The halal label Morocco and the commitment of the Moroccan consumer on the national market

Abstract

The objective of this paper is to study the influence of the cognitive perception of the Moroccan halal label LHM on the commitment of the Moroccan consumer towards the products labeled by the LHM. For this purpose, a questionnaire survey was conducted with a sample of 84 Moroccan consumers. A structural equation analysis using the Partial Least Squares approach by SmartPLS was performed. The results achieved indicate, on the one hand, that knowledge and trust have no influence on consumer commitment to the products labeled by the LHM. On the other hand, the consumer's sustained involvement has a positive influence on his commitment to the products labeled by the LHM.