The Role of Halal Attribute as Halal Product Positioning in Determining Consumer Purchase Intention

This conceptual paper aims to investigate halal product attributes as positioning in determining consumer purchase intention. will review previous literature from marketing and social science perspectives. To focus on the market segment, this study seeks address issue of dimensions that are line with shariah requirements. The elements attribute discovered range safety, purity, ingredient, logo. In context study, it is predicted consumers, Muslims, non-Muslims behave predictably while purchasing food products, proposed by Ajzen 1991. Theory Planned Behaviour be used an underpinning theory clarifies how individual human thoughts or perceptions shaped impacted a person's desire engage particular behaviour. However, does not provide any empirical findings which mark limit research. Keywords: Positioning; Halal product; positioning; attribute; Purchase