Passenger Intentions Towards Halal Food In Low Cost Carriers: Key Influencing Factors

Abstract

Low cost airline passengers are sensitive towards value for money. They also have their own preferences and perceptions on what encompasses value. This paper discusses passenger intentions to purchase halal food with a specific reference to Malaysia, which has a majority Muslim population (57%). The pur pose of this study is to determine the most influential factors that explain passenger intentions to purchase halal meals when flying with low cost air-lines.Background Inflight meals are one of the services being offered by low cost airlines. Passengers travelling on LCC flights are required to pay for their meals. The relative importance of food choice and its availability in forming passenger satisfaction with low cost carriers is studied and examined. Although low cost carriers have proven to be a major competitor to full service airlines in Malaysia, halal food availability remains one of the major concerns for passengers flying with low cost airlines. A random sample approach was used to select passengers one major air- port located in Kelantan. The passengers were interviewed face-to-face using a structured questionnaire. Factor analysis was applied to explain the factors influencing passenger intentions to purchase halal food during a low cost flight. Contribution This paper highlights the factors which explain passenger intentions towards purchasing halal food while flying with low cost airlines. In Malaysia, halal food has been gaining popularity not only from a religious perspective but also due to other positive perceptions increasingly being held by the public that halal food.