Determinants of Halal Food Adoption in Bangladesh: An Extended Theory of Planned Behavior Model with Religiosity as a Mediating Variable

Abstract

Halal food consumption in Bangladesh has experienced steady growth, driven by religious commitment, increasing health consciousness, ethical considerations, and growing concerns regarding food safety and adulteration. Despite being a Muslim-majority country, empirical research on halal food adoption remains limited and fragmented. This study examines the determinants of consumers’ adoption of halal food in Bangladesh using the Theory of Planned Behavior (TPB), extended to include religiosity as a mediating variable. A quantitative research design was employed using a structured questionnaire, with data collected from 598 Muslim consumers of packaged food products through non-probability convenience and mall-intercept sampling in Dhaka city. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct and mediating relationships. The results reveal that attitude, subjective norms, perceived behavioral control, and religiosity significantly influence halal food adoption, while TPB constructs also interact through mediating effects. The study extends TPB within a religious and cultural context and provides empirical evidence from Bangladesh. The findings offer valuable implications for policymakers, halal certification authorities, and food marketers seeking to strengthen halal assurance systems, enhance consumer trust, and promote food safety and integrity in Bangladesh.