Consumer Intentions to Purchase Eco-Friendly Halal Food in Medan, Indonesia: An Approach Using the Theory of Planned Behavior

Food and beverage products globally have experienced significant growth in line with increasing consumer demand, especially among Muslim consumers. However, the lack of robust halal governance frameworks and the deliberate adulteration of halal food products with non-halal ingredients have raised concerns among Muslim consumers. This study aimed to investigate the triggering variables that impact the intention to purchase eco-friendly halal food, particularly among college students in Medan, Indonesia. Surveys and interviews were used to collect data on college students’ awareness, perceived costs of products, availability of alternative options, peer influence, cultural beliefs, and personal preferences. The findings revealed a general understanding of halal food but a lack of understanding of halal requirements. Peer groups, cultural beliefs, and personal preferences affected college students’ willingness to buy. The inconsistencies in the findings were related to the influence of students’ understanding of halal products when intending to buy eco-friendly halal products. This study proposes strategies to positively influence consumer behavior, particularly among college students in Medan, Indonesia, regarding halal food, which ultimately encourages its consumption and fosters a more informed and culturally diverse campus community.