Halal Herbal Product Purchase Behavior

Studies on Muslim Consumers During the Covid-19 Pandemic

DOI

10.2991/aebmr.k.210928.014How to use a DOI?

Keywords

halal product, purchase behavior, muslim consumers, the covid-19 pandemic

Abstract

The Covid-19 pandemic affects consumer behavior in choosing and consuming products used to increase endurance, including supplement products. This study aims to describe the purchasing behavior of Muslim consumers towards halal herbal products during the Covid-19 pandemic. An online survey was conducted on 450 consumers of herbal products that are labeled halal in Indonesia with a purposive sampling method in July-August 2020. The results revealed that most respondents began to pay attention to the halal label after the Covid-19 pandemic and they sought information on halal herbal products from Internet. Respondents paid attention to the reputation of the herbal product manufacturing companies before deciding to buy a product. They also prefer herbal products that have a halal label compared to products that are not labeled halal. The increase in consumption of herbal stamina products during the pandemic increased by an average of about 45% compared to consumption before the pandemic. Generally, respondents could not tolerate the increase in the price of halal herbal products during a pandemic. The limitation of this study is related to the effect of consumer characteristics and product characteristics on purchasing decisions, so it is advisable to conduct further research related to the factors that influence purchasing decisions. The results of this study contribute to companies and marketers in understanding consumer behavior during the Covid-19 pandemic or during the relevant health crisis.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Humam Santosa Utomo
PY  - 2021
DA  - 2021/09/30
TI  - Halal Herbal Product Purchase Behavior
BT  - Proceedings of the 3rd Annual International Conference on Public and Business Administration (AICoBPA 2020)
PB  - Atlantis Press
SP  - 65
EP  - 68
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210928.014
DO  - 10.2991/aebmr.k.210928.014
ID  - Utomo2021
ER  -