Generation Z’s awareness of eating at halal certified restaurants

Nitty Hirawaty Kamarulzaman, . and Hazwani Ahmad Tarmizi, . and Syamim Mahirah Misri, . (2020) Generation Z’s awareness of eating at halal certified restaurants. Malaysian Journal of Agricultural Economics (Malaysia), 29 (1). pp. 1-16. ISSN 2756-8288

Halal food indeed remains the main concern among consumers when they decide to eat outside. As there are many different approaches in choosing a restaurant among consumers especially the youngsters, the halal status of these restaurants usually raises some critical issues particularly on ingredients used, halal certification, and logoissuance. Hence, this study was carried out to investigate the level of awareness among Generation Z (Gen Z) towards eating at halal certified restaurants, to examine the association between socio-demographic profiles of Gen Z and level of awareness towards eating at halal certified restaurants and to determine factors that influence Gen Z towards eating at halal certified restaurants. Data was gathered via a self-administered questionnaire survey with 1,050 Gen Z respondents. Descriptive analysis, Chi-squareanalysis, and factor analysis were used to analyse the data. The results revealed that a low level of awareness was found among Gen Z towards eating at halal certified restaurants with an average mean score of 3.809. The results also showed a few socio-demographic profiles to have associations with the awareness level towards dining at halal certified restaurants. Five factors were revealed to influence Gen Z towards eating at halal certified restaurants namely, halal certification and logo, religious responsibility, lifestyle, social influence, and attitude. This study concludes that Gen Z should increase their level of awareness towards eating at halal certified restaurants and this could be feasible by engaging with relevant awareness programs and halal campaigns by social media and community engagement.

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Abstract

Halal food indeed remains the main concern among consumers when they decide to eat outside. As there are many different approaches in choosing a restaurant among consumers especially the youngsters, the halal status of these restaurants usually raises some critical issues particularly on ingredients used, halal certification, and logoissuance. Hence, this study was carried out to investigate the level of awareness among Generation Z (Gen Z) towards eating at halal certified restaurants, to examine the association between socio-demographic profiles of Gen Z and level of awareness towards eating at halal certified restaurants and to determine factors that influence Gen Z towards eating at halal certified restaurants. Data was gathered via a self-administered questionnaire survey with 1,050 Gen Z respondents. Descriptive analysis, Chi-squareanalysis, and factor analysis were used to analyse the data. The results revealed that a low level of awareness was found among Gen Z towards eating at halal certified restaurants with an average mean score of 3.809. The results also showed a few socio-demographic profiles to have associations with the awareness level towards dining at halal certified restaurants. Five factors were revealed to influence Gen Z towards eating at halal certified restaurants namely, halal certification and logo, religious responsibility, lifestyle, social influence, and attitude. This study concludes that Gen Z should increase their level of awareness towards eating at halal certified restaurants and this could be feasible by engaging with relevant awareness programs and halal campaigns by social media and community engagement.

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Item Type:	Article
AGROVOC Term:	restaurants
AGROVOC Term:	ingredients
AGROVOC Term:	eating disorders
AGROVOC Term:	awareness-raising
AGROVOC Term:	attitudes
Geographical Term:	Malaysia
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	22 Apr 2026 06:06
Last Modified:	22 Apr 2026 06:06
URI:	http://webagris.upm.edu.my/id/eprint/3813

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