METHODOLOGY
There were few frameworks used to elucidate consumers’ behavior towards food. However, the Theory Planned
Behavior was among the prominent frameworks used in explaining halal consumption.
The TPB was adopted in this study because it was proven effective in predicting consumers’ behavior towards halal food [. Ajzen Izek (2006), (the pioneer of TPB) stressed on the importance of behavioral intention in predicting the behavior of individual and society.
In addition, this fact was adopted in many researches across the academic fields.
Ajzen Izek argued that determinants influencing behavioral intention are belief of human being about the possible consequences of the behavior, beliefs about the normative expectations of others,and beliefs about the presence of factors that may ease or obstruct to perform the behavior.
It was found that the stronger intention to perform a behavior, the more likely the behavior will be performed.
METHODOLOGYThere were few frameworks used to elucidate consumers’ behavior towards food. However, the Theory PlannedBehavior was among the prominent frameworks used in explaining halal consumption. The TPB was adopted in this study because it was proven effective in predicting consumers’ behavior towards halal food [. Ajzen Izek (2006), (the pioneer of TPB) stressed on the importance of behavioral intention in predicting the behavior of individual and society. In addition, this fact was adopted in many researches across the academic fields.Ajzen Izek argued that determinants influencing behavioral intention are belief of human being about the possible consequences of the behavior, beliefs about the normative expectations of others,and beliefs about the presence of factors that may ease or obstruct to perform the behavior. It was found that the stronger intention to perform a behavior, the more likely the behavior will be performed.
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