Abstract:

Ingredients of Package foods available in Pakistan and across the world has become a problematic issue as it doesn’t have clarity on Haram and Halal. Additionally the literature suggest that consumer have low awareness about the concepts related to Halal and Haram. In view of its significance in Islamic and eastern countries it is important to stimulate or to create awareness on this phenomena. In view of its significance the aim of this study is to measure the effects of Halal awareness, Religious Beliefs, Halal Marketing, Personal Societal Perception and role of Culture. The scope of the work was focused towards the young youth who frequently shops in grocery stores. The sample size for this study was 200 with a response rate of 90%. The mall intercept method is used to collect the data. The constructs were adopted from the relevant and establish literature. It had 6 items related to demographic based on nominal scale. Additionally it had another 15 item related to the objectives of the studies. It was based on 7 point rating scale. After preliminary excess including normality, reliability and validity and multiple regression analysis was carried out to test the derived hypothesis. The study found that Halal awareness was the strongest predictor of purchase intention followed by Religious Beliefs, Halal Marketing, Personal Societal Perception and Role of Culture. This study has taken a narrow perspective with limited number of variables. Future studies could incorporate a higher number of variables. Additionally other studies could incorporates the moderating and mediating roles of demographic and other factors