—This study aims to examine the determinants of
urban Generation Y intentions in consuming halal food in
Malaysia. Ajzen’s Theory of Planned Behavior is used as a
theoretical framework postulates three components which are
attitude, subjective norms and perceived behavioral control.
Data were collected from 425 Muslims respondents through
self-administered questionnaires. The respondents were
between 15 to 30 years old residing in Klang Valley Malaysia.
Findings of this study demonstrates that the intentions of urban
Generation Y consumers in consuming halal food is
predominantly influenced by attitude, subjective norms and
perceived behavioral control towards halal food. This study
extends the insights of the Muslim consumers’ behaviors
particularly on urban generation Y Muslims behaviors. The
practical implication of this study contributes knowledge to the
manufacturers in expanding their market and for governmental
organizations to stimulate halal consumption in the country.
—Consumers’ behavior, generation Y, halal
The authors are with the Academy of Islamic Studies, University of
Malaya, Jln Pantai Baru, Kuala Lumpur, Malaysia (e-mail:
Cite: Aiedah Abdul Khalek and Sharifah Hayaati Syed Ismail, " Why Are We Eating Halal – Using the Theory of Planned
Behavior in Predicting Halal Food Consumption among
Generation Y in Malaysia," International Journal of Social Science and Humanity vol. 5, no. 7, pp. 608-612, 2015.