Abstract
The purpose of this paper is to develop a conceptual framework that provides insights and aids in understanding the factors that influence consumers’ intention to purchase halal food among Gen Z in Malaysia. This concept paper explains the relationship between attitude, subjective norms, and perceived behavioural control towards purchase intention on halal food among Gen Z in Malaysia. Based on an extensive literature review, this paper proposes a conceptual framework for understanding the relationship and relevant insights on its development. The study uses a descriptive research approach in order to gain fruitful insights as well as to explain the relationship between attitude, subjective norms, and perceived behavioural control that influence purchase intention on halal food among Gen Z in Malaysia. A structured questionnaire will be given to the respondents in assessing their purchase intention on halal food. The results of this study discovered the importance of consumers’ purchase intention of halal food products. It is hoped that this paper would serve as a reference to Malaysian Statutory bodies and halal food industry specifically on the current purchase intention of halal food among Malaysia’s Gen Z. Keywords: Attitude; Gen Z; Purchase Intention; Perceived Behavioural Control; Subjective Norms
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
More From: Journal of Islamic Philanthropy and Social Finance
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.