The Role of Education Level in the Buying of Halal Food among Ghanaian Millennials
Purpose: The objective of this work is to measure Ghanaian Muslim millennials’ buying decision of halal food by introducing available information variables into the construct of the theory of planned behaviour research framework and level of education level as a moderating variable. Design/Methodology/Approach: There were 570 questionnaires that were disseminated to attain responses from Ghanaian Muslim millennial consumers. PLS was used for the structural equation modelling on multi-group analysis. Findings: Level of education influences the buying decision of Ghanaian Muslim millennials on halal food. Practical Implications: Information on the characteristics of halal food must be conveyed carefully as customers with a higher level of education internalize such messages better than a higher level of education customers. Originality/value: The work shows that there is a significant difference in the buying decisions of halal food among the groups.