The Effects of Knowledge, Religiosity Value, and Attitude on Halal Label Reading Behavior of Undergraduate Students

June 6, 2023 | Author: Harriet Houston | Category: N/A
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The Effects of Knowledge, Religiosity Value, and Attitude on Halal Label Reading Behavior of Undergraduate Students Megawati Simanjuntak* and Muhammad Mardi Dewantara** Halal label is a label on food that justified according to Islamic law, qualified and did not harm our health. The purpose of this research was to analyze the effect of intrinsic factors (individual characteristics and family characteristics), extrinsic factors, knowledge, religiosity and the attitude towards behavior of reading the halal label on food products of undergraduate students. This study used cross sectional study with survey method. The research involved 400 students of Bogor Agricultural University that were chosen by multistage random sampling with gender as a layer. There was significant difference between female and male in knowledge, religiosity value, and attitude in reading halal label, whereas the behavior in reading label had no significant difference. Age, religiosity value, and attitude were found affected significantly behavior of reading halal label on food products. Keywords: attitude, behavior, halal label, knowledge, religiosity value Label halal merupakan label pada makanan yang dibenarkan menurut syariat Islam, bermutu, dan tidak membahayakan kesehatan. Penelitian ini bertujuan menganalisis pengaruh faktor internal (karakteristik individu dan karakteristik keluarga responden), faktor eksternal, pengetahuan, nilai, dan sikap terhadap perilaku membaca label halal produk pangan pada mahasiswa. Desain penelitian ini adalah cross sectional study dengan metode survei. Penelitian ini melibatkan 400 mahasiswa IPB yang dipilih menggunakan teknik multistage random sampling dengan lapis jenis kelamin. Terdapat perbedaan yang signifikan antara laki-laki dan perempuan pada variabel pengetahuan, religiosity value, dan sikap dalam membaca label halal, sedangkan perilaku membaca label tidak memiliki perbedaan yang signifikan. Usia, religiosity value, dan sikap terbukti berpengaruh secara signifikan pada perilaku membaca halal label produk makanan. Kata Kunci: sikap, perilakul, label halal, pengetahuan, religiosity value

Introduction As the world’s most populous Muslim country, Indonesia has the potential to become not only a major market but also a major producer of halal products (Soesilowati, 2010). Every year, food industries in Indonesia grow rapidly, that also mean big responsibility towards consumer protection. As a product characteristic, halal refers to the nature, origin and the processing method of food designated for Muslim consumers. Halal is a typical credence process attribute, thus an invisible and intangible quality characteristic that can hardly be evaluated or ascertained by individual consumers, even upon or after consuming the good. The result is potential quality uncertainty during the pre- and post-purchasing stage (Verbeke et.al, 2013). Mohayidin and Kamarulzaman (2014) stated

that certified halal food product gained the highest utility score and was the most important attribute. Law of The Republic of Indonesia Number 8 Year 1999 Chapter 4 concerning consumer protection explained that consumers have a right to obtain comfort, security and safety in using or consuming the goods and/or service. Based on the Law of The Republic of Indonesia Number 8 Year 1999 article 8h explained that the producers are not allowed to produce and/or trade goods and/or services which do not follow halal production processes for products * Corresponding author, Department of Family and Consumer Sciences, Faculty of Human Ecology IPB Bogor. E-mail: [email protected] ** Department of Family and Consumer Sciences, Faculty of Human Ecology IPB Bogor. E-mail: [email protected] ASEAN MARKETING JOURNAL December 2014-Vol.VI- No.2- 65-76

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with halal label. But in reality, there are many manufacturers do not understand correctly the law of consumer protection. In addition there are many manufacturers have not aware the importance of halal certification; this is because the certificate is still intentionally for manufacturers who want to apply for halal certification. Based on data from National Agency of Drugs and Food (FDA), the numbers of registered products are 113,515 products, but only 41,695 products that have halal certificates by Indonesian Ulama Council. This means that only 36.73 percent of products in Indonesia have been registered Halal by Indonesian Ulama Council (Hakim, 2011). Entrepreneurs of small medium enterprises (SMEs) in food business in Indonesia who have heard of halal hub, have the intention to applying Halal certification for their food products, while Halal certificate for their product(s), self done record keeping and attained a certain level of education have significant different responses towards the Halal certification process (Mohani et al , 2013). Mohamed, Shamsudin and Rezai (2013) indicated that consumers are sensitive to the fact that any false information may result in the loss of their confidence level and it would also affect their intended purchasing decisions. Alam and Sayuti (2011) explain that it is necessary to have high understanding and knowledge as consumers to be able to choose halal foods. Nayga (1999) concluded that the behavior of reading the label is influenced by the perceptions and belief of a person. Religion is one of the indicators that can be used to determine the attitudes, values and behavior of a consumer because religion is the most important factor in a culture. Religion plays an important role in influencing consumer behavior (Mukhtar and Butt, 2012; Khraim, 2010). The above description showed lack of awareness, knowledge, and values of consumers in choosing and using a product. Especially Muslim consumers should pay attention of their consuming foods. Basically, many Muslim consumers were still eating foods that have not hold halal label on it. This is certainly a problem, because Muslims have to follow a set of dietary prescriptions, which is halal dietary (Jusmaliani, 2009). Therefore, the aims of this study was to: (1) analyze the differences of

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knowledge, religiosity values, attitudes, and behavior of reading the label halal food products from the perspective of gender, (2) analyze the influence of respondent characteristics, family characteristics, knowledge, religiosity values, and attitudes of respondents in reading the halal label on food products, and (3) analyze the influence of respondent characteristics, family characteristics, the knowledge, religiosity values, and attitudes towards nutritional information labels reading behavior.

Literature Review According to Rahman et al., (2011), a good knowledge was influenced by the experience of information exposing about halal products. Rajagopal et al., (2011) in his study showed that the respondents that aware of the concept of halal still have low awareness and knowledge regarding of labeling and halal certification. Values and beliefs affected on how and what products that selected by the consumer. Jusmaliani and Nasution (2009) indicated that behavioural control and availability of halal meat have significant impact on intention to eat halal meat. Values shared by groups will affect consumer behavior (Rehman and Shabbir, 2008; Karayanni, 2010). Based on research by Senarath and Karunagoda (2012), 87.0 percent of respondents read the label on the package every time. There are 93.0 percent of respondents said that reading food labels is important, but only 12.0 percent of the 93.0 percent of respondents who read the label. Davies, MacPherson, and Froud (2010) stated that 52.0 percent of consumers in the UK read food labels. In this case the female consumers read food labels more often compared to men. In addition, there are many factors that influence the behavior such as read safety labels, country of origin, quality, labeling ethical, genetic modification information, and logo. Nayga (1999) research results showed that the behavior of reading the label was influenced by the perceptions and beliefs of a person. Behavior of reading the label is an action before someone decides to purchase some products. Socio-economic conditions and education will affect personal perception of the importance of reading labels.

Yun Ma (2005) stated that the knowledge of consumers had different effects on their behavior, such as searching product information. Hong and Sternthal (2010) also stated that consumers who have more knowledge would affect the evaluation of the product attributes. Religiosity value is a personal commitment to religion as reflected in two aspects, cognitive and behavioral (Khraim et al., 2011). Mokhlis (2008) stated that religiosity would affect goals in life and personal responsibility to god, self, and others. The effects of religiosity on consumer behavior depends on personal level of religious commitment, or how important the values of religion in someone’s life. Religiosity may influence a person either cognitive or behavior. Study of Jamal and Sharifuddin (2014) concluded that religiosity have a positive relationship with intentions. Religiosity moderates the relationships between horizontal collectivism and intentions. Perceived value associates positively only with intentions to patronize stores and religiosity moderates this link. Kahle et al., (2005) stated that the research on the value of religiosity was not widely raised in consumer research. However, some research raised religiosity to explain consumer behavior. It is caused by the assumption that religion and religiosity are the basis of social values in the society. Religiosity can be measured as a cognitive attitude of a person where the value of an individual religiosity may vary in accordance with their interests. Several studies have reported that religiosity is a factor that affected personality and behavior. Religiosity is also part of the strategy to adjust in certain circumstances. To measure the dimensions of religiosity, there are two approaches, i.e., internal religiosity and external religiosity. Knowledge can influence consumer attitudes of a product (Retnaningsih, Utami, and Muflikhati, 2010). Hamdan et al., (2013) stated that knowledge (familiarity) of the processed foods was identified as the most influential factor in determining the purchasing decision among Muslim consumers. Karayanni (2010) also stated that there was a significant relationship between the value and the information searching process (label reading). In addition, the values held by groups will affect consumer behavior. Gender and education are the sig-

nificant variables that affecting the behavior of reading labels (Hu, Adamowicz, and Veeman, 2006). Burapadaja, Jamroendararasame, and Sanguansermsri (2003) stated that the individual and environmental characteristics influence consumer behavior. Homer and Kahle (1988) stated that the value will affect the attitudes and attitudes will affect behavior. The hypothesis of this study was the knowledge would affect the religiosity value of religiosity and attitudes. Furthermore, the religiosity value and attitudes expected to affect the behavior. Luthfi and Salehudin (2011) found that Theory of Planned Behavior (TPB) is not completely valid to explain both the behavioral intention of Muslim consumers in Indonesia to seek information about the Halal certification of a product and to cancel their purchase if the product did not have Halal certification. Various socio-economic/demographic and attitudinal characteristics were found to significantly influence the likelihood of the respondents’ degree of confidence in the “halalness” of manufactured food products that carry the Halal logo. The older generation, particularly the rural folk, and those with higher education level and higher level of religiosity seemed to be likely less confident with the Halal labelled food products. Thus, most Malaysians are still unsure or do not have the full confidence in the Halal labelled food products with regard to its “halalness” (Shamsudin & Rezai 2013).

Methods Types of Research This study was using a cross-sectional study that carried out within a certain time on different objects and was not sustainable. This study was using a survey method. This study was located at the Bogor Agricultural University (IPB) campus in Dramaga, Bogor. The choice of research location was conducted intentionally based on the consideration that the IPB is one of the institutions in Indonesia, which play an active role in the development of food and agriculture through research and dissemination of information. In addition, the IPB students were taking many food products, especially products with more practical form of packaging. ASEAN MARKETING JOURNAL December 2014-Vol.VI- No.2- 65-76

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Population and Sample

Instrument and Scale

The population in this study was active undergraduate students (S1) of IPB and actively in the third, fifth, and seventh semester in academic year of 2013-2014. Total population in this study was 540 students. Respondents’ selection technique was using probability sampling, i.e., multistage random sampling based on nine faculties available at Bogor Agriculture University and based on gender. Nine faculties at Bogor Agricultural University, including the Faculty of Agriculture, Faculty of Veterinary Medicine, Faculty of Fisheries and Marine Sciences, Faculty of Animal Husbandry, Faculty of Forestry, Faculty of Agricultural Technology, Faculty of Mathematics and Natural Sciences, Faculty of Economics and Management, and Faculty of Human Ecology. Based on Slovin’s formula, the amount of respondents should be 385 students as a minimal amount of respondents to be used in this research. The amount of respondents that were taken in this research was 400 students to minimize an error in data collection process. To decide the amount of respondents in each faculty, the propotional method was used. Proportion determination of respondents for each faculty was decided based on total student population of each faculty.

The analysis was using descriptive and inferential. Descriptive analysis was used to identify the individual characteristics and the characteristics of the family. Knowledge variables were measured through 15 statements using a Guttman scale with two assessments with score one (1) and score zero (0). Values variable in this study were measured using an instrument developed by Huefner et al., (2002). Values variable consisted of 20 questions and measured using a Likert scale with four assessments, which strongly disagree with score one (1), does not agree with a score two (2), agrees with score three (3), and strongly agree with score four (4). Attitude variable in this study were measured using instruments developed by Permatahati (2013), adapted from Simanjuntak (2014). Attitude variable declaration consists of 10 items measured using a Likert scale with four assessments, which strongly disagree with score one (1), does not agree with a score two (2), agrees with score three (3), and strongly agree with score four (4). Label reading behavior variable consisted of 15 items measured statements using a Likert scale with four assessments, i.e., never with score (1), rarely with score two (2), often with score three (3), and always with score four (4).

Data Types and Data Collection Techniques Primary and secondary data were taken in this study. The primary data obtained from the self-report of respondents by using questionnaire that contains the variables examined in the study. These variables include intrinsic factors (age, sex, allowance, religion, family income, parental employment, parental education levels, and parental dependents), extrinsic factors (got information about label, attending the class of consumer subject and attending the class about label), knowledge, religiosity values, attitudes, and the halal label reading behavior. Secondary data obtained from other relevant parties such as the Directorate of Education Administration about the number of active students population at IPB in academic year of 2013-2014 and other information, such as books, journals, or other literature related to the research topic.

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Instrument Test Index of each variable was categorized into four categories include very less (score≤25), less (25 ≤score≤50), good (50 ≤score≤75), and excellent (score> 75). Instrument’s reliability for knowledge was 0.657 by removing nine statements, yielded 15 valid statements with validity value between 0.061 to 0.455. Reliability of value variables was 0.911 with 20 valid statements and validity value between 0.241 to 0.771. Reliability of attitude was 0.816 with 10 valid statements and the validity ranged between 0.384 to 0.726. Reliability of halal label reading behaviour was 0.8250 with 20 valid statements and validity value ranged from 0.352 to 0.670. Data Analysis Methods Data processing was performed using Microsoft Excel and Statistical Package for Social

Table 1. Distribution and statistical level of knowledge about the halal labeling Knowledge about the halal labeling Very poor (score ≤ 25) Poor (25
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