THE INFLUENCING FACTORS OF CONSUMER INTENTION TO USE HALAL PACKAGING

Abstract

The purpose of this study is to review the factors influencing consumers' intention to use halal packaging. These factors include awareness, knowledge, attitude, subjective norms, perceived behavioral control, and concerns about food safety. The theoretical frameworks supporting this study are adapted from the Theory of Planned Behavior and Cognitive Affective Behavior Theory. The expected outcome is a positive and significant relationship between consumers' awareness and knowledge of halal packaging toward consumer attitude. Additionally, there is anticipated to be a strong correlation between attitude, subjective norms, perceived behavioral control, and food safety concerns with consumers' intentions to use halal packaging. The findings of this study aim to assist businesses and policymakers in developing marketing programs that highlight the benefits and unique aspects of halal packaging.