African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4188

Full Length Research Paper

Investigation of the factors that influence Non-Muslims on the purchasing intention of Halal food in Korea

Md Osman Goni
  • Md Osman Goni
  • Graduate School of International Business, Ajou University, South Korea.
  • Google Scholar

  •  Received: 18 May 2021
  •  Accepted: 10 January 2022
  •  Published: 28 February 2022


The study  aims to investigate the factors that influence South Korean non-Muslim customers' intention of purchasing Halal restaurants "cooked foods". There are three factors. This study indicated the intention of the non-Muslim customers to purchase Halal restaurant cooked foods is influenced by the healthiness, safety, and cleanness of foods and the Suwon area of South Korea. The attitude and subjective norm can help non-Muslim consumers form positive attitude towards Halal restaurant cooked foods. The finding will benefit both the academics and entrepreneurs who manage Halal business on how to improve their business. The outcome of the study supports a valuable situation  applicable to non-Muslim legal bodies on the present purchasing intention of non-Muslim customers towards Halal restaurant's program. This will likewise help manufacturers and advertisers to serve their clients better to amplify their benefit. It defines a total base for non-Muslim government officials to underwrite the inclusion of non-Muslim business visionaries in the Halal cooked foods administration industry to improve the financial branches of its supporters and fulfilling their strict duties to Halal food restrurants.


Key words: Attitude, perceived behavioural control, purchasing intention, non-Muslim, Halal restaurant. foods.