Grace F. Empalmado1 , Joel F. Campeciño1, Anna Joy Hasim1, Ruthcell A. Tan 1 , Goldamier F. Empalmado 1
1College of Hospitality Management, Mindanao State University -Buug, Zamboanga Sibugay
Email: grace.empalmado@msubuug,edu.ph,joelflorendocampecino@gmail.com,ruthcell.tan@msubuug.edu.ph,annajoyhasim@gmail.com,goldaempalmado@gmail.com
ABSTRACT
This research examined the perceived purchase intentions and behavior of non-Muslim consumers towards Halal foods in Pagadian City, in terms of socio-economic profile, purchase intentions, and behavioral elements. The researchers utilized a quantitative research design for the study. Ninety (90) respondents were identified to answer the self-made questionnaire checklist, which was conducted in Pagadian City. Percentage, weighted mean, and chi-square were used to treat the data. Findings revealed that the majority were female (64.4%), aged 18–25 (53.3%), single (67.8%), college level (76.7%), students (43.3%), with an approximate monthly income of ₱11,000–15,000 (50%), and were Roman Catholic (57.78%), who had significantly purchased Halal foods. The data showed that the level of purchase intention was generally interpreted as High, indicating that the majority of non-Muslim customers patronized Halal foods for a variety of reasons, with their purchasing choices significantly shaped by food quality, ambiance/environment, and intention to purchase. Additionally, the level of behavior of the non-Muslim consumers was overall interpreted as Positive in connection to their attitude, perceived behavioral control, repurchase intention, and subjective norms in consuming Halal foods carefully and thoughtfully. Furthermore, the relationships of socio-economic profile to the level of purchase intention and behavior of non-Muslim consumers, as tested using the Chi-square (Likelihood Ratio value, degrees of freedom, and p-value), implied not to reject the null hypothesis at the level of significance. Therefore, it can be concluded from the results that there was no significant relationship. The study recommended that Halal restaurants be encouraged to enhance advertisements aimed at their male non-Muslim consumers, highlighting Halal foods as a nutritious diet suitable for all lifestyles, promoting market stability amid rivalry, establishing a strong impression to retain returning customers, and maximizing the expanding Halal food market in the region.
Keywords: Halal Food, Purchase Intention, Behavior, Non-Muslim Consumers, Pagadian City