Young consumers’ attitude towards halal food outlets and JAKIM's halal certification in Malaysia

The attitude of Muslims on halal food is imperative in determining the Muslims’ behavior towards consuming halal food. There are several studies on consumers’ attitude in purchasing halal food in Malaysia focusing on consumers in general. But less attention is given to young Muslim consumers’ on their attitude of halal food outlets and Malaysia's Department of Islamic Development (JAKIM)’s halal certification. Therefore, this paper focuses on young people who will determine the future of halal industry in this country. The main objectives of this paper are a) to indentify the attitude of young Muslim consumers towards halal food outlets, b) to determine their attitude towards halal certification issued by JAKIM and c) to identify the relationship between subjective norm and perceived behavioral control towards the attitude of young consumers in choosing halal food outlets. The framework of consumers’ attitude in this study is based on the Ajzen's Theory of Planned Behavior which postulates three conceptually independent determinants of behavioral intention: attitude, subjective norm and perceived behavioral control. Data were collected through self administered questionnaires and the respondents comprised of Muslim students between 16 and 35 years old from Higher Learning Private Institutions. The findings of this study revealed young Muslims’ positive attitude towards halal food outlets and JAKIM's certification. However, the subjective norms have less significant influences compared to attitude and behavioral control of young consumers in choosing halal food outlets. The study suggests that to increase positive attitude of Muslim consumers, relevant bodies and media should augment the promotion and publicity of halal certification issued by JAKIM to increase awareness among young Muslim consumers in Malaysia. Future research may look into the relationship between the three independent variables of the Planned Behaviors Theory towards young consumers’ intention to choose halal food products in different geographical locations in Malaysia.