Communicating about halal products to non-Muslim consumers – the role of fit and scepticism

Figures & data

Figure 1. Hypothesized model.

Table 1. Statistical information on scales.

Construct/Indicator	Mean	SD	Skewness	Kurtosis	SL	α
Company-halal fit	5.17	1.36	−0.67	−0.09		.83
Halal offers are relevant to COMPANY.	5.62	1.39	−1.04	0.57	.83
Halal offers fit with COMPANY.	4.94	1.67	−0.61	−0.55	.90
Halal offers are appropriate for COMPANY’s brand image.	4.93	1.64	−0.58	−0.53	.86
CSR image	4.52	1.23	−0.26	−0.26		.86
COMPANY shows a high level of social commitment.	4.60	1.34	−0.27	−0.38	.87
COMPANY strives to undertake social responsibility.	4.44	1.38	−0.32	−0.42	.91
As a company, COMPANY fulfils its social obligations towards society.	4.50	1.46	−0.15	−0.55	.87
WOM	3.93	1.57	−0.22	−0.68		.88
I intend to say positive things about COMPANY to friends, relatives, and other people.	3.67	1.69	0.05	−0.92	.91
I intend to recommend to buy products of COMPANY to my friends, relatives, and other people.	4.02	1.83	−0.20	−1.04	.87
I intend to mention unfavourable things about COMPANY to my friends, relatives, or other people. (R)	4.09	1.71	−0.35	−0.83	.92

Note. SL = standardized loadings, α = Cronbach’s alpha, R indicates recoded items. COMPANY was substituted by the name of the retailer.

Table 2. Correlations.

	Company-halal fit	CSR image	WOM	Scepticism regarding motives
Company-halal fit	–
CSR image	.22**	–
WOM	.13	.47***	–
Scepticism regarding motives	−.17*	−.33***	−.16*	–

Note. ***p < .001; **p < .01; *p < .05.

Figure 2. Path model with standardized estimates.

Note. ***p < .001; **p < .01; *p < .05; χ² (2) = 0.15, p = .930, SRMR = .01, RmSEA = 0.00, CFI = 1.00, NFI = 1.00, AGFI = 1.00.

Data availability statement

Data is available at Mendeley Data, doi: 10.17632/svtgj7pn4c.1 (DOI is reserved and will be provided in case of publication).