Measuring the factors affecting consumers' intention to purchase halal pharmaceuticals

There are many factors that shape consumers' purchasing intentions. Among these factors, cultural values, economic conditions, and social factors, as well as religious beliefs and values, play an important role. The concept of halal has become a decisive factor for Muslim consumers not only in food products but also in many areas such as cosmetics, textiles, cleaning, logistics, finance, tourism, pharmaceuticals, and health products. The aim of this study is to identify the factors that influence consumers' intentions to purchase halal medicines and, in this context, to examine the effects of religiosity, health awareness, knowledge of halal medicines, and understanding of halal medicines on purchase intention. A quantitative method was used in the research, and data were collected through a survey administered to 251 participants with different demographic characteristics across Turkey. Five-point Likert-type scales were used in the questionnaire, and the data obtained were analyzed using the SPSS program. The results of the analysis revealed that the variables of religiosity, knowledge of halal medicines, and understanding of halal medicines had a significant and positive effect on the intention to purchase halal medicines. In contrast, it was determined that health awareness had no direct significant effect on the intention to purchase. Furthermore, it was concluded that the demographic characteristics of the participants, such as age, gender, education, and income, did not create a statistically significant difference in purchase intention.The findings reveal that religious sensitivities, health awareness, and knowledge level should be taken into account in the development of marketing and awareness strategies in the pharmaceutical industry.