Deciphering the role of religiosity, halal literacy and self-efficacy in explaining halal food purchase intention among generation Z

Purpose Grounded in the theory of planned behavior (TPB), this study aims to investigate the determinants of halal food purchase intention (HFPI) among Generation Z (Gen Z), with a particular focus on religiosity (RL), halal literacy (HL) and self-efficacy (SE) as additional variables. It aims to offer a deeper understanding of Gen Z's HFPI by examining the interactions among these constructs. Design/methodology/approach Data were collected using a web-based survey distributed through Google Forms employing purposive and snowball sampling methods to target the appropriate demographic. We analyzed the data using partial least square equation modeling to examine the hypothesized relationships. Findings The findings support the applicability and effectiveness of the extended TPB framework in explaining Gen Z's HFPI. The study introduces a robust conceptual framework that highlights critical factors shaping their inclination towards halal food products. Research limitations/implications This study makes a significant contribution by extending the traditional behavioral model to include RL, HL and SE, offering a nuanced perspective on Gen Z's halal food choices. The insights gained are valuable for marketers, educators, policymakers and administrators in formulating strategies to engage Gen Z Muslim consumers in adopting halal food consumption. Originality/value Uniquely, this study addresses a notable gap in the existing literature by focusing on Gen Z Muslim consumers and their decision-making processes. This approach enriches the understanding of halal food purchase behaviors within Muslim communities, providing actionable insights for developing targeted marketing and educational initiatives.