Investigation of the effect of consumer awareness on halal food consumption and purchase intention

Consumers generally attempt to make purchasing behaviour by acting according to their wishes, needs and religious beliefs, especially their level of consciousness, in order to ensure healthy consumption and maximum benefit.. In this context, the concept of halal food comes to the fore especially for Muslim consumers. Since the concept of halal food is a concept related to the level of consumer awareness, it reveals the sensitivity of consumers in the choice of goods and services. Due to the sensitivity in the topic, consumers are curious about how the products produced in line with the constantly developing industry and technology are produced. Businesses are trying to obtain halal food certification in order to satisfy the curiosity of consumers and to offer goods and services that consumers can buy with peace of mind. According to the explanations stated, the study aims to determine the effect of consumer awareness level on halal food consumption and purchase intention. In this regard, to determine the effect of consumer awareness level on halal food consumption and purchase intention was formed as the aim of the study. For this purpose, the questionnaires were administered to 433 people who live in Batman. For the analyses, the data were recorded in the data logs of the statistical analysis programme. Statistical analyses such as reliability, factor, t-test, one-way variance (anova), regression and correlation analyses were applied. Based on the analyses, it was determined that there is a positive relationship between the level of consumer awareness and halal food consumption and purchase intention. Furthermore, it was determined that the level of consumer awareness has a positive and significant effect on halal food consumption and purchase intention. Besides, it has been revealed that consumers who have high monthly income levels and education levels are more sensitive and meticulous about purchasing, but they do not have any sensitivity about halal food consumption. Within the framework of the results achieved in the study, various suggestions have been presented for the development of the research subject, increasing the level of awareness of consumers, protecting consumers and increasing the production and consumption of halal food products.