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

Indonesia, with its large Muslim population, mandates halal labeling for most food products. However, younger generations exhibit evolving consumption patterns, prompting this research to explore whether Indonesian Muslim teenagers prioritize halal principles when consuming food, particularly foreign-branded products. Previous studies have shown a shift in halal food consumption among young Muslims, influenced by factors like increased access to information and a reduced emphasis on strict adherence to halal certifications. This study addresses the gap in literature on the halal food purchase intention of Indonesian youth, particularly concerning foreign brands, by examining the role of TPB.

The study explores several relevant theories, including the Theory of Reasoned Action (TRA), Theory of Consumer Values (TCV), and the Theory of Planned Behavior (TPB), which are often used to explain halal product consumption. The authors choose to focus on the TPB because it provides a comprehensive framework encompassing attitude, subjective norms, and perceived behavioral control in relation to behavioral intention and actual behavior. Previous research applying TPB to halal food purchasing intentions has yielded mixed results, particularly regarding the role of perceived behavioral control. This study seeks to clarify these findings by focusing specifically on Indonesian youth and their consumption of foreign-branded halal food products. The review highlights the need for research examining how values, beliefs, and personal standards affect the purchasing behaviors of young consumers, especially in the context of foreign brands. Existing literature supports the idea that attitudes, subjective norms, and perceived behavioral control influence the intention to purchase halal-certified products, but more research is needed specifically concerning Indonesian youth.

This quantitative study employed a non-probabilistic cluster sampling technique to recruit 161 Indonesian Muslim college, university, and high school students. Data was collected using online questionnaires, and a focus group discussion (FGD) was used to screen respondents for sufficient understanding of halal principles. The questionnaire used a five-point Likert scale to measure five constructs: attitude (three items), subjective norm (four items), perceived behavioral control (three items), purchase intention (four items), and purchase behavior (four items). Convergent validity was assessed using factor loadings and average variance extracted (AVE) values, ensuring that indicators accurately measured their respective latent variables. Internal consistency reliability was examined using Cronbach's Alpha and Composite Reliability (CR). Discriminant validity was tested using the Fornell-Larcker criterion and HTMT. Structural equation modeling (SEM) was used to test the hypothesized relationships. Variance Inflation Factor (VIF) analysis was performed to assess common method bias (CMB). The study's methodology rigorously examined the data's validity and reliability before conducting the structural model analysis.

The results of the structural model analysis, based on bootstrapping, revealed significant positive effects of attitude (path coefficient 0.473, p<0.000) and subjective norm (path coefficient 0.382, p=0.002) on purchase intention. However, perceived behavioral control showed no significant effect (path coefficient 0.088, p=0.176). A strong positive relationship was also observed between purchase intention and actual purchase behavior (path coefficient 0.897, p<0.000). The model fit was assessed using the SRMR value (0.087%), indicating a satisfactory fit. Table 6 summarizes the statistical findings for each hypothesis.

The findings confirm the significant influence of attitudes and subjective norms on the intention to purchase halal foreign-branded food products among young Indonesian Muslim consumers. The lack of influence of perceived behavioral control suggests that these consumers' purchasing decisions are less constrained by their perceived ability to control their behavior. This could be because young consumers feel more independent and less susceptible to social pressures than older generations. The strong relationship between purchase intention and actual purchase behavior implies that intention is a strong predictor of behavior in this context. The results are consistent with previous studies that highlight the importance of attitudes and subjective norms in the consumption of halal products, especially the strong faith placed in halal certification labels as a guarantee of product quality and adherence to Islamic principles.

This study contributes to the body of research on halal consumer behavior by employing the TPB model to investigate the specific case of young Indonesian Muslims and their purchase intentions towards foreign-branded halal food products. The significant influence of attitudes and subjective norms, along with the absence of an effect from perceived behavioral control, offers valuable insights for marketers seeking to engage this consumer segment. Further research is needed to investigate variations across different demographics and geographic locations, particularly to explore the role of perceived behavioral control in differing contexts.

The study's sample was limited to Indonesian Muslim students, which might limit the generalizability of the findings to other demographic groups or geographical locations. The reliance on self-reported data through online questionnaires could also introduce response bias. Future studies could investigate diverse segments of the Muslim population to provide a more comprehensive picture of halal consumer behavior.