Investigating the Impact of Factors Affecting the Development of Halal Brand Food Exports : Structural Formulation Approach

The development of halal brand exports is one of the important strategies that is important in the country's economic programs and plays an important role in currency exchange. In the past few years, the demand for halal branded products in Islamic and non-Islamic countries has increased significantly. As the awareness of the Muslim population of the world and non-Muslims who want more guarantees about food safety and quality products increases, the foreign trade of halal food products is increasing. Therefore, consumers of halal food products pay attention to the preparation of products with halal brand and choose the product based on awareness. Exporters of halal-branded food products should not only pay attention to customers and competitors in foreign markets, but should also consider factors such as health factors, religious factors, behavioral factors and marketing factors. Therefore, in this study, we try to examine the factors mentioned above. For this purpose, first a questionnaire was designed and then through interviews with exporters of food products of halal brand in East Azerbaijan province, information was collected and finally using structural equation method (SEM) and stata software these factors are analyzed.The results obtained from the model indicate that all health, religious, behavioral and marketing factors have a significant impact on the export of halal food products. Among the 4 factors affecting the export of halal food products, marketing factors have the greatest impact on the export of halal food products compared to other factors. Also, the hygiene of the product from health factors, the transparency of the production process from behavioral factors, advertising and proper brand introduction in the marketing factors and the way of presenting the halal product and the halal brand from the religious factors have the greatest impact on the export of halal brand food products.