Abstract
Purpose
Within the religious context, purchase and consumption decisions of halal food is different significantly. The purpose of this study is to emphasize the investigation of causation of halal food consumption (HFC) within China. Being a Muslim, the importance of habit, religious self-identity, moral attitude and individualism to the consumption of halal food in the host-culture is examined.
Design/methodology/approach
A questionnaire survey was placed and cross-sectional data consisted of 199 Muslim participants were collected, primarily from Beijing current capital of China. Data were examined by SPSS and PLS-3 to assess the model and moderating effects of individualism on HFC.
Findings
The results of the research show that moral attitude, habit and religious self-identity in the presence of individualism as a moderator have a significant and positive attitude toward HFC.
Practical implications
The halal food industry can communicate the Muslim community through tag (Halal), which may help Muslims with different individualism and inspire them to make their choices.
Originality/value
The research can be valued by the strategy makers of the food company, as well as the food industry that might pursue individualism in the communication and supply process while targeting the halal food sector in China and worldwide.