Analysis of consumer behavior factors on willingness to buy chicken meat with halal labels at traditional markets in Jember area

Chicken meat is one of the most popular staple foods, but halal aspect main requirement. In traditional markets, chicken sold without a label. This research aimed to analyze consumer behavior factors on willingness buy at markets in Jember Region. study hypothesizes that affect with label markets. uses survey data from distributing questionnaires 110 respondents. Multivariate statistical methods do hypothesis testing technique SEM Model. The processing results show behavioral control and religious commitment variables significantly influence toward buying Suggestions based results: first, raising awareness about consuming halal-labeled necessary increase person's knowledge. Second, it required role community government, both internally externally, educating labeled halal.