Comparative Analysis of Halal Consumer Behavior in Indonesia, Malaysia, and Nigeria: A Theory of Planned Behavior Perspective
DOI:
https://doi.org/10.66277/jsm.1.1.295Keywords:
halal consumer behavior; , comparative study; , Theory of Planned Behavior; , Indonesia; , Malaysia; , NigeriaAbstract
The halal industry continues to expand across Muslim-majority nations, yet comparative investigations into how social, cultural, and structural factors shape consumer behavior remain scarce. This study aims to analyze how infrastructure readiness, social inequality, economic factors, and cultural values influence halal consumer behavior in Indonesia, Malaysia, and Nigeria using the Theory of Planned Behavior (TPB) framework. A qualitative comparative literature review was conducted through structured searches in Scopus, Web of Science, and Google Scholar for publications between 2015 and 2024, following a three-stage screening process that yielded 54 sources for thematic analysis. The findings reveal that Malaysia demonstrates the most balanced halal ecosystem across all three TPB constructs, attitude, subjective norms, and perceived behavioral control. Indonesia shows robust attitudinal and normative drivers but faces structural constraints in perceived behavioral control, particularly in rural areas. Nigeria, despite strong community-based subjective norms, struggles with the lowest perceived behavioral control due to weak infrastructure, regulatory fragmentation, and economic inequality. This study provides a comparative framework for policymakers, recommending that Nigeria prioritize establishing a national halal certification body, Indonesia bridge urban-rural access gaps, and Malaysia maintain certification standards while expanding halal literacy programs.
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