DETERMINANTS OF HALAL FOOD CONSUMPTION BEHAVIOUR AMONG GENERATION Z AT UITM PERMATANG PAUH

Halal food consumption behaviour is not only a dietary requirement but also a religious obligation for Muslims, making informed and trustworthy food choices essential. In Malaysia, Generation Z (Gen Z) is increasingly exposed to different global food cultures and digital media, creating new challenges in navigating halal food consumption. Despite previous studies devoted to halal food consumption and intention to consume halal products, there has been limited attention to the roles of food neophobia, religiosity and social media influence in shaping halal food consumption behaviour among Gen Z. Therefore, this study aims to examine the influences of religiosity, food neophobia and social media influence on halal food consumption behaviour among Gen Z Muslim students in UiTM Permatang Pauh. This study is theoretically informed by the Theory of Planned Behaviour (TPB). The study employed a quantitative research methodology, and data were collected from 177 students at the Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM) Permatang Pauh, through an online structured questionnaire. The data were analysed with descriptive statistics and multiple regression analysis. The findings indicate that social media influence and food neophobia significantly predicted halal food consumption behaviour, but religiosity was not a significant predictor. The findings highlight the roles of food neophobia, religiosity, and social media influence in understanding halal food consumption behaviour among Gen Z. Practically, the study provides valuable insights for halal authorities, policymakers, educational establishments, and food businesses to develop halal decision-making among young Muslim consumers.