Muslim and Non-Muslim Students’ Behavioural Intention in Consuming Halal Food

Abstract

The demand for halal food has become popular and well accepted among Muslims and non-Muslims worldwide. However, limited studies investigate factors influencing behavioural intention in consuming halal food among Muslim and non-Muslim students. Thus, this study aims to fill the gaps by examining the factors influencing Muslim and non-Muslim students’ behavioural intention in consuming halal food. This study employed a quantitative and single cross-sectional study. The data were collected through self-administered questionnaires using a five-point Likert scale type. Pearson correlation and multiple regression analyses showed that attitudes, subjective norm, and perceived behavioural control are significant and positively influenced behavioural intention among Muslim and non-Muslim students in consuming halal food. Meanwhile, the independent sample t-test indicated differences between Muslim and non-Muslim students concerning attitudes, subjective norm, perceived behavioural control, and behavioural intention. It implies that enhancing the attitudes, subjective norm, and perceived behavioural control elements can increase the influence level of behavioural intention in consuming halal food. Besides, Muslim students showed a higher level in consuming halal food compared to non-Muslim students in attitudes, subjective norm, perceived behavioural control, and behavioural intention. It shows that encouraging these four elements among non-Muslim students can increase their intention of consuming halal food. This study contributes and extends the body of knowledge in Muslim and non-Muslim students’ behavioural intention in consuming halal food. This study also confirms Ajzen’s Theory of Planned Behaviour comprising attitudes, subjective norm, and perceived behavioural control influencing the individual’s behavioural intention.