ISSN: 2222-6990
Open access
This research seeks to examine the factors influencing the repurchase behavior of halal-labeled food, focusing specifically on the roles of literacy, awareness, and consumption intentions regarding halal products. A quantitative approach was employed, utilizing in-depth questionnaires distributed to informants selected through purposive sampling, a sample of 100 respondents from the Thai community. The findings reveal that literacy and awareness significantly impact repurchase decisions, while awareness also influences purchase intentions for halal food. However, purchase intentions do not directly affect repurchase decisions for halal-labeled products.
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