Perceptual factors affecting foreign muslim tourists tendency to choose Halal products

Today, Halal brand is not just a religious concept and requirement and is not limited to some specific nationalities. It has become a global symbol for quality guarantee and choosing a certain lifestyle in the realm of business and commerce. On the other hand, Halal as an aspect of Islamic culture has led to a new paradigm in marketing. This study - in form of a comprehensive model- examines perceptual factors affecting the choice of Halal products by muslim tourists traveled to Iran. Considering the purpose, this research, is an developmental one and is considered as descriptive research in terms of nature and method. Data collection performed using questionnaire which is distributed verbal and online. Content and construct validity evaluated. Reliability of the questionnaire was obtained by calculating the coefficients of factor loadings of Cronbach's alpha and composite reliability. Structural equation modeling (SEM) and confirmatory factor analysis (CFA) performed by SPSS and PLS softwares. Results showed that usefulness received and subjective norm has a significant positive impact on the attitude, attitude has a significant positive impact on Halal awareness and tending to choose Halal products, Halal awareness has a significant positive impact on tending to choose Halal products. Besides religious adherence moderates the relationship between subjective norms and attitude and has no such role in the relationship between usefulness received and attitude.