Why are we eating halal? Using the theory of planned behavior in predicting halal food consumption among Generation Y in Malaysia

This study aims to examine the determinants of urban Generation Y intentions in consuming halal food in Malaysia. Ajzen’s Theory of Planned Behavior is used as a theoretical framework postulates three components which are attitude, subjective norms and perceived behavioral control. Data were collected from 425 Muslims respondents through self-administered questionnaires. The respondents were between 15 to 30 years old residing in Klang Valley Malaysia. Findings of this study demonstrates that the intentions of urban Generation Y consumers in consuming halal food is predominantly influenced by attitude, subjective norms and perceived behavioral control towards halal food. This study extends the insights of the Muslim consumers’ behaviors particularly on urban generation Y Muslims behaviors. The practical implication of this study contributes knowledge to the manufacturers in expanding their market and for governmental organizations to stimulate halal consumption in the country.