Journal of Islamic Marketing

Examining retailers’ behaviour in managing critical points in Halal meat handling: a PLS
analysis
Milad Kalantari Shahijan Sajad Rezaei Christopher Nigel Preece Wan Khairuzzaman Wan Ismail
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Journal of Islamic Marketing, Vol. 5 Iss 3 pp. 446 - 472
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JIMA
5,3
446
Received 15 October 2013
Revised 22 April 2014
Accepted 26 April 2014
Downloaded by KAROLINSKA INSTITUTET At 01:25 15 April 2015 (PT)
Journal of Islamic Marketing
Vol. 5 No. 3, 2014
pp. 446-472
© Emerald Group Publishing Limited
1759-0833
DOI 10.1108/JIMA-10-2013-0070
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1759-0833.htm
Examining retailers’ behaviour
in managing critical points in
Halal meat handling:
a PLS analysis
Milad Kalantari Shahijan
UTM Razak School of Engineering and Advanced Technology,
Universiti Teknologi Malaysia (UTM), Kuala Lumpur, Malaysia
Sajad Rezaei
International Business School (IBS),
Universiti Teknologi Malaysia (UTM), Kuala Lumpur, Malaysia
Christopher Nigel Preece
UTM Razak School of Engineering and Advanced Technology,
Universiti Teknologi Malaysia (UTM), Kuala Lumpur, Malaysia, and
Wan Khairuzzaman Wan Ismail
College of Business Administration, Jazan University, Jazan, Saudi Arabia
Abstract
Purpose – This research aims to examine the casual relationship between normative belief (NB),
subjective norms (SN), retailer’s behavioural belief (RBB), retailer’s attitude (RATT), retailer’s
behaviour intention (RBI), retailer’s actual behaviour (RAB) and retail performance (RetailP). Managing
Halal meat becomes an issue for retailers due to consumers’ concerns for their religious belief.
Design/methodology/approach – A total of 230 questionnaires were distributed among Malaysian
meat retailers of which 178 useful questionnaires were collected to empirically test the proposed seven
critical points in Halal meat handling. Partial least squares, a structural equation modelling approach
was used to examine simultaneously the structural components of both the measurement and causal
model for reflective and formative constructs.
Findings – RBI and RAB are positively related to NB, SN, RBB and RATT in which motivate retailers
for high RetailP and critical points in Halal meat handling. The empirical assessment supports the
proposed hypotheses and supports RetailP as a formative construct measured by sales revenue, market
share and customer satisfaction.
Research limitations/implications – Empirically it was found that theory of reasoned actions
(TRA) can be used to predict RetailP in addition to RAB. This study has significant policy implications
alongside research implications despite some limitations.
Practical implications – The current literature and stated policies are focussing solely on
consumers to understand the issues in Halal market which may not reach the strategic standpoint for
firms and the state in general. The Malaysian Government should appreciate the importance of the
Halal business markets in which NB, SN, RBB and RATT are influenced by certain elements discussed
in this study.
Originality/value – This study is among the first few attempts towards “Islamic Retailing”. Prior
literature applied TRA in a customer market verses this study examine the attitude and behaviour of
 businesses market (retailers) in Malaysia. This study explores retailers’ behaviour towards Halal value Examining
chain by integrating TRA and critical points in Halal meat handling.
Keywords Halal market, Islamic markets, The Muslim consumer, Islamic retail
retailers’
Paper type Research paper behaviour

1. Introduction 447
Islamic marketing is a new phenomena (Wilson et al., 2013) and remains unexploited by
academic researchers (Salman and Siddiqui, 2011; Hamed and El-Bassiouny, 2013;
Wilson, 2012). One of the factors that influence purchase decision is religious belief and
identity, as different religious groups prohibit certain foods to be consumed by the
devotees (Talib and Johan, 2012; Feiz et al., 2013). Halal is defined as permitted,
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permissible and lawful, and the opposite of Halal is Haram (non-Halal) which means
forbidden and unlawful, in the context of Islamic law (Talib and Johan, 2012). Halal food
products have recently dominated the world market as standards for safety and best
quality and this is evidenced by the proliferation of Halal-certified products found on
most shelves of both Muslim and non-Muslim countries (Mutsikiwa and Basera, 2012).
Studies regarding people’s decision in buying Halal food are crucial given the size of the
Halal food industry and also due to the religious connotations of the subject matter.
Muslim consumers nowadays are faced with a broad selection of products and
services (Hassan, 2011). For Muslim, the concept of Halal is an absolute key to
consumption. There is a need to distinct Halal from Haram, and these contain names
such as: chicken ham, Halal beef bacon and alcohol-free beer which can mislead and
cause confusions among Muslims and to the Muslim community. Muslim consumers are
intensively demanding for Halal products, especially meat. To know and understanding
what is Halal, it is a principal to every single Muslim’s belief, then we should consider all
the information that is known by necessity (Wilson and Liu, 2010). Thus, Halal meat is
accepted as having gone through the Islamic slaughtering rules and procedures. Meats
can become Halal and lawful depending on several conditions: first, the animal must
come from an acceptable species and it must have been raised in a natural way. Second,
the animal must not die before the time of slaughtering; it must die of bleeding rather
than stunning. Third, a Muslim who wants to cut the animal’s neck must be an adult and
sane; he has to slit the frontal portion of the neck with an ultra-sharp knife while uttering
the name of Allah and that the action of slaughtering must be facing Mecca.
In this study we deal with retailers’ Halal meat handling behaviour. Many of the
existing studies that have examined the food retail environment of youth have focussed
on food retailers in proximity to the young persons’ homes (Héroux et al., 2012). The
topic of assessing the retailers’ willingness to follow the requirements of Halal is
interesting at least from two perspectives. Muslim consumers form a large market in
several countries, and it is interesting to find the attitudes and behaviour of food
retailers in meeting the special requirements of this market segment. In the context of
Malaysia, the Muslim consumers look for the authentic Halal certification issued by
Malaysia’s Department of Islamic Development (JAKIM). This certification granted
companies the use of the Halal logo for printing on their products’ packaging or for
display at a company’s premises (Hassan, 2011). So, this study investigates the attitudes
and behavioural intentions of retailers towards the concern of Halalness in Malaysia by
integrating Theory of Planned Behaviour (TPB) constructs and Theory of Reasoned
 JIMA Action (TRA). Guo et al. (2007) integrates TRA and TPB predict adolescent smoking in
China. Specifically, the aim of this study was to determine the relationship between
5,3 retailer’s beliefs, intentions and practices in managing critical points of Halal
compliance for Halal meat. The paper is organized as follows. The first section discusses
a practical framework in managing Halal meat handling with a brief background. Next,
the literature is discussed to justify theoretical research framework. Subsequently, the
448 research methods and statistical approaches are presented. Finally, the findings are
discussed along with research contribution, limitation and implications.

1.2 Critical points in Halal meat handling

Due to specific credence quality attributes of Halal food, the supply chain management
become an issue for retailers (Tieman et al., 2012). In Malaysia, the food industries are
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regarded as playing a vital role in the overall national economic development, as they
constitute significantly in terms of income distribution and employment generation
(Rahman et al., 2011). We propose that the critical points in Halal meat handling consist
of seven stages (See Figure 1) which are as follows. First, ordering stage: retailers order
the Halal meat by “separate trucks” and they would ensure that the Halal meat does not
come into contact with non-Halal meat. Second, “received the supply at the retail” or
checking the supply. In this stage the retailers receive the Halal meat and ensure that the
supply has entitled the requirements according to the Islamic rule and regulation such
as Islamic slaughter checking. Halal meat that obtains approval from department of
veterinary of Malaysia and also has the Halal certification from (JAKIM) which is known
as the Malaysia Department of Islamic Development could be a criterion in this stage.
Third, internal transport of the supply to storage: retailers transfer the Halal meat by
separate trucks to their store. This stage includes the whole process of transportation of
supply when the supply is in the hand of retail. Fourth, internal storage stage: retailers
store the Halal meat by using equipment that is free from contamination. In this stage,
the retailer should ensure that the supply is stored properly based on standard
equipment, and the facilities are well designed to keep the meat. Fifth, display for sale
stage: retailers display the Halal meat separately from non-Halal supplies. Sixth, the
customer carrying product by trolley stage: retailers will provide separate trolley for

Figure 1.
Stages of critical points in
halal meat handling
 Halal meat. The final stage is cash counter stage: at this stage, retailers will provide Examining
separate counter for Halal meat. In this stage, it is necessary to provide separate
cashiers. Even though Halal products appear similar to other types of food, the way they
retailers’
are prepared, handled and processed from the origin right up to the retailer’s shop must behaviour
be done in accordance to Islamic requirements.

2. Theoretical background and literature review 449

The influence of religious beliefs on individual and social behaviour is well documented
(Feiz et al., 2013). Halal market is more than just food products; other Islamic
classifications include Halal cleansing agents, Halal shampoo, Halal chocolate and
notwithstanding Islamic Hip-Hop (Wilson and Liu, 2010). The elements of religious
sensitivity are the boycotting of Western products and Halal credence issues, which
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refer to an attempt by one or more parties to achieve certain objectives by urging

individual consumers to refrain from making selected purchases (Mohamed and Daud,
2012). The result of the study showed that the TRA (Ajzen, 1985; Ajzen and Fishbein,
1977) is a valid model that can be used to predict intention to choose Halal products. It
was also shown that retailer’s attitude (RATT) and subjective norms (SN) are predictors
of intention, with SN being the more influential. The Halal meat chain is adapting to
newly emerging consumer requirement such as looking after the animals’ welfare and
making it easy for food preparation and consumption. Many large retailers have begun
to sell Halal meat in their stores such as Tesco (Wilson and Liu, 2010).

2.1 TRA and TPB

Prior literature applied the TRA in a customer market. The theory posits that behaviour
results from the formation of intention to behave and attempts to predict intentions to
act instead of predicting behaviour itself (Kim et al., 2011) provide a basis for analyzing
the behaviour (Wu, 2003). Individuals’ attitudes towards a certain behaviour and norms
representing their perception of other people’s view of such behaviour will determine
their behavioural intentions, which may further lead to performance of the behaviour
(Guo et al., 2007). Attempts made before this have not been successful mainly due to the
poor knowledge of Halal food consumption (Bonne et al., 2007). TRA affirms
the intention to carry out a behaviour determines the actual behaviour and, in turn, the
intention to carry out a behaviour is governed by attitude and subjective norm
concerning the behaviour in question (Wu and Chang, 2006). TPB (Ajzen, 1991) includes
two other factors to the TRA, namely, actual control and perceived behavioural control.
Actual control refers to the amount of requisite opportunities and resources that one
possesses to be able to perform the behaviour. The theory regards a consumer’s
behaviour as determined by the consumer’s behavioural intention, where behavioural
intention is a function of attitude towards the behaviour (i.e. the general feeling of
favourableness or unfavourableness for that behaviour) and “SN” (i.e. the perceived
opinion of other people in relation to the behaviour in question) (Hansen et al., 2004).
TPB is distinguished as an extension of the theory of reasoned actions made
essentially by the original model’s limitations in dealing with behaviours that
individuals have incomplete volitional controls (Tarkiainen and Sundqvist, 2005). Many
researchers implemented TPB to food industry to determine behaviour, and it
successfully included some people’s characteristics like an independent analyst of
purpose in the targeted market (Verbeke and Vackier, 2004). Due to many food-related
 JIMA scandals that have occurred of late, many consumers are suspicious of food safety
measures. Even though there are many factors involved in achieving trust, the main
5,3 focus is on getting true information regarding a certain product. Grounded in social
psychology, TPB is a general model that has been applied in many diverse domains
(Ramayah et al., 2009). TPB postulates three conceptually independent determinants of
behavioural intention: attitude (ATT), SN and perceived behavioural control (Bonne
450 et al., 2007). Many different models have been proposed to explain consumer behaviour
towards food in general, for example, the behavioural perspective model (Leek et al.,
2000) and classical attitude behavioural model (Trondsen et al., 2004). TPB recommends
that the intention to do something is determined by the attitude to do it, induced by the
norms of the perceived behaviour. For TPB, attitude towards the target behaviour and
subjective norms about engaging in the behaviour are thought to influence intention
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Halal food purchasing behaviour, and TPB includes perceived behaviour control over
engaging in the behaviour as a factor influencing intention and purchasing behaviour
(Hassan, 2011). Therefore, researchers who have used TPB as their model for research of
behaviour related to food have found out that habit is also a determinant when it comes
to intention.

2.2 RATT, retailer’s behavioural belief, normative belief and SN

ATT towards the behaviour is determined by BB (Darker et al., 2007), especially the
perceived outcomes of the behaviour and the value placed on those outcomes
(Bosompra, 2001; Mukhtar and Butt, 2012). A person’s intention to behave in a certain
way is based essentially on two factors: the “Attitude” (disposition or considered feeling)
towards the particular behaviour and the individual’s perception of the social pressures
on one to behave in that way (Rehman et al., 2007). In TRA, the behavioural intention of
performing a particular behaviour is determined by a personal factor and a social factor
(Ramayah et al., 2009). The reasoned action approach is a theoretical model of behaviour
change that has been used to identify beliefs underlying people’s behavioural decisions
(Sheats et al., 2013). Even though religion is an important element in many people’s lives,
the role of religion in a person’s buying behaviour is uncertain (Delener, 1994). The
effects of religion on the consumption of food are dependent on the particular religion
and how closely the individual follows the requirements set by the religion. According to
Wardle and Steptoe (2003), “external variables” may affect behavioural intentions and
actual behaviour through beliefs and attitudes. As research has shown, the specific
medium or format may moderate the relationship between beliefs and attitudes. TPB
has focussed on the indication of the connection among belief and intent and between
intent and behaviour (Stern et al., 2009). Therefore, people with different demographic
backgrounds tend to have similarly neutral beliefs and attitudes towards sponsored
links.
Belief has an aim then that aim is knowledge rather than merely truth (McHugh,
2011). Mostly, Muslims’ core belief system is influenced by cultural norms and values
(Wilson et al., 2013). As hypothesized by previous studies, there is a significant and
positive relationship between SN and intentions to purchase Halal food products
(Hassan, 2011). Literature has proven the influence of religion on buying behaviour
when it comes to food purchase and eating habit. Behaviours are mainly driven by
attitude and it is an important influence. Studies have found that behaviour is heavily
influenced by variables such as knowledge, attitude, norms of the society, innate beliefs
 and the expected result of certain behaviours (Kennedy et al., 2008). The acceptance of Examining
certain functional food is strongly affected by factors such as lifestyles, attitudes and
demographics factors (Urala and Lähteenmäki, 2007). Consumers’ attitude has different
retailers’
elements which include beliefs, feelings and behavioural intentions towards some behaviour
objects as the three elements of attitude (Rahbar and Wahid, 2010).
According to TPB, people’s actions are determined by their intentions, which are
influenced by their perceived behavioural control besides attitude and SN (Ramayah 451
et al., 2009). Based on TPB, behavioural intention has been resolved and understood
by SN, attitude and perceived behavioural controls of the individual. On the other
hand, attitude has been found to be the mental propensity that is expressed by
estimating based on some specific units through some level of support or low esteem
of individual’s actions. Beliefs are the foundation of attitude formation regarding
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certain objects and these attitudes then stipulate the intention to carry out a certain
behaviour or action which then leads to actually performing or not performing
behaviour. Generally, a favourable attitude and norm will create a higher intention
level for a person to behave a certain way (Au and Parameswaran, 2003). The
expectancy-value theory proposed by Ajzen (1991) posits that people’s beliefs about
the attributes of an object (expectancies) are weighted by the values they attach to
these attributes (values), which will affect their attitudes towards that object, which,
in turn, affects their behavioural intention and actual behaviour towards that object
(Stern et al., 2009). The TRA posits that the attitude towards a specific behaviour
and SN concerning the behaviour co-predict intention to perform a behaviour
(Doswell et al., 2011). Thus, we hypothesize that:
H1. There is a positive relationship between NB and RBB.
H2. There is a positive relationship between NB and SN.
H5. There is a positive relationship between RBB and RATT.
Subsequently, attitude towards behaviour which originated from a collective RBB
such as belief that the product is Halal may lead to favourable attitudes such as
having intention to purchase (Aziz and Chok, 2012). The TPB states that behaviour
is determined by the intention to engage in such behaviour, which, in turn, is
determined by the attitude towards the behaviour, the subjective norm and the
perceived behavioural control (Abdul Latiff et al., 2013). TRA is a suitable model to
look at the role of interpersonal religiosity and SN in the Muslim respondents’
intended choice of Halal products. The biggest influence on intended choice was how
the respondent perceived the SN concerning the intension, followed by their attitude
towards choosing Halal products and their interpersonal religiosity (Muhamad and
Mizerski, 2013). Attitude refers to a person’s evaluation of the consequences of
performing certain behaviours (Tih and Zainol, 2012). Attitude can be defined as
“the overall evaluation that a person made towards a behaviour, which can be either
positive or negative” (Tih and Zainol, 2012, pp. 157-164). Though, many findings
highlight the direct relationship between attitude and intention (Tih and Zainol,
2012). In general, the more favourable the attitude towards the behaviour, the
stronger will be an individual’s intention to perform the behaviour (Jalilvand and
Samiei, 2012). For TPB, attitude towards the target behaviour and SN about
 JIMA engaging in the behaviour are thought to influence intention Halal food purchasing
behaviour (Alam and Sayuti, 2011).
5,3 The influence of SN is presumed to capture the social pressure a decision-maker feels
to make a purchase or not (Bagozzi et al., 2000). The SN is dependent on beliefs about
how others expect the individual should behave and on the motivation to comply with
these “others” or referents (Rehman et al., 2007). SN is an important component of TRA,
452 and it consists of the pressure or influence on the individual to conform to the
expectation of the social environment (Ramayah et al., 2009). Subjective norm is
perceived pressure from the society to behave in a certain way (Ajzen, 1991). Subjective
norm can also be the expectations of others about the way one should behave (Martin
et al., 2008). The combination of two factors, attitude and subjective norm, will lead
individuals to a behavioural intention, which, in turn, leads to actual behaviour (Rahbar
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and Wahid, 2010). Ajzen (1991) defined SN:

[…] as being influenced by other people when making decisions. It is about getting the
approval of the society in acting a certain way and the level of conformity that is expected of
people in a society.
Whether an individual performs certain behaviour or not can be evaluated through the
pressure that is applied on him or her or by the society or otherwise known as subjective
norm, i.e. by being persuaded by views of those close to them.
Normative influences are a driving force behind a person’s actions (Marshall and
Feeley, 2006). Research examining belief-based, affect-based and anything else-based
attitudes as predictors of intention and/or behaviour is interesting in its own right as
long as it is competently conducted and speaks to an attitudinal process issue (Herr,
1995; Heiser, 2006). The normative dimension is essential in social life, and it is claimed
that a crucial aspect of the normative mechanism is the normative request, which plays
a fundamental role in the spreading of normative behaviors (Conte and Castelfranchi,
1995). Human social behaviour can best be described as following along lines of more or
less well-formulated plans (Ajzen, 1985). The antecedent primarily concerned with
social pressure is labelled as SN (Marshall et al., 2010). Generally perceived by Muslims
as a complete code of life, Islam affects many aspects related to marketing such as choice
of food products (Razzaque and Chaudhry, 2013). The view of how much a behaviour
can be controlled is termed as perceived behavioural control (Au and Parameswaran,
2003). Belief that specifies individual or group to think they should or should not
perform the behaviour. In fact, beliefs that guarantee a person’s SN are termed
normative beliefs as well. A person who strongly believes that most people with whom
he is motivated to comply thinks he should perform the behaviours, he will receive social
pressure to do so in the same way (Lada et al., 2009). SN determined by NB, i.e.
perceptions of significant referents’ beliefs about whether one should engage in a
behaviour and motivation to comply with those referents (Bosompra, 2001). Thus we
hypothesize that:
H3. There is a positive relationship between NB and retailer’s behaviour intention
(RBI).
H4. There is a positive relationship between NB and RAB.
H7. There is a positive relationship between ATT and RAB.
 2.2 RATT, RBI and RAB Examining
Behavioural variables include consumption frequency and purchasing frequency of
Halal meat, especially hypermarkets in Malaysia: including: Carrefour, Jusco, Tesco,
retailers’
Giant and local butchers which we can consider as potential purchasing places. behaviour
Researchers believe that consumer’s attitudes are the most important factors in
understanding consumer behaviour in both online and offline markets (Kim et al.,
2011; Rezaei and Amin, 2013; Rezaei et al., 2014). Nevertheless, consumers choose 453
supermarket to purchase because they provide good quality food, as well as have a
wide variety of products, or it may be the closest supermarket in their area.
Furthermore, supermarkets can be classified as ethical because these support high
animal welfare. Attitude towards any particular products is not decided by the
consumers intention, and the experience which they have in terms of consuming the
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food, but it can affect their perception of the product. The reason for the difference
between actual behaviour and the claimed behaviour can be explained by the fact
that people want to look good when they answer questions (Rundle-Thiele, 2009).
There are four main traits identifiable in buyers, namely, social, cultural,
psychological and personal, and the consumer decision to buy a product is
influenced by their behaviour (Ahmed, 2008).
TRA provides a strong theoretical basis for studying motivations for
environmental-related decision-making in which it is composed of two primary
constructs, attitudes and subjective norms (Marshall et al., 2010). These traits are
inbuilt into consumers’ minds very deeply and so it is important that marketing
personnel take this into consideration when addressing the marketing needs of their
organizations (Kotler and Amstrong, 2006). Consumer behaviour studies that
measure and observe actual buying behaviour has a significant methodological
limitation that leaves the research open to the influence of social biasness
(Carrington et al., 2010; Rezaei et al., 2014). The correlations between these traits and
the subsets of these traits have been scrutinized to understand consumers’ buying
behaviour. In this research, behaviour refers to the average person’s response as an
outcome of an interaction controlled by external and innate factors (Gill et al., 2010).
Consumer behaviour knowledge that gauge and monitor definite buying actions has
a significant practical restriction that departs the investigation open to the power of
public biasness.
According to Lada et al. (2009), the results focussing on the spending of Halal
products were almost entirely a part of general consumptions researches. The only
contribution to Halal products consumption research is that consumers have positive
attitudes and beliefs considering Halal goods in the world. A person’s attitude towards
behaviour is termed as BB; it means the act of consuming or buying Halal or non-Halal
products. According to Bonne et al. (2007), the right mind-set regarding consuming
Halal meat is the influence of peers and the perceived control over consuming Halal meat
contribute to predicting the intended consumption of Halal meat among Muslims.
Attitudes, SN and perceived control over behaviour are usually used to predict
behavioural intentions accurately (Gill et al., 2010). In reality, behavioural intentions are
immediate antecedents for performing actual behaviour and are also a function of
prominent information or beliefs about probability that performing a behaviour will
lead to a specific outcome (Rahbar and Wahid, 2010).
 JIMA The past normative behaviours are significantly and directly related to ethical
behavioural intentions (Watson et al., 2009). In the TRA model, attitudes directly
5,3 influence behavioural intentions and indirectly influence actual behaviours via
intentions. Attitudes can be used for segmenting markets, evaluating marketing
actions and choosing target segments (Kim et al., 2011; Al-Hyari et al., 2012). They
held that the overall attitude towards an object predicts behavioural intentions and
454 behaviours in a general way. The link between perceived behavioural intention and
control and behaviour proposed that consumers are more likely to get engaged in
behaviours they feel to have control over and are prevented from carrying out
behaviours over which they feel to have no control. In other words, for example,
control factor such as recognizing accessibility and control might inherently or
facilitate the capability of behaviour intention of individuals in the market place.
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Thus, we hypothesize that:

H6. There is a positive relationship between RATT and RBI.
H8. There is a positive relationship between RBI and RAB.
H9. There is a positive relationship between RAB and RetailP.

3. Methodology
A total of 230 questionnaires were distributed among Malaysian meat retailers of which
178 useful questionnaires were collected. In the first part of the questionnaire, the
respondents were asked about the type of ownership, size of organization, type of
organization, number of employees, length of operation, type of meat company sale and
amount of meat producing (Table I). In the second part of questionnaire, the retailers
asked about their attitudes and behaviour towards Halalness. Partial least squares
(PLS), a structural equation modelling (SEM) approaches were used to examine
simultaneously the structural components of both the measurement and structural
model.
SEM has become a quasi-standard in marketing and management research (Ringle
et al., 2012) when it comes to analyzing the cause– effect relations between latent
constructs (Hair et al., 2011a, 2011b, 2012), as it allows authors to test complete theories
and concepts (Hair et al., 2012). PLS path modelling represents a well-substantiated
method for estimating complex cause-effect-relationship models (Henseler and Chin,
2010) in business research (Gudergan et al., 2008; Henseler, 2012) which we use this
method in this study. The model shown in Figure 2 was analyzed using Smart-PLS
(Ringle et al., 2005). Because the primary objective of PLS is prediction (Rezaei and
Ghodsi, 2014), the goodness of a theoretical model is established by the strength of each
structural path and the combined productiveness of its exogenous constructs (Duarte
and Raposo, 2010).
To ensure that the questionnaire design, wording and measurement scales were
appropriate, a pilot test with 28 retailers in Kuala Lumpur was carried out before the
actual survey. The pilot test revealed that there was no major problem in terms of clarity
and appropriateness of questions pertaining to retailer’s behaviour. The structural
model represents the relationships between constructs or latent variables that were
hypothesized in the research model (Duarte and Raposo, 2010). The convergent and
discriminant validity are first confirmed before assessment of structural model. The
next section explains the results of analysis.
 Retail characteristics Category Percentage
Examining
retailers’
Type of ownership Muslim 82.2
Non-Muslim 17.8 behaviour
Size of organization Small 24.3
Medium 51.4
Large 24.3
455
Type of organization Hypermarket 37.3
Supermarket 43.8
Others 18.9
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Number of employees Up to 41.1

Less than 30.3
More than 28.6

Length of operation ⬍ 1 year 16.8

1-5 year 54.6
6-10 year 11.9
⬎ 10 years 16.8

Type of meat for sale Fresh meat 38.9

Frozen meat 34.1
Both 27.0

Amount of meat production per year ⬍ 10 tons 43.2

11-50 tons 22.2
51-100 tons 25.4 Table I.
⬎ 100 tons 9.2 Summary of respondent/
retailers characteristics

4. Results
4.1 Assessment of measurement model
To design a questionnaire based on the TRA, it is essential to determine the underlying
behavioural and NB that apply to the target behaviour (Khanna et al., 2009). The
measurement items for NB, RAB, RATT, RBB, RBI and SN are considered as reflective
in which we adopted from previous related studies (Ajzen, 1991, 1985; Ajzen and
Fishbein, 1977; Bosompra, 2001; Lada et al., 2009; Khanna et al., 2009) using seven-point
Likert scale. Accordingly, RetailP considered as formative constructs were adopted
from previous studies (Baker and Sinkula, 2005; Theodosiou et al., 2012) (Appendix).
Table II depicts the assessment of the measurement model. Following Hair et al.’s (2013)
process, to assess reflective measurements models, we examine outer loadings,
composite reliability, average variance extracted (AVE ⫽ convergent validity) and
discriminant validity (Table II). Our empirical results indicate the adequate reliability
both for measurements for reflective and formative scales (Figure 2: measurements
model and R2).
The outer loading scores on their expected factors are all above 0.623. All three
reflective constructs have high levels of internal consistency reliability, shown in
 JIMA
5,3

456
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Figure 2.
Research model
(measurements and R2)

Table II. The AVE values (convergent validity) are well above the minimum required
level of 0.50, thus demonstrating convergent validity for all three constructs. Empirical
assessment of formative measurement models is not the same as with reflective
measurement models because the indicators theoretically represent the construct’s
independent causes and, thus, do not necessarily correlate highly (Hair et al., 2013). In
this process, first, we examine convergent validity using redundancy analysis for
formative indicators. The path coefficient for three items was above 0.805 which support
the convergent validity of constructs. We then examine the collinearity of the three
indicators. Accordingly, our empirical results indicate that the indicators do not have
problem with collinearity. Third, we look at the statistical significance of the outer
weights (not the loadings) by deploying the bootstrapping option of Smart PLS
software. Thus, the three indicators of RetailP were retained for further analysis.
Table II depicts the construct validity for reflective and formative scales).
Another step taken in the assessment of reflective model is discriminate validity.
Discriminant validity indicates the extent to which a given construct is different from
other latent constructs (Duarte and Raposo, 2010; Rezaei and Ghodsi, 2014). Diagonal
 Construct Item Scale Loading AVE CR CA Outer weight
Examining
retailers’
NB NB1 Reflective 0.764 0.648 0.927 0.907 0.187
NB2 Reflective 0.836 0.169 behaviour
NB3 Reflective 0.852 0.178
NB4 Reflective 0.844 0.180
NB5 Reflective 0.855 0.190
NB6 Reflective 0.833 0.195
457
NB7 Reflective 0.623 0.141
RAB RAB1 Reflective 0.665 0.563 0.900 0.870 0.244
RAB2 Reflective 0.718 0.189
RAB3 Reflective 0.728 0.166
RAB4 Reflective 0.800 0.192
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RAB5 Reflective 0.747 0.184

RAB6 Reflective 0.826 0.193
RAB7 Reflective 0.759 0.173
RATT RATT1 Reflective 0.795 0.635 0.924 0.904 0.193
RATT2 Reflective 0.826 0.197
RATT3 Reflective 0.803 0.157
RATT4 Reflective 0.786 0.169
RATT5 Reflective 0.839 0.181
RATT6 Reflective 0.774 0.187
RATT7 Reflective 0.752 0.170
RBB RBB1 Reflective 0.835 0.726 0.949 0.937 0.157
RBB2 Reflective 0.894 0.171
RBB3 Reflective 0.876 0.161
RBB4 Reflective 0.868 0.170
RBB5 Reflective 0.847 0.151
RBB6 Reflective 0.823 0.174
RBB7 Reflective 0.818 0.191
RBI RBI1 Reflective 0.794 0.695 0.941 0.927 0.177
RBI2 Reflective 0.812 0.168
RBI3 Reflective 0.844 0.164
RBI4 Reflective 0.827 0.169
RBI5 Reflective 0.893 0.180
RBI6 Reflective 0.841 0.172
RBI7 Reflective 0.821 0.171
Construct Item NB RAB RATT RBB RBI RetailP

SN SN1 Reflective 0.804 0.721 0.948 0.935 0.170

SN2 Reflective 0.854 0.171
SN3 Reflective 0.877 0.170
SN4 Reflective 0.846 0.164
SN5 Reflective 0.872 0.164 Table II.
SN6 Reflective 0.859 0.170 Construct validity for
SN7 Reflective 0.831 0.170 reflective and formative
(continued) scales
 JIMA RetailP Scale Path coefficient VIF Weight t-value Decision
5,3
RetailP1 Formative 0.910 2.436 0.481 4.424 Support
RetailP2 Formative 0.820 1.788 0.364 2.903 Support
RetailP3 Formative 0.805 2.100 0.312 2.378 Support

Notes: Average variance extracted (AVE) ⫽ (summation of the square of the factor
458 loadings)/{(summation of the square of the factor loadings) ⫹ (summation of the error variances)};
composite reliability (CR) ⫽ (square of the summation of the factor loadings)/{(square of the summation
of the factor loadings) ⫹ (square of the summation of the error variances)}; Cronbachs Alpha; Size of
Exogenous Construct Weight (SECW); t-value: 1.96, one-tailed test; p-value: (p ⬍ 0 ⫽ 01); SC:
Table II. significantly contributes
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elements are the square root of AVE between the constructs and their measures.
Off-diagonal elements are correlations between constructs. For discriminant validity,
diagonal elements should be larger than off-diagonal elements in the same row and
column. Shown in Table III, diagonal elements are larger than off-diagonal elements in
the same row and column.
Comparing the loadings across the columns in the below matrix (Table IV) indicates
that an indicator’s loadings on its own construct are, in all cases, higher than all of its
cross-loadings with other constructs. Thus, the results indicate that there is
discriminant validity between all the constructs based on the cross-loadings criterion
(Hair et al., 2013).

4.2 Structural model

Once the construct measures have been confirmed as reliable and valid, the next step is to
assess the structural model results which involve examining the model’s predictive
capabilities and the relationships between the constructs (Hair et al., 2013).
A bootstrap analysis was performed to assess the statistical significance of the path
coefficients after computing the path estimates in the structural model. In using
bootstrapping, our actual sample size is 178, and 500 resamples were performed. In
addition, by applying the PLS–SEM algorithm, estimates are obtained for the structural

Construct NB RAB RATT RBB RBI RetailP SN

NB 0.648
RAB 0.349 0.563
RATT 0.353 0.308 0.635
RBB 0.268 0.277 0.374 0.726
RBI 0.353 0.348 0.328 0.254 0.695
RetailP 0.312 0.352 0.278 0.220 0.318 NA
SN 0.408 0.358 0.341 0.264 0.396 0.289 0.721

Table III. Notes: Diagonals (bold values) represent the AVE, while the other entries represent the squared
Discriminant validity of correlations; the off-diagonal values in the above matrix are the correlations between the latent
reflective constructs constructs
 Construct Item NB RAB RATT RBB RBI RetailP SN
Examining
retailers’
NB NB1 0.76 0.51 0.56 0.52 0.54 0.44 0.60
NB2 0.84 0.51 0.60 0.35 0.58 0.44 0.66 behaviour
NB3 0.85 0.56 0.58 0.44 0.55 0.49 0.64
NB4 0.84 0.52 0.54 0.42 0.59 0.48 0.67
NB5 0.86 0.60 0.54 0.49 0.55 0.51 0.68
NB6 0.83 0.63 0.54 0.43 0.63 0.53 0.74
459
NB7 0.72 0.42 0.48 0.33 0.53 0.67 0.52
RAB RAB1 0.58 0.66 0.46 0.31 0.55 0.81 0.52
RAB2 0.47 0.72 0.38 0.43 0.51 0.54 0.49
RAB3 0.43 0.73 0.39 0.39 0.45 0.43 0.49
RAB4 0.52 0.80 0.48 0.44 0.54 0.48 0.57
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RAB5 0.55 0.75 0.51 0.47 0.51 0.41 0.62

RAB6 0.55 0.83 0.52 0.45 0.55 0.48 0.56
RAB7 0.51 0.76 0.48 0.45 0.49 0.44 0.47
RATT RATT1 0.52 0.50 0.80 0.71 0.50 0.42 0.53
RATT2 0.54 0.54 0.83 0.69 0.53 0.47 0.55
RATT3 0.52 0.43 0.80 0.53 0.45 0.44 0.47
RATT4 0.57 0.44 0.79 0.61 0.46 0.44 0.52
RATT5 0.59 0.48 0.84 0.56 0.59 0.48 0.57
RATT6 0.56 0.57 0.77 0.58 0.53 0.43 0.55
RATT7 0.65 0.46 0.75 0.48 0.59 0.43 0.59
RBB RBB1 0.44 0.47 0.58 0.83 0.38 0.36 0.43
RBB2 0.45 0.48 0.66 0.89 0.45 0.34 0.45
RBB3 0.42 0.40 0.62 0.88 0.38 0.32 0.38
RBB4 0.47 0.54 0.63 0.87 0.49 0.42 0.50
RBB5 0.39 0.43 0.58 0.85 0.40 0.33 0.40
RBB6 0.45 0.49 0.67 0.82 0.45 0.40 0.47
RBB7 0.55 0.49 0.70 0.82 0.47 0.43 0.49
RBI RBI1 0.64 0.56 0.52 0.36 0.79 0.45 0.73
RBI2 0.58 0.52 0.51 0.37 0.81 0.44 0.70
RBI3 0.53 0.57 0.53 0.42 0.84 0.53 0.62
RBI4 0.56 0.56 0.57 0.45 0.83 0.58 0.65
RBI5 0.63 0.63 0.59 0.46 0.89 0.57 0.67
RBI6 0.59 0.62 0.56 0.46 0.84 0.58 0.62
RBI7 0.58 0.60 0.55 0.44 0.82 0.57 0.63
Construct Item NB RAB RATT RBB RBI RetailP SN

SN SN1 0.75 0.63 0.57 0.49 0.61 0.50 0.80

SN2 0.72 0.63 0.59 0.45 0.64 0.49 0.85
SN3 0.71 0.64 0.60 0.49 0.65 0.48 0.88
SN4 0.68 0.55 0.55 0.40 0.69 0.47 0.85
SN5 0.69 0.57 0.57 0.44 0.66 0.47 0.87
SN6 0.66 0.62 0.57 0.42 0.72 0.51 0.86 Table IV.
SN7 0.64 0.61 0.60 0.45 0.74 0.52 0.83 Loadings and cross-
loadings for reflective
Note: Bold values are loadings for items which are above the recommended value of 0.5 constructs
 JIMA model relationships (the path coefficients), which represent the hypothesized
relationships between the constructs. Table V presents the hypothesis testing. Our
5,3 statistical results support the relationship between NB and RBB (b ⫽ 0.535, standard
error ⫽ 0.102 and t-statistics⫽ 5.233. The relationship between NB and SN was found to
be very strong, as the path coefficient is 0.815, with low standard error of 0.048 and high
t-statistics 17.000; followed by path relationship between RBB ⬎ RATT, with b ⫽ 0.749,
460 low standard error ⫽ 0.064 and significant t-statistics of 11.779; and path relationship
RAB ⬎ RetailP, with b ⫽ 0.704, low standard error of 0.049 and significant t-statistics of
14.352. Accordingly, the relationship between SN and RBI shows b ⫽ 0.645, standard
error 0.096, t-statistics ⫽ 6.706; the path between SN and RAB with b ⫽ 0.364, standard
error ⫽ 0.107 and t-statistics of 3.386; the path of RATT and RBI with b ⫽ 0.216,
standard error ⫽ 0.103 and t-statistics ⫽ 2.095; the path of RATT and RAB with b ⫽
0.177, standard error ⫽ 0.085 and t-statistics ⫽ 2.082; and, finally, the path of RBI and
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RAB with b ⫽ 0.291, standard error ⫽ 0.094 and t-statistics of 3.092, which were
supported.
Before assessing the structural model, we examine the structural model for
collinearity which the VIF values in our study were found to be below the threshold of 5.
Accordingly, we assess the significance of the path coefficients, the level of the R2
values, the f2 effect size and the predictive relevance (Q2 and the q2 effect size). The above
results show the significance of the path coefficients at t-statistic ⬎ 1.96 which is
significant with a two-tailed test. The R2 values for endogenous construct for RBI ⫽
0.652, SN ⫽ 0.664, RAB ⫽ 0.572 and RATT ⫽ 0.561 which is considered as high in
contrast the value for RBB ⫽ 0.286 and RetailP ⫽ 0.496 (Figure 2: measurements model
and R2). Beside the assessment of the magnitude of the R2 values as a criterion of
predictive accuracy, we also examine the Q2 value which is an indicator of the model’s
predictive relevance (Hair et al., 2013). For SEM models, Q2 values larger than zero for a
specific reflective endogenous latent variable indicate the path model’s predictive
relevance for a particular construct (Hair et al., 2013) and Q2 values of zero or below
indicate a lack of predictive relevance. As a relative measure of predictive relevance,
values of 0.02, 0.15 and 0.35 indicate that an exogenous construct has a small, medium or
large predictive relevance, respectively, for a selected endogenous construct. Therefore,
we used the cross-validated redundancy as a measure of Q2, as it includes the key

Hypothesis Path Path coefficient Standard error t-statistics Decision

H1 NB ⬎ RBB 0.535 0.102 5.233** Supported

H2 NB ⬎ SN 0.815 0.048 17.000** Supported
H3 SN ⬎ RBI 0.645 0.096 6.706** Supported
H4 SN ⬎ RAB 0.364 0.107 3.386** Supported
H5 RBB ⬎ RATT 0.749 0.064 11.779** Supported
H6 RATT ⬎ RBI 0.216 0.103 2.095* Supported
H7 RATT ⬎ RAB 0.177 0.085 2.082* Supported
H8 RBI ⬎ RAB 0.291 0.094 3.092** Supported
H9 RAB ⬎ RetailP 0.704 0.049 14.352** Supported

Table V. Notes: * t-values for two-tailed test: 1.96 (significance level ⫽ 5%); ** t-value 2.58 (significance
Result of hypothesis level ⫽ 1%)
testing Source: Hair et al., 2011a, 2011b
 element of the path model, the structural model for reflectively construct only. We run Examining
blindfolding to obtain Q2 for endogenous reflective endogenous constructs, as results of
this procedure, shown in Table VI, in which all Q2 values considerably are above zero.
retailers’
behaviour
5. Discussion
The current literature and state policies are focussing solely on consumers to
understand the issue in Halal market which may not reach strategic standpoint for firm 461
and state in general. This study is considered as a first attempt towards “Islamic
Retailing”. Prior literature applied TRA in a customer market verses this study examine
the attitude and behaviour of businesses market (retailers) in Malaysia and is among the
few attempts in understanding retailers regarding to their behaviour towards Halal
value and supply chain by integrating TRA and critical points in Halal meat handling.
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We found that effective Halal logistics and supply chain management will lead to high
performance (RetailP) for retail in Halal market, concerning indication of separate truck,
trolley and packaging for retailing of Halal meat products. To examine the outcome of
this application, TRA on retailers’ behavioural intentions in Halal meat handling was
applied. The results indicate there is a positive relationship between proposed
hypotheses as depicted above (Figure 2). Our results are similar with previous studies
(Mukhtar and Butt, 2012), indicating that TRA is a valid model in predicting intention to
choose Halal products.
Managing Halal meat becomes an issue for retailers and firms due to consumers
concern of their realign thought and quality and safety of food. The purpose of this
research was mainly to examine the casual relationship between NB, SN, RBB, RATT,
RBI, RAB and RetailP. To assess the proposed research model, a total of 230
questionnaires were distributed among Malaysian meat retailers of which 178 useful
questionnaires were collected to empirically test the proposed seven critical points in
Halal meat handling. Accordingly, PLS and an SEM approach was used to examine
simultaneously the structural components of both the measurement and causal model
for reflective and formative constructs. Our empirical results indicate that RBI and RAB
are positively related to NB, SN, RBB and RATT which motivate retailers for high
RetailP and critical points in Halal meat handling. Our empirical assessment supports
the proposed hypothesis and support RetailP as a formative construct measured by
sales revenue, market share and customer satisfaction. We found that TRA can be
applied to predict RetailP in addition to RAB. This research adopted the cross-sectional
data collection approach to analyze the affiliation that can exist amid the present and
future performance which has been broadly analyzed in terms of the classic study of the
consumer behaviour. The target population of this study includes Malaysian meat

Endogenous latent variable R2 Q2

RAB 0.572 0.306

RATT 0.561 0.352
RBB 0.286 0.204
RBI 0.652 0.451
RetailP 0.496 NA Table VI.
SN 0.664 0.478 Result of R2 and Q2
 JIMA retailers, and the sampling design selected in this study is the probability sampling
approach which was found to be a suitable approach in related studies.
5,3 This study has significant policy implication, as well as research implication despite
its limitations. The governments should realize the importance of the Halal business
markets in which NB, SN, RBB and RATT are influenced by certain elements. In the
case of the Halal meat supply management, managers and retailers should understand
462 to monitor all steps in Halal compliance and supply chain management, as well as
Islamic logistic management. Critical points in Halal meat handling in this study are
clear when decision-makers in organization are making decisions in their respective
companies in logistic and supply chain management. They should understand the
importance of the Halal meat market for organizations which are operating in the Halal
market. The critical points (Figure 1) are crucial in handling Halal supply chain
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management which give them an insight to manage their prospective target market;
whether it is a Muslim or a non-Muslim market. Religion plays an important role in the
lives of many individuals, as numerous evidence shows that religion can have an
influence and impact on the consumer attitude and behaviour. Furthermore, according
to findings, we suggest that retailers need to address several logistics requirements in
Islamic retailing to serve Muslims consumers. These steps include ordering supply
stage, supply checking stage, internal transport stage, internal storage stage, display for
sale stage, customer carrying supply stage and cash counter stage. Although some of
these stages, such as ordering supply stage, supply checking stage, internal transport
stage and internal storage stage, are not visible in the eyes of end-consumers, the
government policies in Halal supply chain management should clarify this to them.
Malaysia is stepping towards applicability of supply chain management by offering
certificates such as JAKIM. Therefore, NB, SN, RBB, RATT, RBI, RAB and RetailP are
important in managing supply chain and logistics in Halal retail market.
As logistics bridges the gap between the point of production and the point of
consumer purchase, the logistics of Halal food is fundamental to ensure the integrity of
Halal food at the point of consumption (Tieman et al., 2013). Manufacturers and
marketers use the Halal certification and logo as a way to inform and to reassure their
target consumers that their products are Halal- and Shariah-compliant (Hassan, 2011).
Food industry becomes one of the main sources of income for local community in
Malaysia (Rahman et al., 2011). By examining the outer weights of the construct
indicators, we can identify which specific element of variable needs to be addressed.
Shown in Table II, the outer weight reflects the importance of items which highlight the
importance of item. This study has significant policy implication, as well as research
implication despite some limitations. RBB, RATT, RBI, SN and NB are predictor’s
variables towards retailers’ action in the Halal meat market and practice in managing
critical point of Halal compliance for Halal meat. In fact, key stages of critical points of
Halal compliance for Halal meat were conformed to be considered from the Malaysian
retailers’ points of view. This stages are: ordering supply; supply checking; internal
transport; internal storage; display for sale; customer carrying the supply and cash
counter. Accordingly, attitude in the context of awareness towards believing in Halal
product appears to suggest a direct relationship with intention behaviour as postulated
by TPB (Aziz and Chok, 2012).
Religiously highly involved Muslim consumers to be more intense information
seekers due to their Islamic thought (Razzaque and Chaudhry, 2013). In the case of the
 Halal meat market, retailers should understand to monitor all steps in Halal compliance Examining
very well. Critical points in Halal meat handling in this study are clear when
decision-makers in organization are making decisions in their respective companies
retailers’
accordingly. Retailers should understand the importance of the Halal meat market for behaviour
organizations which are operating in the Halal market and Muslim population.
Investigating consumer decisions towards Halal products is topical, first, given the
Halal food market size and its evolution, and second, given the policy relevance of the 463
issue (Lada et al., 2009). There is a need to enhance competitiveness and to increase
value-added to the whole supply chain, as well as to position Malaysia as an
international Halal food hub. The Malaysian Government should realize the importance
of the Halal business markets in which RBB, RBI, SN, NB, RATT and RAB are
influenced by certain variables. Prior literature applied TRA in a customer market
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verses this study examine the attitude and behaviour of businesses market in Malaysia.
This study is among the few attempts in understanding retailers regarding to their
behaviour towards Halal products. Finally, RBI could be the result from profit sake
instead of Halal compliance. Retailers should consider Islamic supply chain
management in several stages including ordering supply; supply checking; internal
transport; internal storage; display for sale; customer carrying the supply and cash
counter which consider the logistics requirements. Even though Halal products appear
similar to other types of food, the way they are prepared, handled and processed from
the origin right up to the retailer’s shop has been done in accordance to Islamic
requirements.

5.1 Limitations and directions for future research

This research also has some limitations. The limitations will guide future researchers to
explore the Halal meat market retail in a more effective way. The first limitation was
that this study focussed on religious thoughts. Future research should deploy the
proposed model by exploring the role of “religiosity” in understanding retailer’s
behavioural intention towards Halalness. The second limitation is the cross-sectional
data collection approach of study. Because the behaviour of individuals and
organizations are formed over a long time, future research should examine behavioural
intention of the target population by using a longitudinal data. Another limitation of this
study is the sample size of study. Due to several constrains, this study managed to
collect 178 questionnaires among Malaysian retailers. Future researchers should
examine and implement research framework by using bigger sample size across
countries. Finally, this study could be replicated in other context such as non-Halal
context and other Muslim countries to expand the generalization of the research
findings.

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Corresponding author
Sajad Rezaei can be contacted at: mmg.sajad@gmail.com
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Research construct Definition of construct
Subjective Norms (SN)* Cognitive: This is important
(Ajzen, 1991, 1985; Ajzen that others think, I should
and Fishbein, 1977) indicate budget for Halalness in
my organization (Lada et al.,
2009)
SN are often measured directly
by asking respondents to
indicate whether “important
others” would approve or
disapprove of a particular
behaviour (Marshall et al., 2010)
SN is defined as an individual’s
subjective evaluation that the
performance of the behaviour in
question is approved or
disapproved by most people
who are important to him or her
(Ramayah et al., 2009)
Behavioral belief (BB)* It will degrade me if I did not
(Bosompra, 2001; Ajzen, indicate budget for Halal and
1991, 1985; Ajzen and Non-Halal issue in my
Fishbein, 1977) organization
(Ajzen, 1991, 1985; Ajzen and
Fishbein, 1977; Bosompra,
2001; Lada et al., 2009; Khanna
et al., 2009)
Table AI.
research constructs
measurement scale of
Definition and
Measurements scale
SN1 *** In ordering stage of the Halal meat, My friends would think that I Appendix
should choose to request separate truck for Halal meat
SN2 In receiving the supply stage of the Halal meat, Most people who are
important to me think that I should request Halal meat by separate truck
SN3 In transport to storage stage of the Halal meat, My friends would think
that I should choose to request transfer the Halal meet after it certified (From
JAKIM)
SN4 In storage stage of the Halal meat, Most people who are important to me
think that I should store certain packaging for Halal meat
SN5 Display for sale stage of the Halal meat, My family who are important to
me would think I should use Halal meat that obtains approval from department
of veterinary of Malaysia
SN6 Consumer carrying product by trolley stage of the Halal meat, Most people
who are important to me would request Separate trolley for halal meat
SN7 Cash counter stage of the Halal meat, My friends would think that I
should choose to request separate counter for halal meat
BB1 In ordering stage of the Halal meat, I should request separate truck for
Halal meat
BB2 In received the supply stage of the Halal meat, I should received Halal meat
by separate truck
BB3 In transport to storage stage of the Halal meat, I should transfer the Halal
meet after it certified (From JAKIM)
BB4 In storage stage of the Halal meat, I should store certain packaging for Halal
meat
(continued)
469
behaviour
retailers’
Examining
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Table AI.
Research construct Definition of construct
Attitude (ATT)* (Lada Evaluative: indicating the
et al., 2009; Khanna budget for Halalness in
et al., 2009) organization is a very good
idea
Normative Belief (NB)* Cognitive: My colleagues think
(Bosompra, 2001; Ajzen, that, I should indicate budget
1991, 1985; Ajzen and for Halalness in my
Fishbein, 1977) organization
(Marshall and Feeley, 2006)
5,3
470
JIMA
Measurements scale
BB5 Display for sale stage of the Halal meat, I should display Halal meat that
obtains approval from department of veterinary of Malaysia
BB6 In consumer carrying product by trolley stage of the Halal meat, I should use
Separate trolley for halal meat
BB7 In cash counter stage of the Halal meat, I should Separate counter for halal
meat
ATT1 In ordering stage of the Halal meat, I like to choose to request separate
truck for Halal meat
ATT2 In received the supply stage of the Halal meat, I like to choose to request
Halal meat by separate truck
ATT3 In transport to storage stage of the Halal meat, is a good idea to request
transfer the Halal meet after it certified (From JAKIM)
ATT4 In storage stage of the Halal meat, it is a good idea to request store
certain packaging for Halal meat
ATT5 Display for sale stage of the Halal meat, I like to choose to request
display Halal meat that obtains approval from department of veterinary of
Malaysia
ATT6 Consumer carrying product by trolley stage of the Halal meat, I like to
choose to request Separate trolley for halal meat
ATT7 In cash counter stage of the Halal meat, Overall, I think to choose to
request separate counter for halal meat
NB1 In ordering stage of the Halal meat, in general, it is right to choose to
request separate truck for Halal meat
NB2 In received the supply stage of the Halal meat, in general, it is right to
choose to request Halal meat by separate truck
NB3 In transport to storage stage of the Halal meat, in general, it is right to
choose to request transfer the Halal meet after it certified (From JAKIM)
(continued)
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Research construct Definition of construct
Behavioural intention Ones intention to take an action
(BI) or do something. In this case:
(Lada et al., 2009)* The organization plans in
advance to indicate the budget
for Halalness of the products
while they are doing the
business
Cognitive: The organizations
are investing capital and
considering the Halalness of the
products while they are doing
the business
Table AI.
Measurements scale
NB4 In storage stage of the Halal meat, in general, it is right to choose to
request store certain packaging for Halal meat
NB5 Display for sale stage of the Halal meat, in general, it is right to choose to
request display Halal meat that obtains approval from department of veterinary of
Malaysia
NB6 Consumer carrying product by trolley stage of the Halal meat, in general, it
is right to choose to request Separate trolley for halal meat
NB7 In cash counter stage of the Halal meat, in general, it is right to choose to
request separate counter for halal meat
BI1 In ordering stage of the Halal meat, in future, I will choose to request
separate truck for Halal meat
BI2 In received the supply stage of the Halal meat, I will choose to request Halal
meat by separate truck
BI3 In transport to storage stage of the Halal meat, I feel that the best is to
request transfer the Halal meet after it certified (From JAKIM)
BI4 In storage stage of the Halal meat, I plan to choose to request store certain
packaging for Halal meat
BI5 Display for sale stage of the Halal meat, I plan to choose to request display
Halal meat that obtains approval from department of veterinary of Malaysia
BI6 In consumer carrying product by trolley stage of the Halal meat, I plan to
choose to request Separate trolley for halal meat
BI7 In cash counter stage of the Halal meat, in future, I will choose to request
Separate counter for Halal meat
(continued)
471
behaviour
retailers’
Examining
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5,3

472
JIMA

Table AI.
Research construct Definition of construct Measurements scale

Actual behaviour (AB)*
(Ajzen, 1991, 1985; Ajzen
and Fishbein, 1977)
Ones act of doing something is
completed. In this case:
indicating the budgets in
Halal meat selling process will
be considered by organization
as a Muslim performance
Behavioural: Organization
invested the capital in terms of
Muslim convenience in Halal
meat market
AB1 In ordering stage of the Halal meat, I have ability and knowledge to
request separate truck for Halal meat
AB2 In received the supply stage of the Halal meat, I have ability and
knowledge to request Halal meat by separate truck
AB3 In transport to storage stage of the Halal meat, I have ability and
knowledge to request transfer the Halal meet after it certified (From JAKIM)
AB4 In storage stage of the Halal meat, I have ability and knowledge to
request store certain packaging for Halal meat
AB5 Display for sale stage of the Halal meat, I have ability and knowledge
to request display Halal meat that obtains approval from department of
veterinary of Malaysia
AB6 Consumer carrying product by trolley stage of the Halal meat, I have
ability and knowledge to request Separate trolley for halal meat
AB7 In cash counter stage of the Halal meat, I have ability and knowledge
to request Separate counter for halal meat

Retail Performance (Baker and Sinkula, 2005; Regarding the critical points in Halal meat handling,
(RetailP)** Theodosiou et al., 2012) BP1 Change in sales revenue relative to your largest competitor
BP2 Change in market share relative to your largest competitor
BP3 Change in customer satisfaction relative to your largest competitor

Notes: * Seven-point scales anchored by strongly disagree to strongly agree; ** seven-point scales anchored by significant increase to significant
decrease; *** the numbers referring to the seven stages of Critical Points in Halal Meat Handling as below: 1) ordering supply; 2) supply checking; 3)
internal transport; 4) internal storage; 5) display for sale; 6) customer carrying the supply; 7) cash counter