Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers

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Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.

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    • Table 1. Reliability and validity of the study variables
    • Table 2. Sources of study variables
    • Table 3. Statistical representation of the sample
    • Table 4. Correlation matrix
    • Table 5. R-squared value
    • Table 6. Regression coefficient
    • Table 7. t-test (Independent samples) on gender
    • Conceptualization
      K. M. Anwarul Islam, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Data curation
      K. M. Anwarul Islam
    • Formal Analysis
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Investigation
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Methodology
      K. M. Anwarul Islam, Fandi Omeish, Abul Bashar Bhuiyan
    • Project administration
      K. M. Anwarul Islam, Abul Bashar Bhuiyan
    • Resources
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Software
      K. M. Anwarul Islam, Abul Bashar Bhuiyan
    • Supervision
      K. M. Anwarul Islam, Abul Bashar Bhuiyan
    • Validation
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Visualization
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Writing – original draft
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Writing – review & editing
      K. M. Anwarul Islam, A. M. Shahabuddin, Fandi Omeish, Abul Bashar Bhuiyan, Serajul Islam
    • Funding acquisition
      A. M. Shahabuddin, Fandi Omeish, Serajul Islam