Empirical study on the influence of country-of-origin on consumers' perception towards their purchase intention of Malaysia's Halal food products

The country-of-origin (COO) of a product would have an effect on consumers' product evaluation and their subsequent purchase behavior directly and indirectly through beliefs [1, 2 and 3]. Inferences (previous experience and usage of brand) and country of origin (COO) can affect how people evaluate products [4].