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Explaining Halal Chocolate Purchase Intention Among Muslim Young Adults In Malaysia

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dc.contributor.authorWan Rasyidah Wan Nawangen_US
dc.contributor.authorSyadiyah Abdul Shukoren_US
dc.contributor.authorAmalina Mursidien_US
dc.contributor.authorAnita Ismailen_US
dc.date.accessioned2024-05-30T01:46:05Z
dc.date.available2024-05-30T01:46:05Z
dc.date.issued2023
dc.date.submitted2023-12-28
dc.descriptionVOL. 8 NO. 2en_US
dc.description.abstractChocolate, a timeless household staple, remains a popular guilty pleasure enjoyed by people of all cultures and ages, enduring both good and bad times, and remains a timeless and appealing choice. While everyone loves chocolate, Muslims are only allowed to consume Halal chocolate due to religious obligations. Halal chocolate is becoming increasingly popular as consumers develop a greater awareness of Halal foods and the benefits associated with them. Using the Theory of Planned Behaviour (TPB), this study examines the intention to purchase Halal chocolate among Muslim young adults in Malaysia. A total of 204 Muslims aged 18 to 34 participated in an online survey distributed through various social media platforms using Google Forms. Multiple regression analysis was performed to analyse the data. The results show that attitude, subjective norms, and perceived behavioural control significantly influence the intention to purchase Halal chocolate among Muslim young adults in Malaysia. Theoretically, this study adds to the limited existing literature on Muslim consumers' Halal chocolate purchasing intentions and the robustness of the TPB in explaining purchase intention. Practically, this study assists the Halal chocolate producers, manufacturers, importers, and exporters to engage with their Muslim consumers to promote the consumption of Halal chocolate in the country.en_US
dc.identifier.citationWan Nawang, W. R., Abdul Shukor, S., Mursidi, A., & Ismail, A. (2023). Explaining Halal Chocolate Purchase Intention Among Muslim Young Adults in Malaysia: Menjelaskan Niat Membeli Coklat Halal di Kalangan Golongan Muda Islam di Malaysia. Sains Insani, 8(2), 350-358. Retrieved from https://sainsinsani.usim.edu.my/index.php/sainsinsani/article/view/588en_US
dc.identifier.epage358
dc.identifier.issn0127-7871
dc.identifier.issue2
dc.identifier.spage350
dc.identifier.urihttps://sainsinsani.usim.edu.my/index.php/sainsinsani/article/view/588
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/15270
dc.identifier.volume8
dc.language.isoen_USen_US
dc.publisherUSIM Pressen_US
dc.relation.ispartofJurnal Sains Insanien_US
dc.subjectHalal Chocolate, Young Adult, Muslim, Theory of Planned Behaviouren_US
dc.titleExplaining Halal Chocolate Purchase Intention Among Muslim Young Adults In Malaysiaen_US
dc.title.alternativeMenjelaskan Niat Membeli Coklat Halal di Kalangan Golongan Muda Islam di Malaysiaen_US
dc.typeArticleen_US
dspace.entity.typePublication

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