Exploring the Relationship Between Attitude, Subjective Norms, Perceived Behavioral Control, and Purchase Intention on Halal Chocolate among Gen Z

Abstract

Halal chocolate is becoming more popular in Muslim countries, including Malaysia. Despite this growth, few studies have been conducted to determine the factors that influence the intention to purchase Halal chocolate. The aim of this study is to examine the relationship between attitude, subjective norms, perceived behavioral control, and Generation Z (Gen Z) Muslims' willingness to purchase Halal chocolate in Malaysia. An online survey was distributed using various social media platforms among 145 Gen Z Muslims aged 18 to 24 years. A correlation analysis was conducted to examine the relationship between the variables. The analysis indicates significant relationship between attitude, subjective norms, perceived behavioral control, and Gen Z Muslims' purchase intentions towards Halal chocolate. This study contributes to a more comprehensive theoretical understanding of Muslim consumers behavior, particularly that of Gen Z Muslims. Practical implications of this study include findings that can be used by Halal chocolate producers and manufacturers to expand their market, as well as by the government and its organizations to encourage Halal chocolate consumption in the country while increasing revenue for the Halal food industry.