The Mediating Role of Purchase Intention towards the Actual Purchase Behaviour of Halal Bakery Product among Consumers in Petaling district, Selangor

Nurzulain Zulkfli, Zuraini Mat Issa, Norhidayah Abdullah
Faculty of Hotel and Tourism Management, Universiti Teknologi MARA


The addition of individual ingredients in bakery products is to provide certain functions which may affect the characteristics of the end products. However, the halal status of the ingredients used in bakery products has been an issue among Muslims consumers that can influence their purchasing decision. Therefore, this study aims to examine the mediating effect of purchase intention towards the relationship between the Theory of Planned Behaviour (TPB) attributes and the actual purchase behaviour. A validated questionnaire was distributed to 476 consumers representing 95.2 per cent of response rate in Petaling district, Selangor using a purposive sampling method. The gathered data were screened for completion and those that fulfilled the inclusion criteria. The SPSS version 24 and PLS-SEM were then used to analyse the data. The findings revealed that the subjective norms and perceived behavioural control of the TPB attributes were shown to influence purchase intention and actual purchase behaviour significantly. This study also confirms that purchase intention mediates the relationship between TPB attributes and actual purchase behaviour. The findings supported previous studies that before conducting any actual purchases, the consumers’ intention to purchase the products would lead the process. The outputs of this empirical study provide evidence that competition in the halal bakery market exists together with consumer demands for the halal bakery products. Hence, the manufacturers can develop effective strategies in emphasizing all the TPB attributes to increase purchase intention, which would finally influence the actual purchase behaviour.

Keywords: Actual purchase behaviour, Bakery products, Halal, Purchase intention, Theory of Planned Behaviour