Consumers' purchase intention of halal brand products in Bosnia and Herzegovina: extension version of the theory of planned behaviour

This study aims to examine the factors related to the planned behavior theory which explaining the purchase intention and actual purchase behavior of the halal-branded products in Bosnia and Herzegovina. A quantitative method is used, and cross-sectional data are collected through a self￾administered questionnaire survey. A non-probability convenience sampling technique is employed with 385 respondents and the structural equation model (SEM) is used to analyze the data. It is found that the attitudes, trust, habit, product ingredient, religiosity, perceived behavioural control are positively significant with purchase intention of halal branded products. Meanwhile, the religiosity and perceived behavioural control both are positively significant with actual purchase of halal branded products, and finally the purchase intention has a positive relationship with actual purchase of halal branded products. However, the subjective norm has insignificant relationship towards purchase intention. A comprehensive study on halal branded products is importantly needed to inform and explain to all stakeholders of its potentials where in this study the newly revealed factors are examined that related to the Theory of Planned Behavior.