Consumer decisions toward halal purchase before and during COVID-19 pandemic: a grey relational analysis approach

ABSTRACT

Purpose: The main objective of this research is to investigate the factors that influence consumer purchase decisions for halal products before and during the COVID-19 pandemic, based on the Engel-Kollat-Blackwell (EKB) theory. Design/methodology/approach: The research was conducted as a survey. The influencing factors were determined based on the grey relational analysis (GRA) approach. Findings: The findings indicate before the COVID-19 pandemic, consumers mainly purchased halal products based on four key factors purchasing experience, certification label, Internet searches and past consumption experience. However, during the pandemic, the ranking and factors have changed to six indicators, which are past consumption experience, purchasing experience, certification labels, standardized specifications, Internet searches and halal certification labels. Research limitations/implications The study was limited by the sample size and geographical area. Nevertheless, the findings could be further explored by expanding related theories toward understand human decisions based on spiritual beliefs. Practical implications The findings of this study have important implications for research, practice and society. Understanding the factors influencing halal purchase decisions before and during the pandemic can help businesses, policymakers and halal certification bodies to better cater to consumers' needs and preferences and ensure the continued growth and development of the halal industry. Originality/value This study evaluates halal purchasing decisions between periods of certainty and uncertainty by using the GRA. Changes in halal consumption and purchase decisions in response to COVID-19 pandemic have become an emerging topic of discovery. The study addresses the gap in the literature regarding changes in consumer decision pattern. © 2023, Emerald Publishing Limited.