The Effects of Halal-an Toyyib-an Food Products: Conscientious as a Moderator

Abstract

This paper assesses the incorporation of important yet previously overlooked constructs of food products, namely wholesomeness, cleanliness, and completeness, alongside consumers’ perceptions of nutritional value, quality, and reasonable pricing. The study positions the halal label as a key product-related cue representing these constructs and examines the moderating role of conscientiousness. Using 16 measurement items, data were collected from respondents to capture the independent variables, the moderator (conscientiousness), and the dependent variable, and were analyzed using least squares regression, sequential regression, and bivariate correlation techniques. The findings indicate that perceptions of high nutritional value and high quality significantly influence expectations of wholesome, clean, and complete food products, while reasonable pricing significantly affects expectations of complete halal-an food products. With the inclusion of conscientiousness as a moderating variable, the results demonstrate that conscientiousness strengthens the relationship between the independent variables and expectations of complete halal-an food products. Notably, perceived product quality shows a substantially stronger association with perceptions of complete halal-an food products compared to nutritional value and price. Further analysis reveals that high-quality perceptions of complete halal-an food products are closely linked to consumers’ views on the comprehensiveness of the production process. These findings highlight that achieving the completeness of halal-an food products requires more than mere compliance with Shariah requirements, emphasizing the importance of comprehensive production practices to enhance consumer perceptions.