a consideration of studies on halal, though not published in the indexed database.
Furthermore, the study used additional literature from the latest Google Scholar results
in the 2019–2020 period. Although it was unstructured, it provided an overview of the
latest halal studies and consumer behavior.
Figure 2. Study Framework.

Figure 2. Study Framework.
This study identified 599 articles with the keyword, “halal”, and 404 with “consumer
behaviour” keywords in the Scopus database. The VOSviewer procedure was used to
identify publications on halal and consumer behavior. Moreover, 16,600 articles and
1,620,000 results for “consumer behaviour” were found through Google Scholar using the
keyword, “halal”, in the 2010–2019 period. There were 12,200 and 8680 results found using
VOSviewer (version 1.6.17 software developed by Nees Jan van Eck and Ludo Waltman
at Leiden University in The Netherlands) was used to construct and visualize bibliometric
networks in the first stage of identifying topics and keywords. The processed articles were
detailed and analyzed regarding the author, article title, journal name, and publication
year. In the next stage, VOSviewer was used to reconstruct a network of scientific journals,
authors, publications, study organizations, keywords, terms, or countries. The network
items were linked by co-authorship, co-occurrence, citations, bibliographic coupling, or co-
citation links [69]. VOSviewer also was used to find out whether the topic had been studied
by many researchers. VOSviewer processes the targeted keywords, and then graphically
maps all articles in Scopus-indexed journals related to the number of publications for those
keywords. This can also be used to find trends in this study.
The Scopus database was processed using VOSviewer to determine the development
of publications regarding consumer behavior and halal. However, the next step used the
Google Scholar search engine to increase the reach of articles not indexed by Scopus. This
was a consideration of studies on halal, though not published in the indexed database.
Furthermore, the study used additional literature from the latest Google Scholar results in
the 2019–2020 period. Although it was unstructured, it provided an overview of the latest
halal studies and consumer behavior.
This study identified 599 articles with the keyword, “halal”, and 404 with “consumer
behaviour” keywords in the Scopus database. The VOSviewer procedure was used to
identify publications on halal and consumer behavior. Moreover, 16,600 articles and
1,620,000 results for “consumer behaviour” were found through Google Scholar using
the keyword, “halal”, in the 2010–2019 period. There were 12,200 and 8680 results
found using the keywords, “halal consumer behaviour” and “halal consumer purchase
intention”, respectively.
This number is too much due to the time and effort limitations. Therefore, the results
were modified by adding more detailed keywords with quotation marks to narrow the
scope of the articles. The keyword, “halal food purchase intention”, resulted in 44 articles.
Scopus and Google Scholar obtained 65 articles closely related to the study topics
and keywords. Moreover, 30 English articles were identified and reviewed by abstracts
and content.
3. Results
Consumer attitudes about halal products are classified into the perceived value, food
safety, and purchase intention categories [70]. Variables of halal awareness, health reasons,
and perceived value significantly and positively affect purchase intention. This shows that
the higher awareness, health, and perceived value encourage consumer interest in buying
halal food products [71,72].
Muslim consumers should overcome their ignorance of eating halal food. They need
to learn that halal transcends slaughter, to contribute to a sustainable food system that
promotes their community, environment, and health [25]. The following sections describe a
narrative review of the literature showing certain behavioral factors influencing Muslim
consumers’ intention to purchase halal food.
3.1. Defining a Topic

The first stage before determining the topic is identifying the scope of the halal
concept. Some literature showed that sustainability, food safety, and green marketing are
the basic halal food science. This starts from the theory of sustainability and environmental
friendliness [13,15,73], food production [1–3], and processing and food [6] to consumption
and consumer behavior [4–7]. Halal is an Arabic word meaning permitted according to
Islamic law. In some contexts, the word is always followed by “tayyib”, meaning clean
and pure. The concept of tayyib implies how food is processed to achieve cleanliness and
purity without the potential for toxins [74,75].
cept. Some literature showed that sustainability, food safety, and green marketing a
basic halal food science. This starts from the theory of sustainability and environm
friendliness [13,15,73], food production [1–3], and processing and food [6] to consum
and consumer behavior [4–7]. Halal is an Arabic word meaning permitted accord
Islamic law. In some contexts, the word is always followed by “tayyib”, meaning
Sustainability 2022, 14, 13163 and pure. The concept of tayyib implies how food is processed to achieve 7 of 19cleanline
purity without the potential for toxins [74,75].
The VOSviewer data processing on the keywords, “sustainability,” “h
“knowledge
The VOSviewer level”, andon
data processing “consumer purchase
the keywords, intention”, produce
“sustainability,” “halal,”different
“knowl-visualiza
The“consumer
edge level”, and results showed four intention”,
purchase clusters with 611 topics.
produce different visualizations. The
results showed fourThe overlay
clusters withvisualization
611 topics. image in Figure 3 shows that limited publications
2010
The overlay to 2019 resulted
visualization imageininmany
Figurepublications
3 shows thatonlimited
“sustainability” in 2012.
publications from In 2015, “con
2010
to 2019 resulted in many
purchase publications
intention” on “sustainability”
was dominated in “planned
by “tpb” or 2012. In 2015, “consumer
behaviour”. The red, gree
purchase intention” was dominated
blue columns containbythe“tpb”
red, or “planned
green, behaviour”.
and blue The of
components red, green,
the and
colors of clusters
blue columns contain the red, green,
color component mustandhave blue
an components
integer valueofbetween
the colors of clusters.
0 and Each
255. Moreover, there
color componentmanymust have an integer
publications value
on “halal” inbetween
2016. 0 and 255. Moreover, there were
many publications on “halal” in 2016.
Figure 3. Network Visualization

Figure 3. NetworkResearch Development
Visualization Map:
Research “Sustainability”,
Development “Halal”, and “Con-
Map: “Sustainability”, “Halal”, and
sumer purchase sumer purchase intention”.
intention”.
Sustainability 2022, 14, x 8 of 21
Figure 4 showsFigure
the density of publications
4 shows on “Sustainability”,
the density “Halal”,
of publications on “Knowledge”,
“Sustainability”, “H
and “Consumer purchase intention”
“Knowledge”, with “production”,
and “Consumer purchase “marketing”,
intention” with“consumer”, and “marke
“production”,
“purchase intention”. the
the item's color “consumer”, color
value with theand of the
“purchase
color. item
However, is determined
intention”. by matching
the color
there are few the
of the item
publications item's color
is determined by ma
on “Sustaina-
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bility”, the “Knowledge
“Halal”, color. However, there
level”, and are few publications
“Consumer on “Sustainability”,
purchase intention” “Halal”,
with the topics
“Knowledge level”, and “Consumer purchase intention” with the topics of “tpb”,
of “tpb”, “planned behaviour”, “halal logo”, and “food manufacturer”. Most authors were “planned
behaviour”,
from “halal logo”,
Islamic countries andcontributed
and have “food manufacturer”. Most subject
to different related authors were
areas from Islamic
[31].
countries and have contributed to different related subject areas [31].
4. Network Visualization
Figure 4.
Figure Visualization of
ofRelationships
Relationshipsbetween
betweenthe Study
the Topics,
Study “Sustainability”,
Topics, “Halal”,
“Sustainability”,
“Halal”, “Knowledge
“Knowledge level”,
level”, and and “Consumer
“Consumer purchase
purchase intention”.
intention”.
Figure 5 shows the density level of the results of file processing. The higher the den-
sity of the item, the higher the color value. There have been more publications on “con-
sumer”, “intention”, and “marketing” in bright color compared to publication topics in
darker color areas, such as “food ingredients”, “halal slaughter” and “halalness”.
Figure 4. Network Visualization of Relationships between the Study Topics, “Sustainability”,
“Halal”, “Knowledge level”, and “Consumer purchase intention”.
Figure
Figure55shows
showsthe
thedensity
densitylevel ofof
level the results
the of of
results filefile
processing. TheThe
processing. higher the the
higher density
den-
of theofitem,
sity the higher
the item, the color
the higher the value. There have
color value. Therebeen
havemorebeenpublications on “consumer”,
more publications on “con-
“intention”, and “marketing”
sumer”, “intention”, in bright color
and “marketing” compared
in bright colortocompared
publication
totopics in darker
publication color
topics in
areas, such as “food ingredients”, “halal slaughter” and “halalness”.
darker color areas, such as “food ingredients”, “halal slaughter” and “halalness”.
Figure5.5.Visualization
Figure VisualizationofofDensity
DensityTopic,
Topic,“Consumer
“ConsumerPurchase
PurchaseIntention”,
Intention”,with
withOther
OtherTopics.
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The analysis
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using VOSviewer produced
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opportunitiesforforthe
thestudy
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whichis
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regarding the theproposed
proposed
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Religionisisan
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andshould
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halalpurchase
purchaseintentions
intentions and
and the
the role
roleof
ofculture
cultureand
andreligious
religiousidentity
identityininthis
this
attractive
attractive community [75]. This study did not show the effectiveness of factors such as
community [75]. This study did not show the effectiveness of factors such as
halal logos and health awareness. It may be context-specific that consumers ignore the
halal logo or may not be educated to make rational decisions to buy healthy food [76].
3.2. Defining the Keywords

This study identified the keywords used in selecting articles for the next level as seen
in Table 1. It explored the topic of “Halal”, commonly used in food, pharmacy, finance,
tourism, and other sectors. Therefore, the study searched for keywords with the code,
“halal marketing”, “halal logistics and supply chain”, and “halal process, certification,
products”, in the Scopus database. Finance, tourism, and pharmacy were excluded because
they are too wide from the study focus.
Table 1. Article Results Found with Specified Keywords.
No. Dimension Number of Articles

1 Halal logistics and supply chain 23
2 Halal process, certification, products 12
3 Halal marketing 30
After using VOSviewer to assess the development of study topics in Scopus-indexed

journals, the Google Scholar search engine was used to expand the information search. The
search engine was employed to find articles with the same keywords without considering
their quality. This is because not all articles on halal are accepted or published in Scopus-
indexed international journals.
3.3. Information Search: Article Classification

Various studies showed that intention determines the purchase of a product by finding
a positive relationship between intention factors and buying behavior. In the next step, the
articles were tabulated based on the author’s name, title, journal name, and publication
year. This classification facilitated the search for data supporting a theory and concept in
the literature study.
The development of halal marketing studies has been published in reputable international
journals for ten years. Table 2 summarizes halal food products and consumer behavior.
Table 2. Article Information.
No. References Journal Publication Year Research Location

1 [77] International Food Research Journal 2010 Malaysia
2 [78] Basic and Applied Social Psychology 2011 Not mentioned
Interdisciplinary Journal of Contemporary Research In
3 [79] 2011 Pakistan
Business
4 [80] International Journal of Commerce and Management 2011 Malaysia
5 [81] Journal of Islamic Marketing 2012 Malaysia
6 [82] Journal of Islamic Marketing 2012 Pakistan
7 [83] Journal of International Food & Agribusiness Marketing 2013 Malaysia
8 [40] Journal of Food Products Marketing 2013 Malaysia
9 [84] Meat Science 2013 Belgium
10 [85] International Journal of Business, Economics, and Law 2014 Indonesia
11 [70] Journal of Food Products Marketing 2014 Turkey
12 [37] Journal of International Food & Agribusiness Marketing 2014 Malaysia
14 [86] Management Research Review 2015 Pakistan
16 [88] Journal of Islamic Marketing 2015 Malaysia
17 [89] International Journal of Social Science and Humanity 2015 Malaysia
18 [75] Journal of Food Products Marketing 2016 Singapore
19 [90] European Journal of Business and Management 2016 Turkey
20 [91] International Journal of Islamic Marketing and Branding 2016 Singapore
21 [76] Journal of International Food & Agribusiness Marketing 2016 Pakistan
22 [72] Tazkia Islamic Finance and Business Review 2017 Indonesia
23 [92] British Food Journal 2017 China
24 [93] Management Decision 2018 Pakistan
25 [94] Journal of Business and Retail Management Research 2018 Saudi Arabia
Not mentioned (through
Amazon Mechanical Turk
26 [95] Journal of Business Research 2018
https://www.mturk.com
(accessed on 15 July 2022)
27 [71] Journal of Food Products Marketing 2018 South Africa
Contemporary Management and Science Issues in the
28 [96] 2019 Malaysia
Halal Industry,
29 [97] Journal of Islamic Marketing 2019 Indonesia
30 [41] Journal of Islamic Marketing 2019 Pakistan
Various designs and methodologies used in the halal food context have expanded the
criteria used from the articles in this study. Table 3 shows the sample size, sampling design,
and analytical tools used in the articles.
Table 3. Article Method Summary.
The Sample
References Sampling Design Analytical Tools
Sample Size
Non-Muslim, Randomized sample in the
[77] The logit procedure
n = 400 supermarkets
Unclear consumer religion in
4 studies
N = 79 (Study 1)
[78] Non-probability sampling Regression analysis
N = 79 (Study 2)
N = 85 (Study 3)
N = 89 (Study 4)
Cronbach’s alpha, confirmatory factor
Muslim consumer
[79] Non-probability sampling analysis, Pearson product correlation
n = 528
Matrix
Muslim and non-Muslim Non-probability convenience sampling
[80] Multiple regression analysis
n = 258 method
Non-Muslim
[81] Randomly at several supermarkets The binary logit model
n = 800
Muslim
[82] Convenience sampling method Regression analysis
n = 150
Non-Muslim Randomly on streets and around
[83] Structural equation modeling (sem)
n = 226 shopping malls
Muslim
[40] Conveniently selected Multiple regression analysis
n = 390
Muslim (Non-probability) snowball
[84] Factor analysis
n = 202 sampling technique
Muslim
[85] Non-probability sampling Multiple linear regression analysis
n = 135
The Kaiser–Meyer–Olkin (kmo)
Muslim measure of sampling adequacy,
[70] Unknown sampling method
n = 724 Bartlett’s test of sphericity, factor
analysis, and multiple regressions
Muslim and non-Muslim Contingent
[37] A nonprobability sample
n = 288 Valuation and conjoint analysis
Muslim and non-Muslim
[25] Unclear sampling Probit procedure
n = 1860
Muslim Correlation and regression analysis,
[86] Systematic sampling technique
n = 273 factor analysis
[87] Stratified random sampling technique Structural equation modelling
n = 2014
Muslim
[88] Non-probability, convenience sampling Structural equation modelling
n = 110
Muslim
[89] Convenience sampling method Multiple regression analysis
n = 110
Table 3. Cont.
The Sample
References Sampling Design Analytical Tools
Sample Size
Nonprobability basic
sampling;
Muslim the combination of several methods for Linear correlations and multiple
[75]
n = 332 distributing regressions
the questionnaire, through the mail and
self-administration
Muslim The PLS-path
[90] The convenience sampling method
n = 650 modelling analysis
Non-Muslim
[91] Non-probability convenience sampling Multiple regression analysis
n = 214
Muslim Structural equation modelling
[76] Convenience-sampling techniques
n = 282 technique
Unknown religion
[72] Purposive sampling PLS-SEM method
n = 193
Muslim
[92] Snow-ball sampling technique Regression models
n = 436
Muslim
[93] Convenience sampling technique Structural equation modelling
n = 347
Unknown religion consumers Non-probability sampling technique Partial least squares (PLS-SEM)
[94]
n = 395 (convenience sampling) technique
Study 1
Hierarchical regression model, two
[95] n = 391 Unknown sampling design
multiple mediation analyses
Study 2
n = 197
No religion identified
[71] A random sampling method Structural equation modelling
n = 230
Muslim and non-Muslim Pearson correlation analysis and
[96] Random sampling
n = 323 multiple linear regression analysis.
Unknown religion
[97] Nonprobability sampling Multiple regression analysis
n = 418
Muslim Purposive
[41] Exploratory study, NVivo data analysis
n = 90 sampling method
The list of published articles that became the reference in this literature review showed
that various sample sizes were used. A quantitative calculation shows an average of 391 re-
spondents in studies on consumer behavior, specifically intentions. The median value of the
sample size used is 277. This means that the literature review sources use a sample size of
more or less than 277 respondents. Data with a sample size exceeding 277 respondents are
large, but still use non-probability sampling, with only a small percentage using probability
sampling. Non-probability sampling is used because it is easy, fast, and inexpensive to
measure the response. The method acquires a response from many respondents, and is
applicable when the population is not homogeneous. Additionally, this approach is feasible,
even with no inference concerning the population and no sampling frame [77,91,92,95,98].
Some studies use probability sampling presumably because the technique is credible and
meets the requirements [25,71,87,97].
Studies using a probability or non-probability sampling design could still be published
in a reputable international journal to explain Muslims’ intention factors. This study
identified the factors using multiple regression, factor analysis, partial least squares (PLS-
SEM), structural equation modelling (SEM), and other qualitative methods.
The following sections describe the literature review on behavioral factors influencing
halal food product consumption, and how they may predispose individual intentions.
3.3.1. Attitude, Subjective Norms, and Perceived Control

The theory of planned behavior states that attitude, subjective norms, and perceived
control are significant predictors of intention [98]. This is supported by empirical results
in several publications and various applications. Studies showed that attitude, subjective
norms, and perceived control generate intention. This is realized by finding a positive
relationship between attitudes, subjective norms, and perceived control and one’s intention
to act [76,83,92,93].
Consumer attitudes affecting intentions are determined by consumer characteristics
variables, including beliefs, age, education level, and area of residence [80,81]. Furthermore,
some variables explain perceived control, such as food safety, being environmentally
friendly, and animal welfare. These variables are also significantly related to Muslims’
intentions to purchase halal food products [78,82].
The most important determinant of behavior is behavioral intentions. The two theories
have almost the same variables tested to influence consumer behavior. The TRA was
developed to help understand the relationship between attitudes, intentions, and behavior,
whereas TPB added perceived control. The control beliefs about the presence or absence of
a facilitator and barriers to behavioral performance determine the perceived control [99].
Sustainability 2022, 14, x publications involving TRA and TPB resulted in factors with different levels of
Several 13 o
influence and significance as shown in Figure 6.
Figure 6. The TPBFigure

and TRA Constructs
6. The TPB and in Halal
TRA Food Customer
Constructs in Halal Behavior. Source:
Food Customer [71,76–79,83,89,92,
Behavior. Source: [71,76–
93,97,98]. 79,83,89,92,93,97,98]
The intention isThe theintention

deliberateis will
the deliberate will tomeaning
to act, literally act, literally meaning
al-qashd al-qashdInor desire.
or desire.
syar’i, intentionsyar’i,
implies intention
sincereimplies
worship sincere worship
for Allah SWTfor Allah
and liesSWT
in theand lies (heart)
heart in the heart
[100].(heart) [10
When people intend Whentopeople
bring intend to bring
about one stateabout one state
of affairs of affairs
to obtain to obtain
another, another,
the first act isthe
thefirst act is
means adopted meansto realizeadopted to realize
the outcome the outcome
[101]. [101].
The factors The factorsintentions
influencing influencing intentions
also affect also aff
consumers’ behaviorconsumers’
toward behavior
buyingtoward buying
halal food halal food
products, products,
as shown as shown
in Figure in Figure 6. Huss
6. Hussain
et al. (2016) stated that the factors positively influencing consumers’
et al. (2016) stated that the factors positively influencing consumers’ attitudes and purchase attitudes and p
chase intentions subsequently affect their purchase behavior.
intentions subsequently affect their purchase behavior. According to H.R. Bukhari, No.1 According to H.R. Bukh
and Muslim, No.1907, the Messenger of Allah stated that every action depends on the depends
No.1 and Muslim, No.1907, the Messenger of Allah stated that every action
the intention,
intention, and people get what and people
they get what
intended they intended [102].
[102].
This study ascertained the factors tested regarding the intention to purchase ha
food products in published articles. It developed a diagram to help understand the e
ments embodying a Muslim’s intention to buy halal food products.
The Muslim intention elements shown in Figure 7 and Table 4. They describe
studies regarding the intention to purchase halal food products without a particular ra
This study ascertained the factors tested regarding the intention to purchase halal food
products in published articles. It developed a diagram to help understand the elements
embodying a Muslim’s intention to buy halal food products.
The Muslim intention elements shown in Figure 7 and Table 4. They describe the
studies regarding the intention to purchase halal food products without a particular ranking
Sustainability 2022, 14, x
or category. Figure 7 shown that these elements are variables often tested in analyzing
15 of 21
consumer intentions in buying halal food products. Elements in grey color are used more
than those in blue.
Figure7.7.Muslim
Figure Muslimintention
intentionelements.
elements.
3.3.2.
3.3.2.Another
AnotherPotential
PotentialFactor
Factor in
in Stimulating
Stimulating aa Muslim’s
Muslim’s Positive
Positive Intentions
Intentions
The
The importance of intention in Muslim behavior is stated in thethe
importance of intention in Muslim behavior is stated in Holy
Holy Qur’an.
Qur’an. “In-
“Inten-
tention” is expressed
tion” is expressed in the
in the words,
words, “sincere”
“sincere” and “mukhlis”,
and “mukhlis”, as in
as in the theAlQ.S.
Q.S. Al Baqarah
Baqarah (verse
(verse 139),Al
139), Q.S. Q.S. Al A’raf
A’raf (verse(verse 29), Yunus
29), Q.S. Q.S. Yunus
(verse(verse 22), Q.S.
22), Q.S. Al Ankabut
Al Ankabut (verse(verse
65), 65),
Q.S.Q.S.
Az
Az Zumar
Zumar (verse
(verse 2, 11,
2, 11, 14),14),
Q.S.Q.S. Luqman
Luqman (verse
(verse 32),32),
andand Al Bayyinah
Al Bayyinah (verse
(verse 5). It5).is It
anisim-
an
important element in every human step, determining whether a human
portant element in every human step, determining whether a human being’s behavior is being’s behavior is
accepted by God (Allah SWT). The Messenger of Allah, Prophet
accepted by God (Allah SWT). The Messenger of Allah, Prophet Muhammad SAW, stated,Muhammad SAW, stated,
“Indeed,
“Indeed,the theaction
actiondepends
depends on on the
the intention,
intention, and
and aa man
man gets
gets what
what hehe intended.”
intended.” (H.R. (H.R.
Bukhari and Muslim). Muslim consumer behavior is largely predisposed
Bukhari and Muslim). Muslim consumer behavior is largely predisposed by Islam ideol- by Islam ideology.
In thisIncase,
ogy. consumers
this case, consumersare more concerned
are more withwith
concerned the value of halal
the value foodfood
of halal thanthanits haram
its ha-
elements.
ram elements. For instance, consumers
For instance, in Pakistan
consumers do notdo
in Pakistan mind
not consuming
mind consumingfood, provided
food, pro- it
isvided
free of haram items [79]. In Belgium, Muslim consumers are willing to
it is free of haram items [79]. In Belgium, Muslim consumers are willing to pay high pay high prices
for halal-certified
prices meat in meat
for halal-certified Islamicin butcher shops. They
Islamic butcher pay
shops. 10%pay
They above10%theabove
actualthe price for
actual
halal-certified meat [84].
price for halal-certified meat [84].
Knowledge
Knowledge relates to the intention to purchase halal food products [25,40,79,88] . Ac-
cording to Vanany (2019) and Ahmad (2015), knowledge and subjective norms do not
influence intention. Similarly, Bashir (2018) stated that only attitude is significantly related
Table 4. Other Most-Tested Factors of Purchase Intention in Halal Food Products.
Factors Significant Non-Significant Direct/Indirect

Emotional States [87] Direct
Personal conviction [92] Direct
Personal societal perception [86] Direct
Pleasure value [70] Direct
Motivation [94] Indirect
Interest/preference [70,91] Direct
Halal marketing [84,91] Direct

[86] Indirect
[72,84,87] [77] Direct
Halal awareness
[40,71] Indirect
Halal logo [85] [76] Direct
Food labeling [87] Direct
Halal brand image [84,94] Direct

[94] [72] Indirect
Halal brand satisfaction [93] Direct
Halal brand trust [93] Direct
Halal brand loyalty [93] Direct
Halal price product [85,95] Indirect
Halal product assortment [94] Indirect
Halal principles [81] Indirect
Halal certification [37,84,87] [96] Direct
Physical risk [70] Direct

Auf et al. (2018) Indirect
[94]
Health consciousness [72] [76] Direct
Food safety, environmental-friendliness, animal welfare [78,82] [72] Indirect
Food safety concern [76] Indirect
The ingredients of products [76] Indirect
Store location [94] Indirect
The processing [40,77,95] Indirect
Perceived ability [91] Direct
Perceived awareness [97] Indirect
Perceived value [77,95] Indirect
Moral obligations [97] Direct
Perception of religion [76] Indirect
Religion [96] Direct
Inter-personal religiosity [82] Direct
Intra-personal religiosity [82] Indirect
Religious self-identity [97] Direct
Religiosity [70,86,91] Direct

[90,95] [41] Indirect
Religious belief [86] Direct

[79] Indirect
Knowledge [87] Direct

[40,88,95] [79,90] Indirect
Note: “indirect related” means that the factor does not affect the intention directly, but through other variables
that affect or are affected by the intention.
Knowledge
Knowledge relates to the intention to purchase halal food products [25,40,79,88].
According to Vanany (2019) and Ahmad (2015), knowledge and subjective norms do
not influence intention. Similarly, Bashir (2018) stated that only attitude is significantly
related to intention, whereas many publications show that subjective norms and attitudes
significantly affect intention. This necessitates future studies to re-measure knowledge
regarding its relationship and significance on the Muslim consumers’ intention to purchase
halal food products. The studies should use different sampling and analytical tools.
Religiosity
Religiosity was unconnected to sustainably-minded food consumption [95]. Although
religion is an almighty source of religious beliefs for Muslim consumers, highly religious
people may lack a high awareness about halal food [79]. Religiosity significantly impacts the
preferences for halal food products in the community. This affiliation dominates people’s
lives, choices, eating habits, and social environments [70,76,103,104] This study found
a positive association between the consumer perception of religion and their intentions
to purchase halal products. Similarly, religious self-identity and moral obligations were
powerful predictors of halal food consumption in Indonesia. Consumers are convinced that
food products with halal logos are halal [77,87,97,98]. However, Awan (2015) and Bukhari
(2019) found that direct or indirect relationships to intention, religiosity, or religious belief
did not significantly affect intention.
Other Variables
The extended TPB model is opportune for figuring consumers’ adoption intentions.
The latest elaboration of consumer intention was seen from the scientific search engine.
Some studies still use TPB and predictive variables such as religiosity, halal certification,
consumer characteristics, brand trust, food safety, and halal labeling as strong consumer
intention determinants [105–114].
These purchase intention factors can support Muslim intentions in buying food prod-
ucts that have been certified as halal; with Muslim intentions, it will raise the possibilities of
buying behavior for halal food products compared to those that have not been certified as
halal. This exposes opportunities for future research directions to test whether the intention
factors directly influence the buying behavior of halal food products.
4. Conclusions
The findings provide comprehensive insight into the literature on halal food con-
sumption. This study emphasized the gaps in the literature, and suggested directions to
advance the understanding of Muslims’ or general consumers’ behavioral intentions as a
contribution to halal food product science.
On social implications, intention is an important behavioral element that is often
associated with the concept of sincerity. The Qur’an, the Muslim way of life, expresses
intentions with the words, “sincere” and “will”. Increasing the purchase intention of halal
food products can be applied through the elements that have been tested in many of these
published articles. The intention will manifest into the behavior of purchasing halal food
products in order to increase their obedience to Allah SWT.
Managerial implications related to the results of this study can focus on the opportuni-
ties, challenges, efficiency of intentions, and possible improvements to other embodiment
intentions beyond what has been realized in this literature study.
Hence, though this study relied only on the Scopus database complemented with
Google Scholar, future studies should utilize various data sources, such as Web of Science.
This study was also limited to English language articles; therefore, future studies should
examine articles published in the languages of the nations most productive in halal food
publications, such as Malaysia and Indonesia, to identify halal knowledge expansion.
Author Contributions: Conceptualization, S.N.W.; methodology, S.N.W. and E.W.; validation, N.H.K.
and E.W.; writing—original draft preparation, S.N.W.; writing—review and editing, E.W., N.H.K. and
Y.D.; supervision, Y.D., E.W. and N.H.K.; All authors have read and agreed to the published version
of the manuscript.
Funding: This research was funded by The Ministry of Research and Higher Education of The Republic
of Indonesia and the doctoral internal funding by Universitas Padjadjaran (042/E5/PG.02.00.PT/2022).
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.
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The Embodiment of Muslim Intention Elements in Buy

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sustainability

1 Agricultural Social-Economics Department, Faculty of Agriculture, Universitas Padjadjaran,

Keywords: intention; consumer; halal food product

Citation: Wiyono, S.N.; Deliana, Y.;

Sustainability 2022, 14, 13163. https://doi.org/10.3390/su142013163 https://www.mdpi.com/journal/sustainability

Sustainability 2022, 14, x 6 of 21

Figure 2. Study Framework.

3.1. Defining a Topic

Figure 3. Network Visualization

3.2. Defining the Keywords

Table 1. Article Results Found with Specified Keywords.

No. Dimension Number of Articles

After using VOSviewer to assess the development of study topics in Scopus-indexed

3.3. Information Search: Article Classification

Table 2. Article Information.

No. References Journal Publication Year Research Location

Table 3. Article Method Summary.

3.3.1. Attitude, Subjective Norms, and Perceived Control

Figure 6. The TPBFigure

The intention isThe theintention

Table 4. Other Most-Tested Factors of Purchase Intention in Halal Food Products.

Factors Significant Non-Significant Direct/Indirect

Halal marketing [84,91] Direct

Halal brand image [84,94] Direct

Physical risk [70] Direct

Religiosity [70,86,91] Direct

Religious belief [86] Direct

Knowledge [87] Direct

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