Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia

Abstract

Halal food production is a crucial sector for Muslims, especially Generation Z, who spend time eating in stalls and restaurants instead of eating homemade food. This tendency is higher than in the previous generation. Thus, this study aims to estimate the factors influencing the purchase intention of halal food for Generation Z Muslims in Indonesia. This quantitative study uses a questionnaire distributed randomly online to 352 respondents. Data analysis and hypotheses were examined using the structural equation model (SEM) approach. The results show that religious belief, exposure, and health reasons are essential in increasing halal awareness. Meanwhile, halal awareness and knowledge positively contributed to increasing interest in buying halal food. On the other hand, Islamic brands do not affect the buying interest of Generation Z Muslims in halal products. This shows that Islamic brands in the food sector have no impact on Generation Z Muslims in a Muslim-majority country like Indonesia. This also confirms previous studies conducted in Muslim-majority countries such as Saudi Arabia that Islamic brands do not increase interest in buying halal food. This is because they are used to buying food without seeing the Islamic brand as long as it is halal. However, this result may be different if Muslims live in a non-Islamic country since Islamic branding can provide a comfortable feeling for Muslims in a non-Islamic country.

Effective Microorganisms as Halal-Based Sources for Biofertilizer Production and Some Socio-Economic Insights: A Review

“…According to earlier research conducted in Muslim-majority nations such as Saudi Arabia, Islamic brands do not increase interest in purchasing Halal food. This finding was confirmed by Febriandika et al [ 1 ]. This is so they can continue to purchase Halal food without seeing the Islamic brand.…”

“…Muslims, especially Generation Z members, who prefer eating in stalls and restaurants rather than at home, must prioritise Halal food production [ 1 ]. According to earlier research conducted in Muslim-majority nations such as Saudi Arabia, Islamic brands do not increase interest in purchasing Halal food.…”

“…Those food items with Halal certification are named as Halal foods. The connection between Halal certification and food can be easily found in the literature [ 1 , 2 , 3 , 4 , 5 , 6 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 , 53 , 54 , 55 , ...…”

“…Certification also provides opportunities for merchants to establish operational and product differentiation strategies concentrating on other attributes beyond pricing such as convenience, providing variety, consistency, quality, and safety [ 23 ]. The concept, definition, or understanding of Halal food is reviewed based on the papers cited above [ 1 , 2 , 3 , 4 , 5 , 6 , 7 , 8 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 , 17 , 18 , 19 , 20 , 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 , 45 , 46 , 47 , 48 ] with special discussion given to Halal certification.…”

Unlocking Customer Satisfaction of Halal Restaurant in South Korea through Online Review Analysis

“…As a result, the clusters between CONCOR and factor analysis were able to be correlated; for instance, "halal cuisine" with "halal cuisine", "Islamic dining" with "Islamic dining", "food menu" with "food menu", and "value" with "value". Islamic dining and halal cuisine are quite familiar, but the word clustering is not the same, halal cuisine focuses on the name or type of food, as stated in a previous research study that "All Muslims are obliged to consume halal cuisine", which implies that cuisine refers to "food" [70] . Meanwhile, the Islamic dining cluster places more emphasis on the experience or activities of Muslim or Islamic people while they are eating [71] .…”