his research examines the relationship between halal food knowledge and purchase
intention among non-Muslim consumers in Indonesia, focusing specifically on
Christians and Catholics. As Indonesia's halal food consumption continues to grow,
understanding how religious minorities perceive and integrate halal practices is
essential because minorities hold economic and social power. The study explores the
influence of halal knowledge on attitudes, subjective norms, and perceived behavioural
control, which in turn shape purchase intention. Using the Theory of Planned Behavior
(TPB), the research employs a quantitative approach, utilising SmartPLS version 4 to
examine the collected data from 513 respondents through an online survey. The
findings indicate that halal food knowledge significantly influences attitudes,
subjective norms, and perceived behavioural control, mediating purchase intention.
The results contribute to the limited research on non-Muslim consumers' interactions
with halal products, offering insights for businesses aiming to expand into diverse markets regarding marketing communication. Additionally, the study highlights the
role of cultural and religious sensitivities in shaping consumer behaviour in Indonesia's pluralistic society.