Analysis of Gen Z Muslims' interpersonal behavior in halal food purchasing in Indonesia

Abstract EN

This study provides a new perspective for halal food suppliers to consider consumers' interpersonal influences to increase purchase intensity.

The study, as far as the authors are aware of, will be one of the first to examine halal food purchase intention among Gen Z Muslims using the theory of interpersonal behavior, and it could serve as a reference for the authorities to encourage the provision and campaigning for halal-certified food.

Previous research indicates that planned behavior has an influence, particularly on the intention to purchase halal food products among Muslim millennials.

However, it has yet to be proven that interpersonal behavior affects halal food purchase among Gen Z Muslims.

This research attempts to analyze the relationship between interpersonal behaviors towards halal food purchasing among Gen Z Muslims to determine if this relationship exists.

Out of the 1,639 responses collected in the survey, this research uses 1,622 responses from Gen Z Muslim consumers in Indonesia for further analysis.

The data analysis was conducted using partial least squares method to verify the relationship between the variables.

The research found out that halal food purchasing is directly influenced by purchase intention, facilitating conditions and habit.