The Effect of Consumption Value on the Use of Packaged Food Products: A Study of Urban Communities in Lampung Province Using Halal Label As Variable

Abstract

The global market size for halal products is increasing, thus making business opportunities even greater. The level of consumption of halal food and beverage products by the global Muslim community in 2013 reached a value of US $1.29 billion, which was an increase of 10.8% compared with the previous year. The estimated value in 2019 had increased to US $2.54 billion, or the equivalent of 21.2% of total world consumption (Indonesian Ministry of Trade, 2015). Indonesia is a country with a Muslim majority population (87%). Indonesia's large Muslim population makes halal lifestyles common. This study aims to proof that consumption value influences the use of packaged food products and Halal labels strengthen the effect of consumption value on the use of packaged food products. The population in this study was people who shopped at the modern market in urban Lampung province in 2019. It is found that the presence of a Halal label was a moderating variable for the functional value and the conditional value. The results of this study showed that consumption values had a statistically significant and positive effect on the use of packaged food products by urban communities in Lampung Province.