Mediating Effect of Halal Logo on Purchase Intention the Food Items in Pakistan A Causal Mediation Analysis by Using R Language
Keywords:
Halal logo, sales promotion, purchase intention, R languageAbstract
Halal logo has created more awareness among consumers because they check halal logo or halal certificate if they see different manufacturer country or if the product is imported from foreign countries. Demand for halal foods are increasing among Muslims and non-Muslims due to its purity. Purpose of the study is to examine the role of halal logo as mediator between sales promotion and intention to purchase the food items in Pakistan. Primary data was collectedwith the help of questionnaire with Likert scale consisted on 5 points. Sample size is 163 students from Lahore based universities. R language is used for causal mediating analysis for measuring the relationships between sales promotion (independent variable), halal logo (mediator variable) and purchase intention (dependent variables). After run R-mediation program for simulated data with ρ = 0, a significant indirect effect of halal logo on the relationship between sales promotion and purchase intention of food items has been found. Halal logo has a significant mediating effect on the relationship.References
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