Halal foods: Examining the Factors affecting the consumers intention to purchase in Europe

Muslim and non-Muslim consumers demand for halal market in Europe as well as other parts of the world، is growing strongly. Therefore، in this study، Halal products were selected as one of the types Halal foods and the factors affecting purchase intention of Halal products (Brand trust، brand equity and attitudes towards Halal Certification) that were derived from the theoretical foundations and previous studies، were evaluated. Statistical population were Halal foods consumers who had bought these products from three reputable stores (Tesco، Carrefour، Aldi) in Germany، England and France. To evaluate the hypothesis of the study، 391 paper and electronic questionnaires were analyzed. Results indicated brand equity and brand trust have a significant positive effect on purchase intention of these products، But attitudes towards Halal Certification doesn’t have a significant positive effect on purchase intention of these products. Also، the effect of each factor was assessed on each other independently، Results indicated brand trust and attitudes towards Halal Certification have a significant positive effect on brand equity. Also، attitudes towards Halal Certification has a significant positive effect on brand trust.