Factors Influencing Young Customers’ Purchase Intention for Ready-to-Eat Halal Food Products in Pattani Province

Abstract

Halal food, as part of the "Halal Economy", was found to be suitable for all consumers, including non-Muslims. The COVID-19 pandemic has significantly impacted consumer food purchasing habits, particularly for Ready-to-Eat (RTE) foods. Young Muslim consumers under 30, who make up 60% of the global Muslim population, are expected to demand Halal food that promotes ethnic cuisine, including prepared and RTE options. This research aimed to determine the factors influencing the purchase intention of RTE Halal food products among young consumers in Pattani Province, Thailand. A cross-sectional design was employed using an online survey distributed to young consumers. Data analysis involved descriptive and bivariate analyses, with a multiple linear regression model used to examine the relationship between dependent and independent variables. Results showed that religious beliefs, education level, attitudes toward Halal quality, and perceptions of the Halal logo significantly influenced young consumers' intentions to purchase RTE Halal food products in Pattani Province. Non-Muslim youth generally had lower purchase intentions for these products than their Muslim counterparts. Young consumers with only a high school education or lower tended to be less interested in purchasing RTE Halal food products than those with bachelor's degrees. However, the study has limitations, including a small sample size, the discrepancy between respondents' perceived knowledge of Halal and their actual understanding, and external validity concerns. Recognizing these limitations could help improve interpretation and guide future research directions.