Determinants of halal food purchase intention: applying the Theory Of Planned Behavior (TPB) in predicting halal food consumption among millennial generation in Malaysia / Musdiana Mohamad Salleh, Etty Harniza Harun and Siti Meriam Ali

• Main Authors: Mohamad Salleh, Musdiana, Harun, Etty Harniza, Ali, Siti Meriam
• Format: Conference or Workshop Item
• Language: English
• Published: 2019
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/70597/1/70597.pdf; https://ir.uitm.edu.my/id/eprint/70597/

This study aims to examine the determinants of millennial generations in consuming halal food in Malaysia. Ajzen’s Theory of Planned Behavior is used as a framework postulates three components which are attitude, subjective norms and perceived behavioral control. The role of Islamic religiosity rega...