Predicting intention to choose <i>halal</i> products using theory of reasoned action

<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>Emphasis on the importance of <jats:italic>halal</jats:italic> products is now growing. It is fast becoming a new market force and brand identifier and is now moving into the mainstream market, affecting and changing perception on how business should be conducted, including from a marketing point of view. The purpose of this paper is to test the applicability of the theory of reasoned action (TRA) in predicting the intention to choose <jats:italic>halal</jats:italic> product among Malaysian consumers.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>A structured questionnaire was used to elicit responses from consumers using a convenience sampling technique. A total of 485 responses were received. Needless to say, this study extends the applicability of the TRA to study <jats:italic>halal</jats:italic> product usage among consumers in Malaysia.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>The findings indicated that the TRA is a valid model in the prediction of the intention to choose <jats:italic>halal</jats:italic> products. Attitude (<jats:italic>β</jats:italic>=0.288, <jats:italic>p</jats:italic><0.001) and subjective norm (<jats:italic>β</jats:italic>=0.814, <jats:italic>p</jats:italic><0.001) were found to be positively related to intention, with subjective norm being the more influential predictor. Subjective norm was also positively related to the attitude (<jats:italic>β</jats:italic>=0.336, <jats:italic>p</jats:italic><0.001) to choose <jats:italic>halal</jats:italic> products.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Research limitations/implications</jats:title><jats:p>The study contains a limited number of measures in the model. Nevertheless, it provides new information on the emerging issue of <jats:italic>halal</jats:italic> products.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>The results will be primarily beneficial to restaurants, fast food restaurants and small and medium enterprises in Malaysia by offering an insight into the intentions of consumers to choose <jats:italic>halal</jats:italic> products.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>The paper extends the understanding of TRA to newly emerging contexts such as <jats:italic>halal</jats:italic> products usage intentions.</jats:p></jats:sec>