What factors determine the purchase intention of Halal products by Porto-Muslim consumers

  • Nasir Ahmad (Student)

Student thesis: Master's Thesis


Purpose – Firstly, it aims to understand the attributes of the Muslim consumer that drive the purchase intention of Halal products in Porto, Portugal. Secondly, it intends to identify the main drawbacks faced by the Muslim community living in Porto in obtaining Halal products, which would be the basis for the development of a business case that allows us to better analyse the current situation in this business sector. Design/methodology/approach – Quantitative research has been carried out to understand the problems and the opportunities of the Muslim Community living in Porto and to analyse the drivers that motivate them to buy Halal Products. The research applied the theory of planning behaviour as a theoretical framework. We used multiple regression analysis to identify the factors affecting the Halal food purchasing behaviour of the Muslim Community living in Porto. We have also developed a business case and a survey conducted within the Muslim community living in Porto. Data has been collected through self-administered questionnaires. Findings – The results of the multiple regression analysis indicate that the subjective norm has a positive and significant influence on the intention to purchase halal food among Muslims living in the city of Porto. Furthermore, there is evidence of a lack of adequate supply of Halal certified products in Porto. Originality/value – There are not many studies about Halal products carried out in Portugal, the subject is still a novelty and this may be due to the fact that there is no large Muslim community living in Portugal. Besides that, most of the studies on consumer’s purchase intention are aimed at solely identifying motivational factors of purchase and/or obstacles. This one, however, aims at additionally proposing a business case to be followed by any merchant that is planning to serve this market, which we developed in the firm belief that may promote the actual behaviour of buying.
Date of Award8 Jul 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor) & Paulo Alexandre de Oliveira Duarte (Co-Supervisor)


  • Purchase intention
  • Halal product
  • Halal market
  • Muslim community
  • Muslim consumer


  • Mestrado em Marketing

Cite this