Intention to purchase halal products among university’s students: The application of theory of planned behavior (TPB)

This research uses Ajzen's Theory of Planned Behavior as a theoretical framework to build on prior research on halal food purchasing behavior among university students. Data are gathered using questionnaires self-administered. The parameters that influence university students' halal food purchase behavior are investigated using multiple regression analysis in this article. All characteristics have a favorable and significant impact on halal food purchasing intentions, according to the results of the multiple regression analysis. This study, like many other empirical studies, is not without flaws. To begin with, the sample size is modest. To improve the study, increase the sample size and incorporate participants from other university departments. This study only looked at three antecedents of halal food purchases among university students. As Malaysia attempts to play a larger role in the halal market, more study is needed to discover and resolve the negative elements of halal food consumption. Potential relationships between independent variables (such as trust, moral obligation, habit, and self-identity) should be documented in a future study. By determining the rationales for halal food purchases, this study contributes to and expands our knowledge of halal food purchasing behavior. The findings aid investment decisions related to the creation of Malaysia as a halal center by addressing and taking into consideration the issues and requirements of Malaysian government agencies and enterprises.