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Factors affecting Muslim consumers' intention to purchase halal products: a comparative study in North Macedonia, Kosovo and Jordan

This study aims to explore the effect of religious values, halal label, country-of-origin, halal preference, and product information on Muslim consumers' purchase behaviour. A sample of 727 responses was collected from three countries; Kosovo, Jordan, and North Macedonia. The results of the analysis show that although these factors have a significant effect on Muslims' purchase behaviour, there are significant differences in the means of the different countries. The results from the study reveal that different marketing strategies could be used in order to target halal products cautious consumers. For example, in some groups a halal logo could be used to address the issue of identity of Muslim consumers, while a strategy that focuses on righteousness could be used to target other groups. Finally, the robustness of the research approach and subsequent findings could be improved with a better sampling technique, more rigorous statistical analysis, and the inclusion of a religiosity measurement section in the questionnaire.