Journal of Korea Trade

Korea Trade Research Association (한국무역학회)
권호 표지
DOI QR코드

DOI QR Code

Impact of Korea's Image on Attitudes, Norms, and Purchase Intentions of Halal Foods: A Comparison Between Indonesia and Malaysia

  • Yang, Jae-Jang (Graduate School of Business and Graduate School of eMA, Sejong University) ;
  • Kim, Dong-Hwan (Department of Arabic, Hankuk University of Foreign Studies) ;
  • Lee, Hee-Yul (Department of Retail & Logistics, Sejong Cyber University)
  • Received : 2020.10.12
  • Accepted : 2021.08.10
  • Published : 2021.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - Although Korean food export has been increasing, they will stagnate without markets. This study considers Korean halal food exports to Indonesia and Malaysia, which are two of the largest halal food markets. Given the context, this study aims to predict Indonesian and Malaysian consumers' purchase intention toward Korean halal food through their acceptance of and feeling toward Korea's image. Design/methodology - This study surveyed Indonesian and Malaysian consumers who purchased Korean halal food in the past year. The survey data were analyzed using the statistical package for the social sciences 21.0 and the analysis of moment structures 21.0. Findings - The analysis reveals that the feeling toward Korea's image and its food image significantly impacted attitudes and subjective norms, while the acceptance of Korea's image significantly impacted only subjective norms. Attitude showed no significant effect on purchase intention, whereas subjective norms exhibited a significant effect on purchase intention. The image feeling had a greater impact on attitudes in Indonesia than those in Malaysia, whereas image acceptance showed a greater influence on subjective norms in Malaysia than those in Indonesia. Originality/value - This study considers the difference between Indonesian and Malaysian consumers in relation to their acceptance of and feeling toward Korea's image and its halal food image. These findings on Korea's image can play a key role in establishing Korea's food export strategy and have strategic implications on Korean companies aiming to enter the halal food market or increase their market share.

Keywords

Acknowledgement

Prof. Dong-Hwan Kim was supported by Hankuk University of Foreign Studies Research Fund.

References

  1. Ab Talib, M. S., S. S. M. Sawari, A. B. A. Hamid and T. A. Chin (2016), "Emerging Halal Food Market: An Institutional Theory of Halal Certificate Implementation", Management Research Review, 39(9), 987-997. https://doi.org/10.1108/MRR-06-2015-0147
  2. Abd Rahman, A., E. Asrarhaghighi and S. Ab Rahman (2015), "Consumers and Halal Cosmetic Products: Knowledge, Religiosity, Attitude and Intention", Journal of Islamic Marketing, 6(1), 148-163. https://doi.org/10.1108/JIMA-09-2013-0068
  3. Adina, C., C. Gabriela and S. Roxana-Denisa (2015), "Country-of-Origin Effects on Perceived Brand Positioning", Procedia Economics and Finance", 23(1), 422-427. https://doi.org/10.1016/S2212-5671(15)00383-4
  4. Adnan, N., S. M. Nordin, I. Rahman and M. H. Amini (2017), "A Market Modeling Review Study on Predicting Malaysian Consumer Behavior Towards Widespread Adoption of PHEV/EV", Environmental Science and Pollution Research, 24(22), 17955-17975. https://doi.org/10.1007/s11356-017-9153-8
  5. Ahmad, A. N., U. F. U. Z. Abidin, M. Othman and R. A. Rahman (2018), "Overview of The Halal Food Control System in Malaysia", Food Control, 90, 352-363. https://doi.org/10.1016/j.foodcont.2018.02.035
  6. Ajzen, I. (1991), "The Theory of Planned Behavior", Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
  7. Alam, S. S. and N. M. Sayuti (2011), "Applying The Theory of Planned Behavior (TPB) in Halal Food Purchasing", International Journal of Commerce and Management, 21(1), 8-20. https://doi.org/10.1108/10569211111111676
  8. Andehn, M., F. Nordin and M. E. Nilsson (2016), "Facets of Country Image and Brand Equity: Revisiting The Role of Product Categories in Country-of-Origin Effect Research", Journal of Consumer Behaviour, 15(3), 225-238. https://doi.org/10.1002/cb.1550
  9. Asmelash, A. G. and S. Kumar (2019). "Assessing progress of tourism sustainability: Developing and Validating Sustainability Indicators", Tourism Management, 71, 67-83. https://doi.org/10.1016/j.tourman.2018.09.020
  10. Awan, H. M., A. N. Siddiquei and Z. Haider (2015), "Factors Affecting Halal Purchase Intention-Evidence From Pakistan'S Halal Food Sector", Management Research Review, 38(6), 640-660 https://doi.org/10.1108/MRR-01-2014-0022
  11. Aziz, Y. A. and N. V. Chok (2013), "The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach", Journal of International Food & Agribusiness Marketing, 25(1), 1-23. https://doi.org/10.1080/08974438.2013.723997
  12. Bai, L., M. Wang and S. Gong (2019), "Understanding The Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness", Sustainability, 11(11), 3045. https://doi.org/10.3390/su11113045
  13. Bashir, A. M., A. Bayat, S. O. Olutuase and Z. A. Abdul Latiff (2019), "Factors Affecting Consumers' Intention Towards Purchasing Halal Food in South Africa: A Structural Equation Modelling", Journal of Food Products Marketing, 25(1), 26-48. https://doi.org/10.1080/10454446.2018.1452813
  14. Berger, C. C., T. C. Dennehy, J. A. Bargh and E. Morsella (2016), "Nisbett and Wilson (1977) Revisited: The Little That We Can Know and Can Tell", Social Cognition, 34(3), 167-195. https://doi.org/10.1521/soco.2016.34.3.167
  15. Bjork, P. and H. Kauppinen-Raisanen (2017), "Interested in Eating and Drinking? How Food Affects Travel Satisfaction and the Overall Holiday Experience", Scandinavian Journal of Hospitality and Tourism, 17(1), 9-26. https://doi.org/10.1080/15022250.2016.1215871
  16. Buhrau, D. and T. C. Ozturk (2018), "Motivating Healthy Eating: The Role of Presentation Format and Health Consciousness", Food Quality and Preference, 64, 167-171. https://doi.org/10.1016/j.foodqual.2017.09.011
  17. Chang, S. H., W. H. Chih, D. K. Liou and Y. T. Yang (2016), "The Mediation of Cognitive Attitude for Online Shopping", Information Technology & People, 29(3), 618-646. https://doi.org/10.1108/ITP-08-2014-0172
  18. Choe, J. Y. J. and S. S. Kim (2018), "Effects of Tourists' Local Food Consumption Value on Attitude, Food Destination Image, and Behavioral Intention", International Journal of Hospitality Management, 71, 1-10. https://doi.org/10.1016/j.ijhm.2017.11.007
  19. Chu, P. Y., C. C. Chang, C. Y. Chen and T. Y. Wang (2010), "Countering Negative Country-of-Origin Effects", European Journal of Marketing, 44(7/8), 1055-1076. https://doi.org/10.1108/03090561011047526
  20. CIA (2021, Feb 06), "THE WORLD FACTBOOK", Available from https://www.cia.gov/the-worldfactbook/countries/indonesia/ (accessed February 06, 2021)
  21. CIA (2021, Feb 06), "THE WORLD FACTBOOK", Available from https://www.cia.gov/the-worldfactbook/countries/malaysia/ (accessed February 06, 2021)
  22. Costa, C., J. Carneiro and R. Goldszmidt (2016), "A Contingent Approach To Country-of-Origin Effects on Foreign Products Evaluation: interaction of Facets of Country Image With Product Classes", International Business Review, 25(5), 1066-1075. https://doi.org/10.1016/j.ibusrev.2016.01.003
  23. Das, G. (2014), "Linkages of Retailer Awareness, Retailer Association, Retailer Perceived Quality and Retailer Loyalty with Purchase Intention: A Study of Indian Food Retail Brands", Journal of Retailing and Consumer Services, 21(3), 284-292. https://doi.org/10.1016/j.jretconser.2014.02.005
  24. Dean, M., M. M. Raats and R. Shepherd (2008), "Moral Concerns and Consumer Choice of Fresh and Processed Organic Foods", Journal of Applied Social Psychology, 38(8), 2088-2107. https://doi.org/10.1111/j.1559-1816.2008.00382.x
  25. DinarStandard (2020), State of the Global Islamic Economy Report 2020/21. Available from https://afrief.org/wp-content/uploads/2020/12/HALAL-ECONOMY-REPORT-2-2020-21.pdf
  26. Ekinci, Y. and S. Hosany (2006), "Destination Personality: An Application of Brand Personality To Tourism Destinations", Journal of Travel Research, 45(2), 127-139. https://doi.org/10.1177/0047287506291603
  27. Faircloth, J. B., L. M. Capella and B. L. Alford (2001), "The Effect of Brand Attitude and Brand Image on Brand Equity", Journal of Marketing Theory and Practice, 9(3), 61-75. https://doi.org/10.1080/10696679.2001.11501897
  28. Farid, A. (2019), Hegemony of Mui Halal Labeling (Doctoral Dissertation, Uin Walisongo).
  29. Fishbein, M. and I. Ajzen (1977), "Belief, Attitude, Intention, and Behavior: An Introduction To Theory and Research", Journal of Business Venturing, 5, 177-189. https://doi.org/10.1016/0883-9026(90)90031-N
  30. Fishbein, M. and I. Ajzen (2005), "Theory-Based Behavior Change interventions: Comments on Hobbis and Sutton", Journal of Health Psychology, 10(1), 27-31. https://doi.org/10.1177/1359105305048552
  31. Frochot, I. (2003), "An Analysis of Regional Positioning and Its Associated Food Images in French Tourism Regional Brochures", Journal of Travel & Tourism Marketing, 14(3-4), 77-96. https://doi.org/10.1300/J073v14n03_05
  32. Grunert, K. G. (2005), "Food Quality and Safety: Consumer Perception and Demand", European Review of Agricultural Economics, 32(3), 369-391. https://doi.org/10.1093/eurrag/jbi011
  33. Han, H., A. Al-Ansi, H. G. Olya and W. Kim (2019), "Exploring Halal-Friendly Destination Attributes in South Korea: Perceptions and Behaviors of Muslim Travelers Toward A Non-Muslim Destination", Tourism Management, 71, 151-164. https://doi.org/10.1016/j.tourman.2018.10.010
  34. Hanzaee, K. H. and M. R. Ramezani (2011), "Intention to Halal Products in the World Markets", Interdisciplinary Journal of Research in Business 1(5), 1-7.
  35. Izberk-Bilgin, E. and C. C. Nakata (2016), "A New Look At Faith-Based Marketing: The Global Halal Market", Business Horizons, 59(3), 285-292. https://doi.org/10.1016/j.bushor.2016.01.005
  36. Karnowski, V., L. Leonhard and Kumpel, A. S. (2018). "Why Users Share The News: A Theory of Reasoned Action-Based Study on The Antecedents of News Sharing Behavior", Communication Research Reports, 35(2), 91-100. https://doi.org/10.1080/08824096.2017.1379984
  37. Kashif, M., A. Zarkada and T. Ramayah (2018), "The Impact of Attitude, Subjective Norms, and Perceived Behavioural Control on Managers' Intentions To Behave Ethically", Total Quality Management & Business Excellence, 29(5-6), 481-501. https://doi.org/10.1080/14783363.2016.1209970
  38. Keller, K. L. (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054
  39. Khan, A. and M. K. Azam (2016), "Factors influencing Halal Products Purchase Intention in India: Preliminary investigation", IUP Journal of Marketing Management, 15(1), 20-35.
  40. Kim, Y. G. and A. Eves (2012), "Construction and Validation of A Scale To Measure Tourist Motivation To Consume Local Food", Tourism Management, 33(6), 1458-1467. https://doi.org/10.1016/j.tourman.2012.01.015
  41. Kivela, J. and J. C. Crotts (2006), "Tourism and Gastronomy: Gastronomy's influence on How Tourists Experience a Destination", Journal of Hospitality & Tourism Research, 30(3), 354-377. https://doi.org/10.1177/1096348006286797
  42. Koubaa, Y. (2008), "Country of Origin, Brand Image Perception, and Brand Image Structure", Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155. https://doi.org/10.1108/13555850810864524
  43. Kwak, D. H., K. R. Ramamurthy and D. L. Nazareth (2019), "Beautiful is Good and Good is Reputable: Multiple-Attribute Charity Website Evaluation and initial Perceptions of Reputation Under The Halo Effect", Journal of the Association for Information Systems, 20(11), 3.
  44. Lada, S., G. H. Tanakinjal and H. Amin (2009), "Predicting Intention To Choose Halal Products Using Theory of Reasoned Action", International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76. https://doi.org/10.1108/17538390910946276
  45. Lai, I. K. (2015), "The Roles of Value, Satisfaction, and Commitment in The Effect of Service Quality on Customer Loyalty in Hong Kong-Style Tea Restaurants", Cornell Hospitality Quarterly, 56(1), 118-138. https://doi.org/10.1177/1938965514556149
  46. Lin, C. H., D. B. Morais, D. L. Kerstetter and J. S. Hou (2007), "Examining The Role of Cognitive and Affective Image in Predicting Choice Across Natural, Developed, and Theme-Park Destinations", Journal of Travel Research, 46(2), 183-194. https://doi.org/10.1177/0047287506304049
  47. Lin, Y. C., T. E. Pearson and L. A. Cai (2011), "Food As A Form of Destination Identity: A Tourism Destination Brand Perspective", Tourism and Hospitality Research, 11(1), 30-48. https://doi.org/10.1057/thr.2010.22
  48. Lindblom, A., T. Lindblom, M. J. Lehtonen and H. Wechtler (2018), "A Study on Country Images, Destination Beliefs, and Travel Intentions: A Structural Equation Model Approach", International Journal of Tourism Research, 20(1), 1-10.
  49. Lu, L., C. G. Chi and Y. Liu (2015), "Authenticity, involvement, and Image: Evaluating Tourist Experiences At Historic Districts", Tourism Management, 50, 85-96. https://doi.org/10.1016/j.tourman.2015.01.026
  50. Maher, A. A. and L. L. Carter (2011), "The Affective and Cognitive Components of Country Image", International Marketing Review, 28(6), 559-580. https://doi.org/10.1108/02651331111181411
  51. Minton, E. A., N. Spielmann, L. R. Kahle and C. H. Kim (2018), "The Subjective Norms of Sustainable Consumption: A Cross-Cultural Exploration", Journal of Business Research, 82, 400-408. https://doi.org/10.1016/j.jbusres.2016.12.031
  52. Mody, M., J. Day, S. Sydnor, X. Lehto and W. Jaffe (2017), "Integrating Country and Brand Images: Using The Product-Country Image Framework to Understand Travelers' Loyalty Towards Responsible Tourism Operators", Tourism Management Perspectives, 24, 139-150. https://doi.org/10.1016/j.tmp.2017.08.001
  53. Montano, D. E. and D. Kasprzyk (2015). "Theory of Reasoned Action, Theory of Planned Behavior, and The Integrated Behavioral Model", Health Behavior: Theory, Research, and Practice, 70(4), 67-96.
  54. O'Connor, E. L. and K. M. White (2010), "Willingness To Trial Functional Foods and Vitamin Supplements: The Role of Attitudes, Subjective Norms, and Dread of Risks", Food Quality and Preference, 21(1), 75-81. https://doi.org/10.1016/j.foodqual.2009.08.004
  55. Oni, A. A., Oni, S., Mbarika, V. and Ayo, C. K (2017), "Empirical Study of User Acceptance of Online Political Participation: Integrating Civic Voluntarism Model and Theory of Reasoned Action", Government Information Quarterly, 34(2), 317-328. https://doi.org/10.1016/j.giq.2017.02.003
  56. Palau-Saumell, R., S. Forgas-Coll, C. M. Amaya-Molinar and J. Sanchez-Garcia (2016), "Examining How Country Image Influences Destination Image in A Behavioral Intentions Model: The Cases of Lloret De Mar (Spain) and Cancun (Mexico)", Journal of Travel & Tourism Marketing, 33(7), 949-965. https://doi.org/10.1080/10548408.2015.1075456
  57. Pavlou, P. A. and L. Chai (2002), "What Drives Electronic Commerce Across Cultures? Across-Cultural Empirical investigation of The Theory of Planned Behavior", Journal of Electron Commerce Research, 3(4), 240-253.
  58. Pike, S. and C. Ryan (2004), "Destination Positioning Analysis Through A Comparison of Cognitive, Affective, and Conative Perceptions", Journal of Travel Research, 42(4), 333-342. https://doi.org/10.1177/0047287504263029
  59. Renko, S., A. Pestek and M. Cinjarevic (2014), "Tourist Perceived Image of Local Cuisine: The Case of Bosnian Food Culture", British Food Journal, 116(11), 1821-1838. https://doi.org/10.1108/BFJ-01-2014-0046
  60. Sayogo, D. S. (2018), "Online Traceability for Halal Product information: Perceptions of Muslim Consumers in Indonesia", Journal of Islamic Marketing, 9(1), 99-116. https://doi.org/10.1108/JIMA-07-2016-0057
  61. Scalco, A., S. Noventa, R. Sartori and A. Ceschi (2017), "Predicting Organic Food Consumption: A Meta-Analytic Structural Equation Model Based on The Theory of Planned Behavior", Appetite, 112, 235-248. https://doi.org/10.1016/j.appet.2017.02.007
  62. Seo, S. and N. Yun (2015), "Multi-Dimensional Scale To Measure Destination Food Image: Case of Korean Food", British Food Journal, 117(12), 2914-2929. https://doi.org/10.1108/BFJ-03-2015-0114
  63. Seo, S., N. Yun and O. Y. Kim (2017), "Destination Food Image and Intention To Eat Destination Foods: A View From Korea", Current Issues in Tourism, 20(2), 135-156. https://doi.org/10.1080/13683500.2014.934210
  64. Shin, Y. H. and M. Hancer (2016), "The Role of Attitude, Subjective Norm, Perceived Behavioral Control, and Moral Norm in The Intention To Purchase Local Food Products", Journal of Foodservice Business Research, 19(4), 338-351. https://doi.org/10.1080/15378020.2016.1181506
  65. Tabassi, S., P. Esmaeilzadeh, and M. Sambasivan (2012), "The Role of Animosity, Religiosity and Ethnocentrism on Consumer Purchase Intention: A Study in Malaysia Toward European Brands", African Journal of Business Management, 6(23), 6890-6902.
  66. Teo, T. and C. B. Lee (2010), "Explaining The Intention To Use Technology Among Student Teachers", Campus-Wide Information Systems, 27(2), 60-67. https://doi.org/10.1108/10650741011033035
  67. Thogersen, J., S. Pedersen, M., Paternoga, E. Schwendel and J. Aschemann-Witzel (2017), "How Important is Country-of-Origin for Organic Food Consumers? A Review of The Literature and Suggestions for Future Research", British Food Journal. 119(3), 42-557.
  68. Thogersen, K., H. Andersen Sveinsson, J. Scheibert, F. Renard and A. Malthe-Sorenssen (2019), "The Moment Duration Scaling Relation for Slow Rupture Arises from Transient Rupture Speeds", Geophysical Research Letters, 46(22), 12805-12814. https://doi.org/10.1029/2019gl084436
  69. Tjoe, F. Z. and K. T. Kim (2016), "The Effect of Korean Wave on Consumer'S Purchase Intention of Korean Cosmetic Products in Indonesia", The Journal of Distribution Science, 14(9), 65-72. https://doi.org/10.15722/JDS.14.9.201609.65
  70. Triandis, H. C. (1989), "The Self and Social Behavior in Differing Cultural Contexts", Psychological Review, 96(3), 506-520. https://doi.org/10.1037/0033-295X.96.3.506
  71. Vahdati, H., N. Mousavi and Z. M. Tajik (2015). "The study of consumer perception on corporate social responsibility towards consumers attitude and purchase behavior", Asian Economic and Financial Review, 5(5), 831-845. https://doi.org/10.18488/journal.aefr/2015.5.5/102.5.831.845
  72. Vijaranakorn, K. and R. Shannon (2017), "The influence of Country Image on Luxury Value Perception and Purchase Intention", Journal of Asia Business Studies, 11(1), 88-110. https://doi.org/10.1108/JABS-08-2015-0142
  73. Watson, J. J. and K. Wright (2000), "Consumer Ethnocentrism and Attitudes Toward Domestic and Foreign Products", European Journal of Marketing, 34(9/10), 1149-1166. https://doi.org/10.1108/03090560010342520
  74. Xin, L. and S. S. Seo (2019), "The Role of Consumer Ethnocentrism, Country Image, and Subjective Knowledge in Predicting Intention to Purchase Imported Functional Foods", British Food Journal, 122(2), 448-464. https://doi.org/10.1108/bfj-05-2019-0326
  75. Yeh, C. H., C. I. Chen and P. J. Sher (2010), "Investigation on Perceived Country Image of Imported Food", Food Quality and Preference, 21(7), 849-856. https://doi.org/10.1016/j.foodqual.2010.05.005
  76. Yun, E. K., H. Y. Lee and D. H. Kim (2020), "Is Halal Certification Necessary for Exporting to Islamic Countries?: Focus on OIC Countries", Cultura International Journal of Philosophy of Culture and Axiology, 17(1), 173-192. https://doi.org/10.3726/CUL012020.0011
  77. Zarantonello, L. and B. H. Schmitt (2013), "The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude", International Journal of Advertising, 32(2), 255-280. https://doi.org/10.2501/IJA-32-2-255-280