Intention to consume halal pharmaceutical products: evidence from Indonesia

Journal article

Rahmatina Awaliah Kasri, Abdillah Ahsan, Dono Widiatmoko and Sri Rahayu Hijrah Hati 2021. Intention to consume halal pharmaceutical products: evidence from Indonesia. Journal of Islamic Marketing. 14 (3), pp. 1-22.
AuthorsRahmatina Awaliah Kasri, Abdillah Ahsan, Dono Widiatmoko and Sri Rahayu Hijrah Hati

Despite the importance of pharmaceutical products in everyday life, particularly after the coronavirus outbreak in early 2020, only a few studies have attempted to analyse consumer behaviour with regard to halal pharmaceutical products. Therefore, this study aims to investigate the factors influencing purchase intention for halal pharmaceutical products among Indonesian Muslims. This study uses a theory of planned behaviour approach, in which religiosity and knowledge of halal product variables are added to attitude, subjective norms and perceived behavioural control variables. Primary data were collected from 225 Indonesian Muslims in Jakarta, the capital city of Indonesia and analysed using structural equation modelling. The study found that the intention to purchase halal pharmaceutical products is positively affected by attitude, religiosity, knowledge of halal products and perceived behavioural control. However, the influence of the subjective norm variable was found to be insignificant in this study. It is possible to improve the empirical model by including more explanatory variables and investigating the mediating effect of the variables. The study could also be scaled up to reach more respondents in different regions and countries. These additional aspects would provide better insights into the behaviour of consumers when considering halal pharmaceutical products. The findings suggest the importance of designing and implementing appropriate strategies and campaigns to enhance knowledge of halal products, of positive attitudes and of better resources/opportunities to consume halal pharmaceutical products. The industry needs to highlight its products’ halal and tayyib aspects through proper branding and promotion strategies. The government and other stakeholders could also implement education campaigns to increase halal products and halal literacy knowledge. These are ultimately expected to enhance the effectiveness of halal regulations and meet Muslim consumer expectations in the country. Despite the importance of halal pharmaceutical products, this area has received limited attention in the academic literature. Thus, this study attempts to elaborate on consumer behaviour in this niche area.

KeywordsConsumer behaviours; Halal pharmacy; Indonesia halal industry; Islamic economics; Islamic pharmaceuticals’ cosmetics and toiletry; The Muslim consumer; Theory of planned behaviour
JournalJournal of Islamic Marketing
Journal citation14 (3), pp. 1-22
Digital Object Identifier (DOI)
Web address (URL)hdl:10545/626224
Publisher's version
File Access Level
Output statusPublished
Publication dates28 Dec 2021
Publication process dates
Deposited21 Jan 2022, 13:58
Accepted31 Oct 2021
ContributorsUniversitas Indonesia, Depok, Indonesia and University of Derby
File Access Level
File Access Level
File Access Level
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