Abstract
The perception, knowledge, attitude, and behaviour of Muslims are important in determining their purchasing behaviour of halal food products. This study exclusively focused on the purchasing behaviour of young Muslim university students who live independently and hold their purchasing power. The main objective of this study is to investigate the perception, knowledge, attitude, and behaviour of university students towards halal food products in Malaysia. This study has adopted the framework based on Ajzen’s Theory of Planned Behaviour (TPB) that hypothesized three determinants of behavioural intention; attitude, subjective norms and perceived behavioural control with the addition of two other variables; religiosity and ambience. This study has found that all the TPB determinants attitude (r = 0.187, p<0.05), subjective norms (r = 0.266, p<0.01), perceived behavioural control (r = 0.336, p<0.01) including the other two additional; religiosity (r = 0.245, p<0.245) and ambience (r = 0.254, p<0.01) were positively and significantly associated with purchasing intention of halal food products among the students. This study also revealed that families and media play an important role in introducing halal food products to these young consumers. Therefore, it was suggested that the authorities create a positive social norm on halal products among society
Highlights
According to Said and Hasan (2014), in halal concept, the word 'halal' is associated with the word 'good' or can be expressed in the context of the goodness of the things in which any consumables must not contain any unlawful or impure ingredients and free from any forbidden or dirty substance
It was found that all of the respondents who are Muslim university students had heard of halal food products and the majority of them heard it from their family members and media
This study results clearly show that family members play an important role in educating about halal food products
Summary
According to Said and Hasan (2014), in halal concept, the word 'halal' is associated with the word 'good' or can be expressed in the context of the goodness of the things in which any consumables must not contain any unlawful or impure ingredients and free from any forbidden or dirty substance. The main objective of the maqasid syariah is the protection of human beings’ health and body, where food and drinks must be safe for consumption and any harmful products, is forbidden even if there is no prohibiting legal evidence (Said and Hasan, 2014). Any foods or drinks if acquired through illegal means such as theft and robbery is considered haram despite satisfying all the abovementioned conditions (Said and Hasan, 2014). Since halal industry must develop together with solid syariah foundations, Malaysia has strongly focused on the importance of balanced knowledge of both Islamic principles and other essential areas such as food technology and food sciences, biochemistry and microbiology as well as in business administration and marketing (Said and Hasan, 2014)
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