Anxieties associated with the coronavirus disease (COVID-19) outbreak has kept people from attending different events and procuring food from unsafe sources Although there is no evidence to support the transmission of COVID-19 by food, it is interesting to explore how people select food items and whether their consumption choices are influenced by ethical standards Based on empirical evidence, this study provides new insights into the consumer behavior and purchase intention for halal food products in a developing country context This study adopted Ajzen’s theory of planned behavior (TPB) to study the factors influencing the overall consumer buying behavior toward halal food products The study used a questionnaire survey to collect data from 267 consumers across 10 provinces of southern Thailand Using descriptive statistics and correlation and regression analyzes, it analyzed the data to determine the influencing factors The result indicates that, among all the factors, consumers’ habits and knowledge of halal food significantly influence consumer behavior and purchase intention The findings of this study suggest that an understanding of purchase intention toward halal food can influence consumer behavior in relation to sustainable consumption
Factors influencing Muslim and non-Muslim consumers’ consumption behavior: A case study on halal food