Effect of general risk on trust, satisfaction, and recommendation intention for halal food

The purpose of this empirical study is to investigate the effect of general risk, a multidimensional factor, on halal customer trust, satisfaction and intention to recommend halal food. The study also calculates the mean comparison of trust, satisfaction and intention recommendation across the demographic variables of halal customers. Our results from the structural analysis revealed that general risk has significant and positive effects on trust, satisfaction, and intention to recommend halal food. In addition, the results of the mean difference test advised that satisfaction and intention to recommend halal food are significantly different between male and female customers and that trust significantly varies across halal customers with different educations and marital status backgrounds. This study added a valuable contribution to the current literature of halal food consumption by performing a set of symmetric analytical approaches to assess desired responses from halal food customers.