International records / OpenAlex research

A CONCEPTUAL FRAMEWORK OF THE MODERATING ROLE OF RELIGIOSITY

The global halal food market has experienced rapid expansion, yet scholarly understanding of how religiosity shapes consumer behaviour remains inconsistent across geographical contexts. While religiosity functions as a significant moderator in several Asian Muslim majority nations, empirical evidence from Nigeria reveals that religiosity tested as a direct predictor presents a weak and insignificant effect on halal purchase intention. This paper addresses this gap by proposing a theoretical framework grounded in the Theory of Planned Behaviour (TPB). The framework positions attitude, subjectiv…