Abstract:
In general, Muslim consumers are found to be emotionally sensitive towards any information regarding the halal status of a product due to the nature of religion-based consumption, thus highlighting the significance of perceptions and reactions based on the situational changes. Therefore, it is possible that the concept of power as a temporary psychological state and religiosity as a stable belief could be controlled to induce consumer trust and purchase intention. The role of emotions in halal consumption has also been established but not as far to identifying the different, distinct positive emotions that could lead to specific effects on consumer judgements. This thesis contributes to the literature by providing evidence that power and religiosity will have a positive effect of consumer trust and purchase intention, but this is subjected to the extent of power and religiosity of an individual. Additionally, the role of distinct positive emotions relevant to halal consumption is examined of its contribution towards further enhancing consumer trust and purchase intention as outcomes. Experimental methods were observed across two studies in this thesis. The first study employed a single factor two-level between subjects design and proved the findings from previous researches that the presence of halal certification improves consumer trust and ultimately purchase intention. The second study is an extension on the first and introduced power, religiosity and three distinct positive emotions (group-pride, relief, interest) as variables, employing a 2 x 2 x 2 between subjects design. The outcome concludes that the effects of halal certification is no longer substantial with the presence of high levels of power and religiosity. Based on this, the three positive emotions tested for positive effects on consumer trust and purchase intention found interest is the most relevant. Meaning, when the levels of power and religiosity is high, the feelings of interest is evoked and increased consumer trust and intention to purchase. This research enhances the understanding on halal certification by establishing the role positive emotions on consumer trust and purchase intention, also power and religiosity as underlying individual differences as moderators that can be manipulated. By acknowledging how specific positive emotions relevant to halal certification can be used to assist marketers in developing effective marketing communications to promote halal certified products.