Exploring the theory of planned behaviour (TPB) in relation to a halal food scandal: The Malaysia Cadbury chocolate case
The aim of this paper is to revisit the theory of planned behaviour (TPB) in relation to the halal food market, specifically in the context of the Cadbury scandal. The present survey (with 132 respondents) replicates the original study of TPB in the context of halal food, done before the scandal, and the results are compared. We rationalize the differences, and assess the impact of the halal scandal on consumer purchasing behaviour. In doing so, we validate the impact of a food scandal in terms of the purchasing intentions of halal customers under a new (postscandal) condition of uncertainty. The results provide in-depth insights into halal purchasing behaviour and are intended to be used: (a) to increase the understanding of the impact of a food scandal on purchasing behaviour, (b) to clarify whether a food scandal has a real effect on customers, and (c) to ascertain whether the determinants of purchasing intention are similar before and after a food scandal.