How education level polarizes halal food purchase decision of Indonesian millennials

Abstract

Purpose The purpose of this paper is to evaluate Indonesian Muslim millennials’ decision-making process in purchasing halal food by introducing knowledge variable into the theory of planned behavior framework and education level (EL; i.e. low vs high) as the moderating variable. Design/methodology/approach There were 400 questionnaires that were distributed to obtain responses from Indonesian Muslim millennials consumers. SmartPLS was used as the structural equation modeling approach to perform the multi-group analysis. Findings EL plays an important role that determines Indonesian Muslim millennials’ decision-making process to purchase halal food. Research limitations/implications The EL was distinguished based on the Indonesian formal education system, which excluded the religious education system from the analysis. Practical implications The information conveyance of halal food product attributes should be conducted gradually according to the millennial consumers’ EL. Millennial consumers with higher EL are more likely to internalize the credence attributes of halal food compared to the lower EL counterpart. Originality/value This study found the significant differences in terms of halal food purchase decision-making between the two groups of lower EL and higher EL.

More Knowledge, Less Intention? The Moderating Role of Subjective Health Knowledge and Education Level within a TPB Model in Physical Activity Intentions among Chronic Patients

“…A study pointed out that people with a higher education level were more likely to show behaviors that were compatible with social practice [9]. Previous studies have indicated the moderating effect of education level in various conditions, which included the utility of mobile apps, product purchase, health behaviors, and so forth, verifying the moderating effect of education level within the theoretical framework of TPB [10][11][12]. In this study, we introduced education level as a moderator within TPB in the context of physical activity among chronically ill patients.…”

Determinants of halal food purchase decisions for Go Food and Shopee Food users

“…The theory of planned behavior is frequently used to understand the behavior of Muslim consumers when purchasing halal products (Akın & Okumuş, 2021), halal meat (Sherwani et al, 2018), and halal food consumption by Gen Y (Marmaya et al, 2019). It can even be used to understand non-Muslim behavior in consuming halal food (Wibowo et al, 2022). The consumption theory can also be applied (Muflih & Juliana, 2021).…”

“…In 2018, global Muslim consumers spending on food, pharmaceuticals, and lifestyle items totaled $2.2 trillion. For millennial Muslim consumers, the demand for halal food is growing (Wibowo et al, 2022). In Malaysia, the halal product and service sector is one of the most important economic sectors (Marmaya et al, 2019).…”

“…Consumer engagement can also influence food consumer behavior due to the consumer's physical and psychological interactions with the products or services offered (Hassan & Pandey, 2020). Many factors influence consumer choice and future purchases of halal food, including constructs from the theory of planned behavior or TPB (Wibowo et al, 2022), religiosity and halal literacy (A. Khan et al, 2022), halal food awareness (Akın & Okumuş, 2021), spirituality, satisfaction, image, and trust (Muflih & Juliana, 2021), and halal literacy (M. A.…”

“…Innovative Marketing, Volume 19, Issue 1, 2023 http://dx.doi.org/10.21511/im.19 (1).2023. 10 TPB can be used to better understand Muslim consumers' attitudes toward halal food (Wibowo et al, 2022). It was indicated that subjective norms and perceived behavioral control significantly influenced Indonesian millennials' intention to buy halal food.…”