Students perception knowledge attitude and behaviour towards halal food products in Malaysia

A. Yuniastuti, . and N. Zalbahar, . and A. Azlan, . and S. Sultana, . and S. M. M. Daud, . Students perception knowledge attitude and behaviour towards halal food products in Malaysia. pp. 99-109. ISSN 2550-2166

The perception knowledge attitude and behaviour of Muslims are important in determining their purchasing behaviour of halal food products. This study exclusively focused on the purchasing behaviour of young Muslim university students who live independently and hold their purchasing power. The main objective of this study is to investigate the perception knowledge attitude and behaviour of university students towards halal food products in Malaysia. This study has adopted the framework based on Ajzens Theory of Planned Behaviour (TPB) that hypothesized three determinants of behavioural intention; attitude subjective norms and perceived behavioural control with the addition of two other variables; religiosity and ambience. This study has found that all the TPB determinants attitude (r 0.187 p0.05) subjective norms (r 0.266 p0.01) perceived behavioural control (r 0.336 p0.01) including the other two additional; religiosity (r 0.245 p0.245) and ambience (r 0.254 p0.01) were positively and significantly associated with purchasing intention of halal food products among the students. This study also revealed that families and media play an important role in introducing halal food products to these young consumers. Therefore it was suggested that the authorities create a positive social norm on halal products among society

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Abstract

The perception knowledge attitude and behaviour of Muslims are important in determining their purchasing behaviour of halal food products. This study exclusively focused on the purchasing behaviour of young Muslim university students who live independently and hold their purchasing power. The main objective of this study is to investigate the perception knowledge attitude and behaviour of university students towards halal food products in Malaysia. This study has adopted the framework based on Ajzens Theory of Planned Behaviour (TPB) that hypothesized three determinants of behavioural intention; attitude subjective norms and perceived behavioural control with the addition of two other variables; religiosity and ambience. This study has found that all the TPB determinants attitude (r 0.187 p0.05) subjective norms (r 0.266 p0.01) perceived behavioural control (r 0.336 p0.01) including the other two additional; religiosity (r 0.245 p0.245) and ambience (r 0.254 p0.01) were positively and significantly associated with purchasing intention of halal food products among the students. This study also revealed that families and media play an important role in introducing halal food products to these young consumers. Therefore it was suggested that the authorities create a positive social norm on halal products among society

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Item Type:	Article
AGROVOC Term:	Perception
AGROVOC Term:	Public perception
AGROVOC Term:	Students
AGROVOC Term:	Food products
AGROVOC Term:	Local knowledge
AGROVOC Term:	Behaviour
AGROVOC Term:	Attitudes
AGROVOC Term:	Food habits
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/10805

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