Gen Y consumers’ intention to purchase halal food in Malaysia: a PLS-SEM approach
Purpose This study aims to investigate factors that influenced Malaysia’s Gen Y consumers’ behavioral intention to purchase halal food in Malaysia. Design/methodology/approach A quantitative method was adopted in this study and responses were obtained from 110 Gen Y consumers in Malaysia. Findin...
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Emerald Publishing
2019
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| Summary: | Purpose
This study aims to investigate factors that influenced Malaysia’s Gen Y consumers’ behavioral intention to purchase halal food in Malaysia.
Design/methodology/approach
A quantitative method was adopted in this study and responses were obtained from 110 Gen Y consumers in Malaysia.
Findings
Using partial least squares structural equation modeling (PLS-SEM), the results showed that subjective norms and perceived behavioral control influenced behavioral intention among Gen Y consumers to purchase halal food, while attitude did not play a significant role in the purchase of halal food products among Gen Y consumers.
Research limitations/implications
This study adopts a cross-sectional research design and examines the opinions of consumers at only one point in time. Future research also may look upon halal awareness toward other products in a broader geographical area and in other different culture. Longitudinal research design and a bigger sample size should be conducted in future to obtain better results.
Practical implications
The result of the study would serve as a reference to Malaysian Statutory bodies and food industry on the current intention of Malaysian Gen Y toward halal food.
Originality/value
Limited researchers have studied Gen Y consumers’ intention to purchase halal food products. |
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