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Abstract
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The increase in demand for Halal and green foods, which is the inclination of their final costs, has highlighted the need to scrutinize the pricing for these products. This study aims to measure the effect of differences in price levels, Halal label, and green label on the purchase intention of Halal organic food. The present study is an experimental study. As a between-subject study, the experiment is 2 (price level: high vs. low) × 2 (green label: green vs. non-green) × 2 (Halal label: Halal vs. non-Halal). The findings indicated that the difference between price levels of the Halal/non-Halal pair leads to a difference in the intention to purchase. Furthermore, the difference between price levels of the green/non-green feature leads to a difference in the intention to purchase. As a result, price, Halal, and green label interact with the purchase intention of Halal organic food. Business owners and marketers could employ the findings of this research in determining the appropriate price levels of products with differing green and Halal features to improve the purchase intention of potential customers. This is the first study to examine the effect of price on green and halal products.
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