ABSTRACT
Malaysia is well known as a Muslim country and is quickly becoming a global Halal-hub in promoting Halal food products in both Muslim countries and non-Muslim countries. The objective of this study was to analyse the Muslim consumer purchase behaviour on doubtful Halal packed food by using theory of planned behaviour. Besides, this study also examined the mediating effects between certification and Muslim consumer purchase behaviour on doubtful Halal packed food. Three hundred questionnaires were distributed in Kuala Selangor, Selangor, Malaysia. However, only 107 usable questionnaires were received with 35.67% response rate. The data were analysed using SPSS version 22 and Structural equation modelling Partial Least Square SEM-PLS. There are three dimensions used to identify Muslim consumer purchase behaviour on doubtful Halal packed food: attitude towards behaviour, subjective norm and perceived behavioural. All the results from this study show that the hypotheses were supported. However, there is a negative relationship towards Muslim consumer purchase behaviour on doubtful Halal packed food for subjective norm.
