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Abstract


A RESEARCH ON FACTORS AFFECTING CONSUMERS' INTENTION TO PURCHASE HALAL PRODUCTS
Halal product is a product that is allowed – not forbidden- in a religious sense. Although the halal phenomenon is generally assessed in the context of food products, it represents more than food products. In this research, it is aimed to examine the relationship between consumers' attitudes towards halal products, subjective norm and health consciousness and their intentions to buy halal products. The population of the research is made up of consumers in Çanakkale. The hypotheses revealed were tested with data collected with structured questionnaire. Descriptive statistics, reliability analysis, factor analysis and linear regression analysis were used in the study. As a result of the analysis, a significant and positive relationship was found between consumers' attitudes towards halal products, subjective norm and intention to purchase halal products.

Keywords
Halal Product, Consumer Behavior, Intention to Purchase Halal Products


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