Behavioral Influence on Halal Food Consumption of Millennial Consumers

Abstract

Halal has caught the interest of consumers worldwide, both Muslims and non-Muslims. The concepts and principles, however, were little understood, and the research was limited to Muslims. Hence, the study on the behavioral influence of halal food consumption was conducted considering two religions and the millennials. The validated and pre-tested survey instruments were distributed in selected cities and municipalities of the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), Philippines with a total of 536 participants. Following the standards of analysis, IBM SPSS software version 22 was used to analyze the 519 valid questionnaires. Six stages of CB-SEM were employed, providing TPB models that were in good fit considering the satisfaction of measures. Findings revealed that the proposed measurement model was confirmed to be applicable in the local setting, and the proposed structural model was significant and acceptable. The re-specification generated the knowledge, subjective norms, and attitudes positively related and statistically significant to the intention to buy. The results also showed that the intention to buy and all variables pertaining to it highly explained the halal food consumption of millennials. The government and schools were encouraged to collaborate to intensify the promotion of halal food products and sustain the appreciation of consumers.