Measuring Indonesian young consumers' halal purchase intention of foreign-branded food products

Indonesia, the country with the world’s largest Muslim population, mandates halal labeling for most foods, yet younger consumers show evolving purchasing habits and growing exposure to foreign-branded food. Prior research suggests younger Muslims may be less loyal to halal designation and more influenced by brand and service quality. Despite extensive use of the Theory of Planned Behavior (TPB) in halal studies, there is limited evidence focused on Generation Z and foreign-branded food in Indonesia. This study addresses that gap by examining whether young Indonesian Muslims maintain adherence to halal principles when consuming foreign-branded foods, using TPB constructs—attitude, subjective norm, and perceived behavioral control—to predict purchase intention and behavior. The study formulates hypotheses that attitude (H1) and subjective norm (H2) positively affect purchase intention, perceived behavioral control (H3) positively affects purchase intention, and purchase intention (H4) positively affects purchase behavior.

Research on halal consumer behavior indicates rising halal awareness among younger Muslims and links between religiosity and halal consumption. Multiple theories have been applied, notably TPB, to explain halal purchase intentions across contexts, including cosmetics and food. Under TPB, intention is shaped by attitude, subjective norms, and perceived behavioral control. Prior literature generally finds these constructs significantly predict intention toward halal products, though findings can vary by context and demographic. The review details each construct’s theoretical basis: attitudes as evaluations influencing behavioral intentions; subjective norms as perceived social pressure from family, peers, and broader social cues such as halal labels; and perceived behavioral control as perceived ease or capability to enact behavior. Based on this body of work, the authors propose four hypotheses: H1: Attitude positively affects purchase intention; H2: Subjective norm positively affects purchase intention; H3: Perceived behavioral control positively affects purchase intention; H4: Purchase intention positively affects purchase behavior. The conceptual framework adapts TPB to foreign-branded halal food among young Indonesian consumers, focusing on direct effects on intention and behavior without mediation by perceived behavioral control.

Design and sampling: Quantitative design using variance-based structural equation modeling (PLS-SEM). Non-probabilistic cluster sampling targeted young Muslim consumers (high school, university, college students) in Indonesia. Respondents were screened through a focus group discussion (FGD) to assess knowledge and perspectives on halal principles. A total of 161 qualified respondents completed an online questionnaire (more than 200 initial responses were received; 161 who joined FGD were retained). Minimum sample size criteria were assessed using minimum R-squared methods, indicating adequacy (reference: Kock and Hadaya, 2018). Measures: Five latent constructs were measured using a five-point Likert scale (1 = totally disagree to 5 = totally agree). Items: Attitude (3 items), Subjective Norm (4 items), Perceived Behavioral Control (3 items), Purchase Intention (3 items), Purchase Behavior (4 items). Data analysis: PLS-SEM was used with bootstrapping for structural paths. Measurement model evaluation included convergent validity (all loadings > 0.70; AVE > 0.50), reliability (Cronbach’s alpha and composite reliability > 0.70), and discriminant validity (HTMT and Fornell–Larcker criteria satisfied). Common method bias was assessed via full collinearity VIF (range 1.305–1.480, below the 3.3 threshold). Model fit assessed using SRMR = 0.087, within acceptable ranges (≤ 0.10 or ~0.08). Sample profile (n=161): 41.6% male, 58.4% female; education: 46.58% high school, 44.10% undergraduate, 9.32% postgraduate; age: 37.2% <17, 52.7% 17–22, 9.94% 22–25; monthly expenses varied, majority 2–5 million IDR.

• Attitude and subjective norm are significant predictors of halal purchase intention for foreign-branded food among young Indonesian Muslims: Attitude → Purchase Intention (β = 0.473, p < 0.001); Subjective Norm → Purchase Intention (β = 0.382, p = 0.002). - Perceived behavioral control does not significantly predict purchase intention: PBC → Purchase Intention (β = 0.088, p = 0.176). - Purchase intention strongly predicts purchase behavior: Purchase Intention → Purchase Behavior (β = 0.897, p < 0.001). - Measurement model adequacy: all item loadings > 0.70; AVE ≥ 0.50 for all constructs; Cronbach’s alpha and composite reliability > 0.70. - Discriminant validity supported by HTMT and Fornell–Larcker criteria. - CMB unlikely (VIF 1.305–1.480). - Model fit acceptable (SRMR = 0.087).

Findings support TPB’s emphasis on attitude and subjective norms in shaping behavioral intention toward halal food among young consumers in Indonesia. Young Muslims’ positive attitudes toward halal consumption and perceived social expectations (family, peers, and societal endorsement via halal labels) significantly enhance their intention to purchase halal-certified foreign-branded food. Contrary to many TPB applications, perceived behavioral control did not significantly influence intention in this context, possibly reflecting the relative independence and autonomy of student respondents and the low perceived constraints on access to halal options. The strong intention–behavior link indicates that strengthening intention through attitudes and social influences translates into actual purchase behavior. Results align with prior studies highlighting the role of attitudes and subjective norms in halal contexts, while revealing contextual nuances for Generation Z in Indonesia and foreign-branded products.

The study extends TPB to examine halal purchase intention and behavior among young Indonesian Muslims for foreign-branded food. Attitude and subjective norms significantly increase purchase intention, while perceived behavioral control does not. Purchase intention strongly drives purchase behavior. The results suggest that emphasizing social acceptability and reinforcing positive attitudes toward halal compliance can effectively encourage halal purchases among youths. The research contributes empirical evidence to halal consumer behavior literature in a majority-Muslim market, focusing on Generation Z and foreign brands. Future research could broaden demographic diversity, consider varying religiosity levels, and compare majority- versus minority-Muslim contexts to generalize and refine the TPB application in halal purchasing.

The study focuses on young Muslim students using non-probabilistic cluster sampling, which may limit generalizability. Although the sample size met analytical requirements, sample composition (youth/student bias) and self-report measures raise potential bias risks. The context is a majority-Muslim country; findings may differ in minority-Muslim settings. Future work should include more diverse Muslim populations with varying religiosity, employ broader sampling strategies, and conduct cross-country comparisons where Muslims are a minority.