This study dealt with the Meta analytical review of Halal food articles based on TPB and TRA. Since 1990’s Halal food driven studies have been done, particularly from last decade the application of TPB has been increasing extensively. Intention to purchase Halal food effectively determines by TPB model and this fact is supported by many previous researches.
Systematic literature identifies 17 eligible studies for Meta analysis in line with inclusion criteria (included studies of Halal food based on TPB and TRA). Utility of TPB and TRA examined by recording correlation and regression values among the variables of these theories.
This meta-analysis provides a new literature review on the studies which were scattered. The first step in this process was the description of inclusion criteria for studies to include in this review .Number of papers were empirically studied from 1990-2017 that were based on TPB and TRA in the context of Halal food consumption and purchasing. In this meta-analytic study, universal database and leading academic, peer reviewed highly impact factor journals were included for the review process.
Statistical analysis were conducted by using Comprehensive Meta Analysis (Version 2.0) software. Across studies Meta correlation analysis shows that intention had the strongest relationship with subjective norms (r = .77) followed by Perceived Behavioral control (r = .61) and Attitude (r = .43). Perceived Behavioral control had a stronger relationship with intentions compared with perceived control (r= .16). Habit and Practical barriers had negative relationship with intentions (r = -.06 and -.067, respectively).
The results of Meta regression analysis reveals that Subjective norms show the largest regressive impact on intention to purchase and consumption of Halal food. While Attitude and Perceived Behavioral control shows medium size regressive impact on Intention.
Furthermore Meta correlation and regression results reveals that Perceived availability-Intention, Motivation to comply-Intention, Habit-intention, are not statistically significant and are not correlated and had no regressive impact on intention to consume or purchase Halal food.
TPB and TRA both model are appropriate in determine the consumption behavior or purchasing intention but TPB model seems to be more appropriate for Halal food consumption and purchase intention, as it includes Perceived Behavioral Control. In addition, inclusion of external variables in the framework of TPB increases the validity of TPB. Recommendations for future research includes targeting subjective norms, perceived behavioral control ,attitude, Brand and Halal certification relationships with intentions to increase the purchasing and consumption of Halal food and Meta analysis of other theoretical frame work needed in the context of Halal food.