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

  • Received September 26, 2022;
    Accepted December 29, 2022;
    Published January 16, 2023
  • Author(s)
  • DOI
  • Article Info
    Volume 19 2023, Issue #1, pp. 13-25
  • Cited by
    12 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

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.

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    • Figure 1. Research model
    • Table 1. Research constructs and their relative questions
    • Table 2. Measurement model
    • Table 3. Discriminant validity
    • Table 4. Confirmatory factor analysis
    • Table 5. SEM results for testing the hypotheses
    • Conceptualization
      Nur Rizqi Febriandika, Vamel Wijaya, Lukmanul Hakim
    • Methodology
      Nur Rizqi Febriandika
    • Software
      Nur Rizqi Febriandika
    • Supervision
      Nur Rizqi Febriandika, Lukmanul Hakim
    • Validation
      Nur Rizqi Febriandika, Vamel Wijaya, Lukmanul Hakim
    • Writing – original draft
      Nur Rizqi Febriandika, Vamel Wijaya
    • Writing – review & editing
      Nur Rizqi Febriandika
    • Investigation
      Vamel Wijaya