Symmetrical and asymmetrical techniques to intention: Evidence from the halal food sector

This study aimed to explore the relationships among authenticity of halal certificate, halal food availability, halal food trust, attitude, halal food skepticism, halal food knowledge, and intention within the halal food sector, with PLS-SEM and fsQCAs. The quantitative method included a survey questionnaire to gather customers’ perception. A simple random technique was employed to gather data, and 378 questionnaires were analyzed. The measurement and structural model were developed using PLS-4 and fsQCA. The study findings showed that authenticity of halal certificate and halal food availability positively influence intention, while halal food trust and attitude partially mediate relationships. Conversely, halal food skepticism has a significant negative effect, whereas halal food knowledge has a significant positive influence on intention. This study is innovative in that it uniquely integrates the authenticity of halal certificates and halal food availability into a new model of intention, employing both PLS-SEM and fsQCA to validate the findings.