Consumption of Halal-Certified Products among Russian Consumers: an Empirical Investigation

Authors

  • Nariman Shamakov UIN MALANG
  • Nur Asnawi UIN MALANG

Keywords:

Consumer intentions, purchasing behavior, Halal certified products, theory of planned behavior, Russian consumers

Abstract

This research study investigates the determinants of consumer intentions to buy products that have been halal certified in the context of the Muslim minority market, namely Russia. In this study, researchers sought to overcome gaps in the literature relating to consumer purchase intentions of halal certified products for Russian consumers. Russian consumers are having a large market but the majority are non-Muslim consumers so halal products must have Halal certification to ensure safety, quality and clarity for consumption. By utilizing the theory of planned behavior, this study aims to determine halal awareness, halal certification / logo, halal marketing, halal habits, halal knowledge, religious beliefs on Russian consumers' intention to buy halal certified products. It also seeks to identify the strongest factors also affecting intention to purchase halal food by Russian consumers. From a sample of 216 Russian consumers in the Tyumen Region, 204 questionnaires were found to be eligible for analysis. Data is collected through self-administered questionnaires. Multiple linear regression analysis is used to identify the relationships between the variables identified and to test the research hypotheses. The findings of this study indicate that the intention of Russian consumers to buy halal certified products is influenced by consumer knowledge about halal products and the encouragement of religious beliefs. Interestingly it was found that religious beliefs became the most dominant variable as a determinant of Russian consumer purchase intentions for halal-certified products.

References

Aertsens, J., Mondelaers, K., Verbeke, W., Buysse, J. and Van Huylenbroeck, G. (2011), “The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food”, British Food Journal, Vol. 113 No. 11, pp. 1353-1378
Afif, Irfan, 2015, Industri Makanan Halal di Rusia Terus Mengalami Perkembangan, http://www.halhalal.com/industri-makanan-halal-di-rusia-terus-mengalami-perkembangan/ , Accessed September 12, 2018
Ahmed, A. (2008), “Marketing of Halal meat in the United Kingdom-supermarkets versus local shops”, British Food Journal, Vol. 110 No. 7.
Ajzen I. (2005), Attitudes, Personality, and Behavior, 2nd ed., Maidenhead, UK: Open UniversityPress.
Ajzen, I. and Fishbein, M.A. (1980), Understanding Attitudes and Predicting Social Behavior, Prentice-Hall, Englewood Cliffs, NJ.
Alam, S. S and Sayuti, N. M. (2011), “Applying the Theory of Planned Behavior (TPB) in halal food purchasing”, International Journal of Commerce and Management, Vol. 21 No. 1, pp. 8-20
Ali, A., Xiaoling, G., Sherwani, M. and Ali, A. (2017), "Factors affecting Halal meat purchase intention: Evidence from international Muslim students in China", British Food Journal, Vol. 119 Issue: 3, pp.527-541
Aman, A. H. L., Harun, A., and Hussein, Z. (2012), “The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable”, British Journal of Arts and Social Sciences, Vol.7 No.II, pp. 145-167
Arif, S. and Ahmad, R. (2011), “Food quality standards in developing quality human capital: an Islamic perspective”, African Journal of Business Management, Vol. 5 No. 31, pp. 12242-12248
Arrahmah, 2018. Industri halal tumbuh subur di Rusia, https://www.arrahmah.com/2013/12/24/industri-halal-tumbuh-subur-di-rusia/ , Accessed September 20, 2018
Awan, H. M., Siddiquei, A. N. and Haider, Z. (2015), "Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector", Management Research Review, Vol. 38 No. 6, pp. 640-660
Awan, H. M., Siddiquei, A. N. and Haider, Z. (2015), "Factors affecting Halal purchase intention – evidence from Pakistan’s Halal food sector", Management Research Review, Vol. 38 No. 6, pp. 640-660
Azam, A. (2016), "An empirical study on non-Muslim’s packaged halal food manufacturers: Saudi Arabian consumers’ purchase intention", Journal of Islamic Marketing, Vol. 7 No. 4, pp. 441-460
Aziz, Y. A. and Chok, N. V. (2013), “The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-muslims in Malaysia: A Structural Equation Modeling Approach”, Journal of International Food & Agribusiness Marketing, Vol. 25 No. 1, pp. 1-23
Baker, T., Hunt, J.B. and Scribner, L.L. (2002), “The effect of introducing a new brand on consumer perceptions of current brand similarity: the roles of product knowledge and involvement”, Journal of Marketing Theory and Practice, Vol. 10 No. 4, Fall, pp. 45-57.
Bang, H. K., Ellinger, A. E., Hadjimarcou, J., & Traichal, P. A. (2000). “Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory”. Psychology and Marketing, 17(6), 449e468
Bang, H., Ellinger, A.E., Hadjimarcou, J. and Traichal, P.A. (2000), “Consumer concern, knowledge, belief, and attitude toward renewable energy: an application of the theory of reasoned action”, Psychology and Marketing, Vol. 17 No. 6, pp. 449-468
Bashir, A. M., Bayat, A., Olutuase, S. O. and Latiff, Z. A. A. (2018), “Factors affecting consumers’ intention towards purchasing halal food in South Africa: a structural equation modeling”, Journal of Food Products Marketing, 25:1, 26-48
Bettman, J.A. and Park, C.W. (1980), “Effects of prior knowledge and experience and phase of the choice process on consumer decision-making processes: a protocol analysis”, Journal of Consumer Research, Vol. 7 No. 3, December, pp. 234-48.
Bian, X. and Moutinho, L. (2011), "The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits: Direct and indirect effects", European Journal of Marketing, Vol. 45 Issue: 1/2, pp.191-216
Bonne, K., Vermeir, I. and Verbeke, W. (2008), “Impact of religion on halal meat consumption decision making in Belgium”, Journal of International Food & Agribusiness Marketing, Vol. 21 No. 1, pp. 5-26
Bonne, K., Vermeir, I., Bergeaud-Blackler, F. and Verbeke, W. (2007), “Determinants of halal meat consumption in France”, British Food Journal, Vol. 109 No. 5, pp. 367-386
Briliana, V. And Mursito, N. (2017), “Exploring antecedents and consequences of Indonesian Muslim youths' attitude towards halal cosmetic products: A case study in Jakarta”, Asia Pacific Management Review, Vol. 30, pp. 1-9.
Central Intelligence Agency, 2018, Russia - The World Factbook — Central Intelligence Agency, https://www.cia.gov/library/publications/the-world-factbook/geos/rs.html, Accessed September 15, 2018
Chen, R. and He, F. (2003), “Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer”, Total Quality Management & Business Excellence, 14:6, 677-693
Conner, M.T. and Armitage, C.J. (1998), “Extending the theory of planned behaviour: a review and avenues for further research”, Journal of Applied Social Psychology, Vol. 28 No. 15, pp. 1429-64.
Eramuslim, 2018, Konsumen Produk Halal di Moskow Rusia Justru Kalangan Non Muslim, https://www.eramuslim.com/berita/dunia-islam/konsumen-produk-halal-di-moskow-rusia-justru-kalangan-non-muslim.htm#.W7QZJxIYOQE, Accessed September 14, 2018
Essoo, N. and Dibb, S. (2004), “Religious influences on shopping behaviour: an exploratory study”, Journal of Marketing Management, Vol. 20 No. 1, pp. 683-712.
Ghozali, Imam. 2018, Aplikasi Analisis Multivariate dengan Program IBM SPSS 25, Edisi 9. Badan Penerbit Universitas Diponegoro, Semarang
Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Eddie Chiew, F. C. (2010). “Non-Muslims’ awareness of halal principles and related food products in Malaysia”. International Food Research Journal, 17, 667–674
Gracia, A. (2007), “Organic food product purchase behaviour: a pilot study for urban consumers in the South of Italy”, Spanish Journal of Agricultural Research, Vol. 5 No. 4, pp. 439-451
Hamdan, H., Issa, Z. M., Abu, N. and Jusoff, K. (2013), “Purchasing Decisions among Muslim Consumers of Processed Halal Food Products”, Journal of Food Products Marketing, 19:1, 54-61,
Hamdan, H., Issa, Z.M., Abu, N. and Jusoff, K. (2013), “Purchasing decisions among Muslim Consumers of processed halal food products”, Journal of Food Products Marketing, Vol. 19 No. 1, pp. 54-61.
Hayati and Habibah (2008), “Quality assurance in Halal food manufacturing in Malaysia: a preliminary study”, International Conference on Mechanical and Manufacturing Engineering, Johor Bahru, pp. 21-23.
Honkanen, P., Olsen, S.O. and Verplanken, B. (2005), “Intention to consume seafood – the importance of habit”, Appetite, Vol. 45, pp. 161-8.
Hossein, N., Yen, L.K. and Omid, A. (2011), “Factors influencing customer loyalty towards fast food restaurants”, International Conference on Sociality and Economics Development, Vol. 10.
Hussain, I., Rahman, S., Zaheer, A. and Saleem, S. (2016), “Integrating factors influencing consumers’ halal products purchase: application of theory of reasoned action”, Journal of International Food & Agribusiness Marketing, 28:1, 35-58
Ireland, J. and Rajabzadeh, S.A. (2011), “UAE consumer concerns about Halal products”, Journal of Islamic Marketing, Vol. 2 No. 3, pp. 274-283.
ITEFood&Drink, 2017, Halal food in Russia: a growing sector in a big market, http://www.food-exhibitions.com/Market-Insights/Russia/Halal-food-in-Russia-a-growing-sector-big-market, Accessed September 15, 2018
Jonathan, A. and Wilson, J. (2012), “Charting the rise of the Halal market – tales from the field and looking forward”, Journal of Islamic Marketing, Vol. 3 No. 3.
Kalimullina, Madina, 2018, Why do Russian companies misuse halal certificates?, https://muslim.ru/en/articles/133/3865/, Accessed September 18, 2018
Kisihandi, Ferry. 2013, Industri Halal Bersemi di Rusia, https://www.republika.co.id/berita/dunia-islam/islam-mancanegara/13/12/26/myf650-industri-halal-bersemi-di-rusia, Accessed September 18, 2018
Kotler, P. and Armstrong, G. (2006), Marketing: An Introduction, 11th edition, Prentice-Hall, Upper Saddle River, N.J.
Lada, S., Geoffrey, H.T. and Hanudin, A. (2010), “Predicting intention to choose Halal products using theory of reasoned action”, International Journal of Islamic and Middle Eastern Finance and Management, Vol. 3 No. 4, pp. 66-76.
Laroche, M., Bergeron, J. and Goutaland, C. (2003), “How intangibility affects perceived risk: the moderating role of knowledge and involvement”, Journal of Services Marketing, Vol. 17 No. 2, pp. 122-40.
Laroche, M., Kim, C. and Zhou, L. (1996), “Brand familiarity and confidence as determinants of purchase intention: an empirical test in multiple brand context”, Journal of Business Research, Vol. 37 No. 2, pp. 115-120.
Lin, L. and Chen, C. (2006), "The influence of the country‐of‐origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan", Journal of Consumer Marketing, Vol. 23 Issue: 5, pp.248-265
Malhotra, Naresh K. 2010. Marketing Research: An Applied Orientation, 6/E. Publisher: Prentice Hall. United States of America
Marzuki, S.Z., Hall, C.M. and Ballantine, P.W. (2012), “Restaurant managers’ perspectives on Halal certification”, Journal of Islamic Marketing, Vol. 3 No. 1, pp. 47-58.
Mukhtar, A and Butt, M. (2012), “Intention to choose Halal products: the role of religiosity”, Journal of Islamic Marketing, Vol. 3 No. 2, pp. 108-120
Pettinger, C., Holdsworth, M. and Gerber, M. (2004), “Psycho-social influences on food choice in Southern France and Central England”, Appetite, Vol. 42 No. 3, pp. 307-316
Rahman, A. A., Asrarhaghighi, E. and Rahman, S. A. (2015). “Consumers and halal cosmetic products: Knowledge, religiosity, attitude and intention”. Journal of Islamic Marketing, 6 (1), 148e163
Rajagopal, S., Ramanan, S., Visvanathan, R. and Satapathy, S. (2011), “Halal certification: implication for marketers in UAE”, Journal of Islamic Marketing, Vol. 2 No. 2, pp. 138-153
Rezai, G., Mohamed, Z. and Shamsudin, M.N. (2012), “Non-Muslim consumers’ understanding of Halal principles in Malaysia”, Journal of Islamic Marketing, Vol. 3 No. 1, pp. 35-46.
Schneider, H., Krieger, J. and Bayraktar, A. (2011), “The impact of intrinsic religiosity on consumers’ ethical beliefs: does it depend on the type of religion?Acomparison of Christian and Moslem consumers in Germany and Turkey”, Journal of Business Ethics, Vol. 2 No. 2, pp. 319-332
Soper, Daniel. 2018, A-priori Sample Size Calculator for Multiple Regression, https://www.danielsoper.com/statcalc/calculator.aspx?id=1, Accessed September 27, 2018
Stobbelaar, D.J., Casimir, G., Borghuis, J., Marks, I., Meijer, L. and Zebeda, S. (2007), “Adolescents’ attitudes towards organic food: a survey of 15 to 16 year old school children”, International Journal of Consumer Studies, Vol. 31 No. 4, pp. 349-356
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta
Sungkar, I. (2009), “Consumer awareness: thoughts and trends across the globe”, The Halal Journal, Vol. 9 No. 2.
Tarkiainen, A. and Sundqvist, S. (2011), “Subjective norms, attitudes and intentions of Finnish consumerism buying organic food”, British Food Journal, Vol. 39 No. 1, pp. 399-414
Verbeke, W. & Vackier, I. (2004). “Profile and effects of consumer involvement in fresh meat”. Meat Science, 67, 159–168.
Verbeke, W. (2000), “Influences on the consumer decision-making process towards meat –insights from Belgium and implications’”, British Food Journal, Vol. 102 No. 7, pp. 522-538.
Verbeke, W., Vermeir, I., & Vackier, I. (2004). “Impact of values, involvement and perceptions on consumer attitudes and intentions towards sustainable food consumption”. In J. De Tavernier & S. Aerts (Eds.), EURSAFE 2004—Science, ethics and society (pp. 81–85). Leuven (Belgium): Centre for Agricultural, Bioand Environmental Ethics.
Vorotnikov, Vladislav. 2014, Russia sees rapid growth in halal meat production, https://www.globalmeatnews.com/Article/2014/06/25/Russia-sees-rapid-growth-in-halal-meat-production, Accessed September 15, 2018
Weaver, G.R. and Agle, B.R. (2002), “Religiosity and ethical behavior in organizations: a symbolic interactions perspective”, Academy of Management Review, Vol. 27 No. 1, pp. 77-87

Downloads

Published

2020-07-22

How to Cite

Shamakov, N., & Asnawi, N. (2020). Consumption of Halal-Certified Products among Russian Consumers: an Empirical Investigation. El-Jizya : Jurnal Ekonomi Islam, 8(1), 50–84. Retrieved from https://ejournal.uinsaizu.ac.id/index.php/eljizya/article/view/3993

Issue

Vol. 8 No. 1 (2020): el-Jizya : Jurnal Ekonomi Islam

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).