Religiosity, halal food consumption, and physical well-being: An extension of the TPB

This research used the Theory of Planned Behaviour (TPB) theoretical framework to extend and contribute prior on halal purchase behaviour. The main purpose this study is literature by focusing relationship between religiosity physical well-being identifying mediating halal-food consumption that affects well-being. We applied non-probability convenience sampling administer questionnaires among 315 Pakistani Muslim Non-Muslim respondents currently living in Pakistan, USA, Canada, Australia, Germany, during winter 2019–2020. a partial-least-squares structural-equation-modeling (PLS-SEM) technique investigate data, which provides evidence reliability validity. Further, we PLS-SEM investigating religiosity, consumption, results show behavioural intention buy food mediated Halal-food subjective norms However, it did not mediate attitude well-being, perceived control, also found has significant direct positive with attitude, norms, control. findings have important implications for manufacturers marketers devising policy marketing campaigns attract very health-conscious customers.