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What is Halal Food Awareness and Purchase Decisions about?

This study examines the effect of halal foods awareness on purchase decisions, with religiosity as a moderating variable. It analyzes data from 121 students at higher education institutions in Brunei Darussalam. The study found that (1) awareness of halal foods was high among respondents, (2) higher awareness had a positive and significant impact on halal purchase decisions, and (3) religiosity acted as a moderating variable, strengthening the relationship between awareness and purchase decisions. The study

Author

Megy Awan

Language

EN