Gen Y consumers’ intention to purchase halal food in Malaysia: a PLS-SEM approach

• 出版年: Journal of Islamic Marketing
• 第一著者: 2-s2.0-85065012768
• フォーマット: 論文
• 言語: English
• 出版事項: Emerald Group Holdings Ltd. 2019
• オンライン･アクセス: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85065012768&doi=10.1108%2fJIMA-08-2018-0136&partnerID=40&md5=aaced5cb0432f088333fcb4b32944625

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. © 2019, Emerald Publishing Limited.