Template-Type: ReDIF-Article 1.0
Author-Name: Hanefar, Shamsiah Banu Mohamad
Author-Name-First: Shamsiah Banu Mohamad
Author-Name-Last: Hanefar
Author-Email: shamsiah.mhanefar@newinti.edu.my
Author-Workplace-Name: Faculty of Education and Liberal Arts, INTI International University, Malaysia
Author-Name: Osman, Ismah
Author-Name-First: Ismah
Author-Name-Last: Osman
Author-Email: ismah817@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
Author-Name: Mohammad, Suleiman Ibrahim Shlash
Author-Name-First: Suleiman Ibrahim Shlash
Author-Name-Last: Mohammad
Author-Email: dr_sliman@yahoo.com
Author-Workplace-Name: Department of Business Administration, Business School, Al-AlBayt University, Mafraq 25113, Jordan; & Research follower, INTI International University, 71800 Negeri Sembilan, Malaysia.
Author-Name: Basir, Faziatul Amillia Mohamad
Author-Name-First: Faziatul Amillia Mohamad
Author-Name-Last: Basir
Author-Email: faziatulamillia@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
Author-Name: Vasudevan, Asokan
Author-Name-First: Asokan
Author-Name-Last: Vasudevan
Author-Email: asokan.vasudevan@newinti.edu.my
Author-Workplace-Name: Faculty of Business and Communications, INTI International University, Persiaran Perdana BBN Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia.
Author-Name: Ozturk, Ilknur
Author-Name-First: Ilknur
Author-Name-Last: Ozturk
Author-Email: ilknur.ozturk@nisantasi.edu.tr
Author-Workplace-Name: Faculty of Economics, Administrative and Social Sciences, Nisantasi University, Istanbul, Turkiye
Author-Name: Fansuree, Mohd Ehsan
Author-Name-First: Mohd Ehsan
Author-Name-Last: Fansuree
Author-Email: efansuree@uitm.edu.my
Author-Workplace-Name: Faculty of Business and Management, Universiti Teknologi MARA (UiTM), Malaysia
Author-Name: Rinaldi, Muammar
Author-Name-First: Muammar
Author-Name-Last: Rinaldi
Author-Email: muammar@unimed.ac.id
Author-Workplace-Name: Universitas Negeri Medan, Indonesia
Title: The Attitudinal Bridge: How Consumption Values Translate into Purchase Intentions for Viral Halal Food
Abstract: In recent years, viral halal food trends driven by social media have gained increasing popularity among consumers. This study examines the multidimensional factors influencing consumers' purchase intentions toward viral halal food. Drawing on the Theory of Consumption Values, the research investigates the effects of emotional value, epistemic value, and health concerns on purchase intention, with attitude serving as a mediating variable. A quantitative research design was employed using data collected from 241 respondents across diverse demographic groups in Malaysia. Data were analysed using SmartPLS through measurement and structural model assessment, including bootstrapping procedures. The findings indicate that emotional value and health concerns significantly influence both consumer attitude and purchase intention toward viral halal food. Attitude also significantly mediates the relationship between health concerns and purchase intention, suggesting that health-related values need to be internalised into favourable attitudes before driving behavioural intention. In contrast, emotional and epistemic values exhibit direct effects on intention without substantial mediation through attitude. These findings offer strategic implications for Malaysian MSMEs, food marketers, and public health advocates by highlighting that while virality may attract initial consumer interest, sustained participation depends on positive consumer evaluations of value, health, and trust. The study also supports United Nations SDG 12 Target 12.8 by promoting informed consumer choices and sustainable consumption behaviour.
Keywords: Viral Halal Food, Consumption Values, Malaysia, Social Media Marketing, MSMEs
Journal: International Review of Management and Marketing
Pages: 764-774
Volume: 16
Issue: 5
Year: 2026
Month: 07
DOI: 10.32479/irmm.24400
File-URL: https://econjournals.com/index.php/irmm/article/download/24400/10282
File-Format: application/pdf
Handle: RePEc:eco:journ3:v:16:y:2026:i:5:id:24400