| Summary: | Halal products can form an important market segment worldwide, driven by religious beliefs and health and ethical considerations. Gaining insight into the purchasing intentions of Muslim students can offer valuable perspectives on the potential market size and growth prospects for halal products. Moreover, Malaysia has a sizeable Muslim population, which leads to the widespread availability of halal products. Thus, this study aims to explore and form a mathematical model relationship among explanatory variables to predict the intention of undergraduate Muslim students to purchase halal products. A purposive sampling technique was used to obtain the information, and the data obtained was analyzed using a correlation analysis and multiple linear regression. The results revealed that six explanatory variables were positively correlated with the purchase intention of halal products. However, the intention was significantly influenced by only two variables. The findings also indicate that subjective norms are the most influential factor in determining whether or not someone will purchase a halal product. Finally, based on the research findings, this study provides suggestions for halal industries and entrepreneurs. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
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