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International Journal of Academic Research in Business and Social Sciences
Vol. 1 1 , No. 8, 2021, E-ISSN: 2 2 2 2 -6990 © 2021 HRMARS
Analyzing Attitude of Halal Food Purchasing Among Muslim

Millennial: A Malaysian Experience
Hainnuraqma Rahim, Mohamed Saladin Abdul Rasool, Nadiah Rus Liyana
Rusli, Norkumala Awang
To Link this Article: http://dx.doi.org/10.6007/IJARBSS/v11-i8/10801 DOI:10.6007/IJARBSS/v11-i8/10801
Received: 07 June 2021, Revised: 12 July 2021, Accepted: 28 July 2021
Published Online: 09 August 2021
In-Text Citation: (Rahim et al., 2021)

To Cite this Article: Rahim, H., Rasool, M. S. A., Rusli, N. R. L., & Awang, N. (2021). Analyzing Attitude of Halal
Food Purchasing Among Muslim Millennial: A Malaysian Experience. International Journal of Academic
Research in Business and Social Sciences, 11(8), 1124-1135.
Copyright: © 2021 The Author(s)

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1124
Analyzing Attitude of Halal Food Purchasing

Among Muslim Millennial: A Malaysian
Experience
Hainnuraqma Rahim, Mohamed Saladin Abdul Rasool
Faculty of Business and Management, Center for Islamic Philanthropy and Social Finance
(CIPSF), Universiti Teknologi MARA (UiTM), Cawangan Melaka, KM 26, Jalan Lendu, 78000
Alor Gajah Melaka
Email: hainnuraqma@uitm.edu.my, saladin@uitm.edu.my
Nadiah Rus Liyana Rusli

Research and Development Division, Malaysian Research & Education Foundation, 10-2,
Jalan Dataran Jade, 2, Lingkaran Bandar Puncak Utama, Jade Hills, 43000 Kajang, Selangor
Email: nrusliyana@gmail.com
Norkumala Awang
Centre for the Science and Environment Studies, Institute of Islamic Understanding
Malaysia, No2, Langgak Tunku Off Jalan Tuanku Abdul Halim, 50480 Kuala Lumpur, Malaysia
Email: norkumala@ikim.gov.my
Abstract
The Millennial generation is a potentially profitable target consumer group as they are
financially independent and highly capable in accessing information and using the latest
technology. Apart from being loyal to brands, they are very receptive to diversity, greatly
independent and optimistic. Their attitudes indicate they are very concerned with quality
assurance, diverse product and service selections and consumer rights. Attitude is a factor
that frequently influences consumers’ choice in selecting food products. Since the Millennials
are a group of consumers that are sophisticated and extremely capable of making choices, it
is pivotal to understand their attitude in selecting halal food. Provided that halal food
consumption is critical in shaping a Muslim’s personality. This study examined the factor of
attitude among Muslim Millennials when purchasing halal food. This quantitative study
applied the non-probability sampling method on 403 respondents using the SPSS version 26.
Findings showed that when purchasing halal food products, factors such as halal
understanding, halal logo, and religion were significant and have positive influences towards
attitude of halal food purchase among Muslim Millennial generations. However, it was also
found that the factor of social media influencer was not significant to the millennials. It is
hoped that the findings of this study could contribute to assist in developing a marketing
theory related to behavior towards halal food products.
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Keywords: Attitude, Halal Products, Purchase, Millennial, Muslim, Quantitative Study
Introduction
Halal food industry has a good potential market. Current reports from the State of the Global
Islamic Economy for the year 2020and 2021, stated that Muslims had spent $2.02 trillion
dollars across the sectors for food, pharmaceutical, cosmetics, fashion, travel and media and
recreation in 2019, all of which were steered by the Islamic faith-inspired ethical consumption
needs. In contrast, previously in 2010, Muslim’s consumers accounted for only approximately
23% of the global population, and in 2050, Muslim consumers are expected to increase to
30% in population. In addition, the global population is projected to increase by 35% by 2050,
and essentially the Muslim population is anticipated to reach about 73%, which is more than
double the global population growth rate.
Current data also showed that in 2020, the global halal food market was US$ 1.9 trillion
dollars. As reported in the State of the Global Islamic Economy Report for the year 2020/21,
the expenditure of Muslim consumers is projected to reach $2.4 trillion by 2024 especially for
food consumption. Fortunately, this means that there would be a significant boost of US$
1.38 trillion demands for halal food products. Moreover, Malaysian population has increased
by 0.4 percent of population growth rate per year, from 32.5 million, in 2019 to 32.7 million
in 2020. Significantly, the millennial generation makes up 29% of the total population.
Millennial generation is defined as individuals who were born between the 1980s and the
2000s. They are distinguished by the following characteristics: preference for information
search and fact finding via digital devices, owners of at least one or several social media
accounts, have greater fondness for a smart phone over a television, and emphasize their
decision-making based on family needs.
Essentially, the Millennial generation digital habits enable them to obtain information about
halal food products through online digital platforms. This generation is faster and more open
to receive and absorb the most recent information or news updates, which marketers could
use to carry out social media marketing strategies (McCormick, 2016). For example Instagram,
YouTube and Facebook platforms are used by marketers and sellers to market their products
and services. Thus, this study intends to examine the attitude and behavior of Muslim
Millennials in Malaysia particularly on how they generate their purchases. It is hoped that the
outcome of this paper could contribute towards providing insights into the attributes that
could possibly influence the generation of their purchases. Consequently, this information
might offer valuable feedback for the Halal product producers on how to enhance the
marketability of their products, and not just relying on Halal certification, as an ultimate
saleable marketing point.
Generally, the presentation of this paper is organized as follows. Section 2 highlighted the
meaning theory underpinning this study, and reviewed previous studies on factors such
willingness, information and interest towards of Halal products, particularly among the
millennial generation. Next, Section 3 presented the research methodology. After that,
Section 4 discussed the findings of the empirical results. Finally, Section 5 concluded the
paper.
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Literature Review
Attitude
Generally, attitude is a person's degree of favorable or unfavorable evaluation of the behavior
(Ajzen, 1991). A person's attitude is characterized as a detailed assessment of a concept. In
addition, a person’s attitude towards Halal food is derived from their assumption that the
food is Halal, and this belief could lead to favourable attitude such as the desire to buy the
product (Ajzen, 1991). Attitude is also defined as a general assessment of a certain activity
that reveals how much someone enjoys or dislikes doing it (Nico et al., 2021). Essentially, a
Muslim’s attitude on halal food leads to moral assessment in consumption activities
(Maichum et al., 2017). In this study, the term “attitude” is defined as the level of
respondents’ liking for halal food products; consequently, factors which influenced the
attitude of consumers towards purchasing halal product were investigated.
Halal Understanding and Attitude of Halal Food Products Purchase

In the context of halal food, personal understanding towards a particular product attraction
is based on experience and information obtained about the food permitted in Islam
(Kamarulzaman & Ahmad, 2020). Lack of knowledge, awareness and understanding of the
Halal concept among Muslims and the manufacturers of Halal products might cause the loss
of appreciation towards the concept of Halal. In fact, the Quran stated that the search for
Halal is not just for Muslims, but Halal concept is for the safety and benefit of all man kinds.
Ultimately, individuals should understand that Halal means that food and products are
prepared in the most hygienic manner, which essentially fulfilled the international food safety
standards. This means that the Halal concept should not be viewed as offensive to any
religious beliefs. In brief, the fundamental issues in the Halal food production include
cleanliness, being free from ‘contamination’ and deemed as healthy food as defined in the
Quran (Baharuddin et. al, 2015), which then leads to the following hypotheses:
H1: Halal understanding has a positive influence towards the attitude of purchasing halal food
products among Muslim Millennial generation.
Halal Logo and Attitude of Halal Food Products Purchasing

Today's food quality paradigm is expanding which may result to the challenging tasks of
verifying the credible qualities of a healthy food (Del Giudice et al., 2018). People are
motivated to buy certain products because of certain factors such as whether the products
are readily accessible and whether there are enough provisions of accurate information about
the products (Abdul et. al, 2016). In fact, the Halal logo is a certification issued by
acknowledged halal foundation for halal products which includes food items or even the
businesses themselves. Moreover, the intentions of Muslims to acquire halal food have
increased the trademark values and also boosted awareness towards halal food (Haque et al.,
2015), which then leads to the following hypotheses:
H2: Halal logo perception has a positive influence towards attitude of purchasing halal food
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Social Media Influencer and Attitude of Halal Food Products Purchasing

Social media influencers are third-party endorsers who could shape the generations’ attitudes
and also assist company marketing (SMIs) (Abdullah et. al, 2020). They are also known as
micro-celebrities (Khamis, Ang & Willing, 2016) or modern-day opinion-makers (Abdullah et.
al, 2020). Influencers usually have a huge number of followers, and they advertise goods via
appealing social media network site contents to attract their followers who come from certain
generations stages (Sharma & Ranga, 2014).
Currently, most generations believe in social media influencers rather than the selling points
made through paid advertisements channels (Abidin, 2016). Moreover, the consumers today
also have more positive attitude and intention towards products endorsed by expert social
media influencers rather than amateur social media influencers (Rollins et. al, 2015). These
influencers’ marketing efforts normally extends throughout the brand creation process
because they are considered as role models who have positive influence on their audiences
(Sudha & Sheena, 2017), which then leads to the following hypotheses:
H3: SMI has positive influence towards attitude of purchasing halal food products among
Muslim Millennial generation.
Religiosity and Attitude of Halal Food Products Purchasing

Generally, the term “religion” refers to a vast variety of human behaviors, attitudes, beliefs,
feelings, and experiences in relation to God or divinity (Ibrahim & Hashanah, 2015). People
who are religious have the tendency to obey religious laws and practices (Zakaria et al, 2017).
The rise in religiosity has a considerable and positive impact on a generation’s intentions to
buy halal products. Many studies have shown that religion has significant effect on people's
eating habits. In fact, the Muslim generations around the world are concerned about halal
product issues which make the halal concept an important factor in determining their
consumption behaviors.
Mathras et. al (2015)’s showed that religious elements were very important in influencing
Muslims’ food choices. Even though a Muslim is living in a non-Islamic culture and tradition,
the teachings of Islam are still the basic guide of a Muslim’s life especially in the aspect of
halal food consumption. Current studies by Ali et. al (2021)’s and Sherwani et. al, (2018)’s
demonstrated that religion may have a significant impact on a generation’s food choices. The
extent of their action, however, relies on the customer's strong faith in his or her religion,
which then leads to the following hypotheses:
H4: There is a positive influence of religiosity towards attitude of purchasing halal food
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Methodology
Halal Understanding H1
Halal Logo H2 Attitude of

Purchasing Halal
Food Products
Social Media
Influencer H3
Religiosity
H4
Figure 1: Theoretical Framework
This quantitative study employed a survey method for data collection. The deductive
reasoning approach was used in this study to develop proposed hypotheses to design a
hypothetical framework based on the improper well-established theory. The study used
cross-sectional design as data collected from the respondents was obtained in a single period.
Figure 1 describes the conceptual framework applied in this research which contained five
variables, and every factor was calculated to use certain matters. All items were adapted from
previous researches which contained 37 items with regards to items such as halal
understanding, halal logo, social media influencer, religion and attitude. Halal understanding
consisted of 12 items. Following that, religion was comprised of five things adapted from
Muhamad, Leong, and Md Isa (2017). After that, attitude consisted of 10 items modified from
Rusli (2021), and also Maichum, Parichatnon and Peng (2017). Halal logo consisted of 8 items
modified from Hamidah and Nuraishah (2017). Lastly, social media influencer consisted of
eight items modified from Billah et al, (2020).
In addition, this study aims to determine the factors which influence the purchasing behavior
towards Halal food among the millennial generation group in Malaysia. In total, 455
questionnaires were distributed to the Millennial group aged between 18 and 38 years old (as
indicated by the Global Islamic Economic Report, 2018; Millenial Generation Research Review,
2012) using the personal administered technique using the online and offline platforms due
to the Covid-19 pandemic which has limited travelling and meeting instances. SPSS version 26
was used to estimate the results of analysis. Data obtained from the questionnaires were then
analyzed using multiple linear regressions. The aim of this method was to test the interaction
between halal understanding, halal logo, social media influencer and religion and attitude of
purchasing halal food products in Malaysia.
The respondents who were from the Millennial generation were selected because they
represented a significant amount which is 29%, or an estimated of 852 600 of the total
population in Malaysia. In fact, the Millennial Generation is expected to continually increase
by 0.4 percent each year. In addition, it is assumed that the Millennial Generation aged from
18 years old and above, would already have jobs; and therefore, this generation would
possess the purchasing power and were able to make independent decisions in purchasing
1129
activities (Awang et. al, 2012). Thus, non-probability volunteer and convenience sampling
methods were employed in the survey, since no sampling frame was available (Saunders et.
al, 2012).
Out of the 455 questionnaires distributed, 403 questionnaires were used for analysis
purposes. Each item was measured using the five points-Likert scale ranging from Scale 1
indicating strongly agree to Scale 5 indicating strongly disagree. There were various reasons
for adopting the Five-Likert scale namely the response rate would improve using the five-
Likert scale as the respondents would fill up the questionnaires with honesty and devotion.
Next, the five-Likert scale would help to reduce the respondents’ frustration when compared
to the seven or nine-Likert scales Bhatti et. al (2019)’s finally only recognized variables from
previous research would be used to determine the constructs in the five-Likert scale (Khan et.
al, 2020; Kraus et. al, 2020; Rehman et. al 2019; Rehman et. al, 2018).
Result and Discussion

Respondent’s Profile
The descriptive analysis examined the demographic profile of each of the respondents. Based
on the information presented in Table 1, the general profile of the respondents were 280
female respondents with 69.5%, and the remaining were 123 male respondents, with 30.5%.
Most of the respondents were between the age of 19 and 23 years old, with 82.1% were still
single, and 17.4% were married. Majority of the respondents have first degree education with
72.7%, as their highest education level. The second highest group has Doctoral Degree
education, with 12.65%. Next, in terms of occupation, most respondents were working adults
with 48.39% were on salaries, meanwhile the second largest group with 25.31%, were self-
employed.
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Table 1: Respondent’s Profile

Number (N=403)
Demographic Characteristics Frequency Percentage (%)
Gender
Male 123 30.5
Female 280 69.5
Age
19 – 23 years old 108 26.79
24 – 28 years old 125 31.02
29 – 33 years old 73 18.11
34 – 38 years old 97 24.07
Race
Malay 363 90.1
Chinese 28 6.9
Indian 7 1.7
Others 5 1.2
Marital Status
Single 120 29.77
Married 267 66.25
Widower/Widow 16 3.97
Highest Education Level
SPM 27 6.69
STPM/Diploma/A Level 35 8.68
Bachelor’s Degrees 140 34.74
Master’s Degrees 116 28.78
Doctoral Degrees 85 21.09
Occupation
Student 45 11.17
Housewife 36 8.93
Employee 195 48.39
Self-employed 102 25.31
Unemployed 25 6.20
Source: Primary Data
Linear Regression Results

Table 2 presented multiple linear regression results. Table 2 shows that variables such as halal
understanding, halal logo, social media influencer and religion have positive correlations on
the attitude of purchasing halal food products among the Muslim Millennial generation.
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Table 2: Results of Linear Regression

Variables Co‑efficient t-statistics Significant
of regression
Halal Understanding 0.057 7.866 0.000
Halal Logo 0.061 5.615 0.000
Religion 0.080 3.599 0.000
Social Media 0.016 0.485 0.628
Influencer
Constants 2.230
R 2 0.655
F-statistics 188.608
Significant 0.000
Source: Authors’ Computation Based on Primary Data
With regards to the data on the variables such as halal understanding, halal logo, and religion,
the significant value showed 0.000 respectively. In addition, for the variables on social media
influencer, the value showed 0.628. These results implied that using α = 0.05, the variables
for halal understanding, halal logo, and religion were statistically significant affecting
dependent variables partially, whereas social media influencer was insignificant. Meanwhile,
the F-test has significance value of 0.000 or P < 0.05 which indicated that there was significant
influence of halal understanding, halal logo, and religion towards the attitude of purchasing
halal food products among the Muslim Millennial generation.
The coefficient of determination (R2) of regression result showed the value of 0.655. This
means that halal understanding, halal logo, and religion exposure accounted for only 65.5%
towards the attitude of purchasing halal food products among the Muslim Millennial
generation, while the rest, which was about 34.5% came from other factors outside the
model. This result implied the need for wider analysis on the other factors affecting Muslim
Millennial generation’s attitude of purchasing halal food products in Malaysia.
Factors Influencing Muslim Millennial Attitude towards Halal Food Products

The aim of this study was to investigate the factors which influenced Muslim Millennial
generation’s attitude in purchasing halal food products in Malaysia. The variables applied
were Halal understanding, Halal logo, religion and social media influencer as independent
variables and attitude in purchasing halal food products as the dependent variable.
The results for Hypothesis testing 1 showed that halal understanding has a significant positive
influence towards the attitude of purchasing halal food products among the Muslim millennial
generation. These results indicated that the level of Halal understanding significantly has a
relationship with the attitude of purchasing halal food products in Malaysia. Moreover, the
results from previous studies also supported this statement based on the study conducted by
Muhamad et al (2017). Next, the results from Hypothesis testing 2 showed that Halal logo
perception significantly has a positive influence towards the attitude of purchasing halal food
products, which is relevant to the results from Ismail and Yunan (2016). In addition, the results
from Hypothesis testing 3 showed that social media influencer was insignificant towards the
attitude of purchasing halal food products among the Muslim Millennial generation.
1132
Nonetheless, these results contradicted with the study done by Ambali and Bakar (2014).
Ambali and Bakar (2014) concluded that Muslim students in Yogyakarta acknowledged that
they knew about halal products from the mass media platforms such as magazines and
internet. Muslim students also obtained information about halal food through their friends
from the social media platforms, and acknowledged that media has a major influence on their
awareness of halal food. Therefore, the data of this study was also supported by the previous
studies confirming the importance of media exposure towards halal product awareness.
Media exposure is a potential source of information for the Muslim society to increase their
awareness on consuming halal food. Finally, the results from Hypothesis testing 4 showed
that religiosity significantly has a positive influence towards the attitude of purchasing halal
food products among the Muslim Millennial generation, which is relevant to the study
conducted by (Abd Rahman et. al., 2015; Garg & Joshi, 2018).
Conclusion
Essentially, this study has significant contributions. It could be concluded that the Muslim
millennials' attitude in purchasing halal food products in Malaysia were influenced by factors
such as their understanding of the Halal concept, their perception of the Halal logo, and their
level of religiosity. This study suggested that the purchase of halal food by Muslim millennials
in Malaysia might be viewed as influenced by habit and purchase intention aspects, even if
these factors might both be working independently. It is hoped that the outcome of this paper
could contribute towards providing insights into the attributes that could possibly influence
the millennial generation with regards to their purchases of food products. Consequently, this
information might offer valuable feedback for Halal product producers on how to enhance
the marketability of their products, and that they should not just rely on Halal certification, as
an ultimate saleable marketing point.
Consequently, relevant Halal bodies and authorities in Malaysia should continue to educate
and promote businesses in order to tap further into the Halal industries and motivate business
owners in the local Malaysian and international market to obtain legal Halal logo
certifications, especially from Halal Jakim Malaysia, which are widely recognized throughout
the global world. In addition, dissemination of information regarding the importance of halal
products from Sharia compliance perspectives should be continuously propagated to the
public and business and entrepreneurial sectors. In fact, relevant digital and advance
technologies and applications for marketing and business purposes should be employed with
regards to the millennial generation group market.
Acknowledgement
This research was supported by the TEJA INTERNAL GRANT 2021 [Grant number: 600-TNCPI
5/3/DDN (04)(030/2021)], UiTM Cawangan Melaka.
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European Journal of Molecular & Clinical Medicine
ISSN 2515-8260 Volume 07, Issue 08, 2020
Exploring Factor's Affecting Consumer's

Purchase Intention Of Halal Food Products
For Indonesian Millennials Consumers
M. Fadholi1, Siti Nurhayati2, Abdul Hakim3, Maila Aflahul Karimah4, Arif Wirawan
Muhammad5, Muhammad Qoes Atieq6, Harun Abdul Rahman7, Hendri Hermawan
Adinugraha8, Agus Purwanto9, Abdul Mufid10
1
STIT Muhammadiyah Kendal, Indonesia
2
Institut Manajemen Koperasi Indonesia, Indonesia
3
Institut Manajemen Koperasi Indonesia, Indonesia
4
Universitas Gadjah Mada Yogyakarta, Indonesia
5
Institut Teknologi Telkom Purwokerto, Indonesia
6
IAIN Syekh Nurjati Cirebon, Indonesia
7
SMA Gita Bahari Semarang, Indonesia
8
State Islamic Institute of Pekalongan, Indonesia
9
Pelita Harapan University, Indonesia
10
Sekolah Tinggi Agama Islam Khozinatul Ulum Blora, Indonesia
ABSTRACT
The purpose of this research is to explore and investigate the knowledge and awareness of
Millennials consumers as participants in Indonesia to buy halal-labeled food products.
Research on exploring consumer awareness about the intention to buy food products
labeled as halal is still inadequate in Indonesia. This research uses a qualitative method
which is an exploratory case study. Primary data collection using semi-structured
interviews with participants as many as 15 Millennials consumers in Indonesia who have
been determined using purposive sampling method. The results of this study indicate that
the majority of Millennials participants have positive awareness of halal-labeled food,
including its benefits and the food processing production process. This study concludes
that Millennials consumers have high insights and fairly good perceptions about halal
food that is clean, safe, hygienic, hygienically produced. Millennials consumers also have a
very high interest in repurchasing halal food products.
KeyWord : Halal Awareness, Halal Food Products,Purchase Intentions, Millennials

Consumers
1. INTRODUCTION
Based on population, Indonesia is currently ranked 4th in the world with the largest
population, after China, India and the United States. From the composition of the population,
87.18% of Indonesians are Muslim. As Muslims they are required to behave in accordance
with religious demands, one of which is consuming halal products. Meanwhile, the current
population of millennial generation in Indonesia is 81 million. This generation is a potential
market for cosmetic products, thus creating a very big opportunity to target this generation as
their target market. Therefore it is necessary to understand by business people and also by
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policy makers about the intention to buy halal cosmetic products for the millennial
generation. Thus, it is interesting to study how the buying behavior of the millennial
generation for halal cosmetic products.
Around the world, Muslim consumers are increasingly affirming their sensitivity in the
market for cosmetic products. The cosmetics and personal care industries have emerged as
one of the most prominent and fastest growing markets. In 2012, data showed that Muslim
consumers globally spent $ 26 billion on cosmetics, representing 5.7% of global spending,
and are expected to reach more than $ 39 billion this year. Halal cosmetic products are
defined as cosmetic products that do not contain alcohol, pork, pork-based gelatin or pork by-
products, or any other animal by-products, except for slaughter following Islamic traditions.
Halal cosmetic products include anti-aging creams, skin moisturizers, perfumes, lipsticks, eye
and face makeup, shampoo, hair color, toothpaste and deodorants. Meanwhile, millennial
consumers are a consumer segment that lives at a time when technology is rapidly
developing, they usually use technology and the internet to connect with a very large number
of other people on a regular basis, at the same time. This generation has significantly greater
relationship connections on social networks than other generations, they have a large number
of online friends, and are able to increase their psychological aspects when engaging with
their friends. Millennials are changing their social media, becoming one of the guidelines for
them to make decisions. This generation will very easily and quickly get and absorb the latest
information or news updates, this of course can be used by marketers to carry out marketing
strategies on social media.
The results of the analysis show that the purchase intention of millennial consumers for halal
cosmetic products is influenced by trust, consumer attitudes towards the product, and halal
awareness. Meanwhile, millennial consumer confidence in halal cosmetic products is
influenced by the value suggested and brand image. The attitude (likes or dislikes) of
millennial consumers towards halal cosmetic products is influenced by brand image, religious
belief, halal awareness, and their belief in halal cosmetic products. The results of this study
are expected to contribute to the development of marketing theory, especially related to the
buying behavior of halal cosmetics, and the development of the concept of consumer
behavior based on demographics, namely the millennial generation. Finally, the practical
implications of this study are expected to contribute to the company's decision making in
implementing a marketing strategy for halal cosmetic products.
Currently Indonesia is the first position of top 10 countries with the largest amount of halal
food expenditure in the world. Overall, halal food consumption of the world's population
reached 1,303 billion US dollars throughout 2017. It will increase 6.1 percent in coming
2023, namely reaching 1,863 billion US dollars in 2023. It would be very unfortunate, if
Indonesia with great potential with the largest population in the world is only satisfied with
being country with the largest amount of halal food consumption in the world. Indonesia as
the largest Muslim country representing 13 percent of the global Muslim population, is an
integral and central part of an increasingly large Muslim economy throughout the world.
Approximately 218.8 billion US dollars spent by Indonesian Muslims in all sectors of the
Islamic economy in 2017. Indonesia is considered to have the opportunity to become
producers in the halal industry not just to become consumers. This is supported by its Muslim
population where as many as 207 million or 87.2 percent of Indonesia's population are
Muslims. This figure gives Indonesia the title of country with the largest Muslim population
in the world. In the list of 10 countries with the best halal food industry climate, there is
United Arab Emirates in the first position, then followed by Malaysia, Brazil, Oman, Jordan,
and Australia. Then there are also Brunei Darussalam, Pakistan, Sudan and Qatar. The
following is a list of countries with the largest halal food expenditure in the world based on
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2018/2019 Global Islamic Economy Report data. Indonesia: 170 billion US dollars Turkey:
127 billion US dollars Pakistan: 118 billion US dollars Egypt: 86 billion US dollars
Bangladesh: 76 billion US dollars Iran: 63 billion US dollars Saudi Arabia: 51 billion US
dollars Nigeria: 47 billion US dollars Russia : 41 billion US dollars India: 38 billion US
dollars.
The level of consumption of the global Muslim community as a whole is estimated at

US $ 1.9 trillion, of which 89 percent or US $ 1.7 trillion is used to consume food and
beverage products. Consumption level is expected to increase 2 times more than US $ 3
trillion in 2021 with food and beverage consumption of US $ 1.9 trillion (compound growth
rate of 8.5 percent). Indonesia has a large potential market for halal products because it has a
Muslim majority population, which is 207 million people or 87 percent of the total
population. This condition is supported by opportunities for Millennials consumers to
demand halal products so that it is possible to capitalize halal products. Rosalani (2016) from
the Indonesian Chamber of Commerce explained that in 2014, the market value of halal
products reached US $ 2.3 trillion and the figure was projected to increase to US $ 3.7 trillion
in 2019. However, Indonesia's halal food and beverage industry was still far behind that of
Millennials countries such as Australia and Brazil. In addition, there are still many
outstanding non-halal certified products offered to Muslim consumers as the majority
ofpopulation. In 2011, only 36.73 percent of 113 515 registered products or only 41 695 food
products, medicines and cosmetics in Indonesia were halal-certified.
Some packaged food products in circulation do not yet have a halal certificate
nationally. This condition is caused by the loosening of halal protection. Halal certificates do
not yet have legal legitimacy because inclusion of halal marks is not an obligation regulated
by law, but is based on voluntary initiatives from business actors for presentation of their
products. Several factors influence awareness of halal (awereness) from consumers which in
turn influences demand for halal products (purchase intention). Some of these factors are:
religiosity (religious believe), identity (self identity), and halal guarantee labels (halal
certification). Awareness (awereness) is defined as an understanding of the halal nature of a
product from a consumer so as to make it careful in making consumption of a product, while
purchase intention is tendency of consumers to buy something or an action related to buying
and is measured by the level of purchase return the product.
The purpose of this study was to explore and investigate the level of awareness among
partisipants regarding purchase of halal food products in Indonesia. This is because the level
of awareness of Millennials consumers towards intention to purchase halal food products will
obviously be different from Muslim consumers who live in same area in Indonesia. However,
the current research has four main objectives. The first objective of this study was to identify
the level of awareness of partisipants about halal labeled food products. The second objective
is to explore partisipants' awareness regarding processes involved in making halal labeled
food products. The third objective is to explore partisipants' awareness regarding benefits of
halal food products. The fourth objective is to identify the importance of conducting
exploratory studies of partisipants to purchase halal-labeled food products. Thus, the
following research questions are posed:
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2. LITERATURE REVIEW
Definition of Halal
The word halal comes from Arabic and is usually used to refer to permits or halal. Halal is a
word in the Koran and shows validity of actions or permitted consumption of something. On
the other hand, the word for haram or non-halal also means prohibited, and is usually used to
signify things that may not be consumed or involved by a Muslim. Halal is a general term,
which covers all aspects of Muslim life and all types of food. In addition, halal is not only
related to food or food products but also further from food products to cover all aspects of a
Muslim's personal life.1 Halal as a hallmark of Islam forms a key stage from global power,
therefore, cannot be neutered or ignored. Halal is not only a characteristic component of
identity for Muslims but also part of a belief system and moral code of ethics, which is
related to daily life.
Halal Food Products
Halal food and beverages are the main sectors among the global halal industry. Halal in the
food and beverage sector is distinguished and has attracted more investors and entrepreneurs
around the world. Global market for halal food is growing triggering curiosity among
partisipants regarding consumption of halal food products. This is because Muslim minorities
in Millennials countries are demanding halal food products and growing awareness potential
of the global halal food market. It could also be because consumers are becoming more and
morerealize that halal food products are potentially healthier, safer, hygienic and are
produced using clean facilities that make halal products increasingly popular. In addition,
partisipants bought halal-labeled food because they considered it a healthy food product and
because of their concerns about food safety. Healthy halal food product for human
consumption because of how it was prepared and processed. Concept of halal food represents
cleanliness, purity and quality of food consumed. Another study found that there was a
positive response to halal food that was healthy, safe, clean, tasty and quality. A similar study
conducted by Abdullah (2006), Mathew et al. (2014) found that consumers are more aware
about the food they consume, especially, in relation to health, sources, cleanliness and
quality. According to Farm and Jacoby (2005), consumers demand fresh and authentic
qualities because of their concern about food safety, nutrition and finding out where they
come from and how they are produced. Thus, the level of awareness is the most important
factor influencing consumers' choices to buy halal food products. A study conducted by Yang
and Huang (2017) also shows that consumer awareness of halal-labeled food products has a
significant impact on the buying behavior of Millennials consumers. This is because the
success rate of halal food industry is determined by consumers halal awareness.
Halal Awareness
Awareness generally refers to understanding and information about certain things. This is a
fundamental factor in finding information for halal food. Awareness of halal food products
plays a key role in improving halal food in the industry. Awareness has a direct influence on
purchasing behavior, decision making to buy halal food products. Krishnan et al. (2017)
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explain the awareness of people who by purchasing halal food, they find that Muslim
consumers choose halal food because they know that it is mandatory for them. After this,
Muslim consumer behavior refers to obligation to consume halal food. On the other hand,
Muslim consumers consume halal because of its health benefits and not because of religious
observances. Zakaria et al. (2017) found that there was a positive relationship between halal
awareness and religiosity on consumer intentions to buy halal-certified food products. Other
research conducted by (Abd Rahman et al., 2015; Aziz and Chok, 2013; Hamdan et al.,
2013), also emphasizes that awareness has a positive effect on consumers' attitudes towards
purchasing halal food products. Therefore, Aziz and Chok (2013) emphasize that halal
awareness has an influence in explaining intention to buy halal products. Hamdan et al.
(2013) revealed that the most influential factor in choice of Muslim consumers to buy halal
food was the level of product knowledge. This means that, if there is an increase in Muslim
consumer awareness about halal, there will be an increase in demand for halal food products
that they want to buy. According to Macdonald and Sharp (2000) found that awareness is a
rule of thumb adopted by consumers when making purchasing decisions, if they have greater
awareness that the food product meets halal requirements, they will show greater purchase
intention to buy halal food. Mohamed Elias et al. (2016) revealed that the majority of
consumers have a positive relationship between awareness, knowledge and economy of
intentions and behavior of producing halal food products. Similarly, research conducted by
Aziz and Chok (2013) provides evidence of a significant relationship between halal
awareness and other elements with intention of purchasing halal food among partisipants in
Malaysia.
Millennials Consumers
With digitalization now, it is not just changing the marketing steps in terms of channels for
communication. The digital era also changes the character and behavior of consumers, who
are big and born in this era. The new generation who have different tastes and behaviors in
purchasing products, and the way they consume.All Millennials spend around US $ 600
trillion every year. It is predicted that in 2020 it will increase to US $ 1400 trillion every year.
Of the total Millennials in the world, 58% of Millennials can say that they really like
shopping, 65% are more fond of culinary, and the remaining 20% penetrate the world of
traveling.Millennials prefer to buy, after receiving information from user generated content
(UGC) or user experience. They decided to buy products in the electronics category 59%,
vehicles 54%, household appliances 53%, smart phones 46%, accommodation 45%, and
holidays 40%. Broad enough to be your market share. This generation of millennials is so
consumptive that they become very potential targets.
Based on online shopping behavior research, Millennials are most interested in shopping for
various products on the internet, starting with money, electronics, books and magazines.
Purchased goods are sent via a delivery service within a few days. This condition has begun
to change - since there was a direct grocery delivery service - through Gojek and its siblings.
Millennials are starting to enjoy this "instant online buying". After completing a one-click
purchase on the internet, goods are received in minutes. With the new service, Millennial
consumer behavior is also predicted to change. They will start buying fast-to-use and
consumable items on the internet, such as food and drinks, fruits, vegetables, medicines, to
masseurs, and cleaning the house.95% of Millennials want brands to always be connected to
them. Meanwhile, 80% of Millennials want brands to be able to pamper and entertain them.
However, it is quite surprising that as many as 70% of Millennials will be loyal to the brands
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they like.Millennials Believe More in Individual Information or User Generated Content

(UGC)
50% of Millennials trust UGC more than other information media, even their friends. 84% of
Millennials decide to buy a product, after seeing buyer testimonials on the internet. 51% more
trusted product reviews from "strangers" on the internet than friends. 63% Millennials always
update on brand information on social media. 55% would share information if they had a bad
experience with the brand.Currently, many Millennials prefer what tools they use - to listen to
songs, movies, to jogging using the GPS application - then upload them on social media. For
Millennials, what matters is what digital tools they use, because this is a lifestyle that must be
showcased on social media.
80% of Millennials place more importance on personal experiences than conventional ads or
views. 53% of Millennials are more willing to lose their sense of smell than lose access to
technology. 37% do not believe in large companies. Meanwhile, 32% do not believe in
advertising. Now, with this data, you can get to know Millennial thoughts and their behavior
when making purchases.Millennial love story. These romantic lines are key to successful
marketers as well as challenges. When a product and service has a story that is so happening,
millennials are very interested in talking about it and spreading it to their friends, fans,
followers (3Fs). This is mainly related to the culinary business. This innovation by injecting
brand stories into products and services is becoming increasingly viral.The “economic”
behavior of the millennial generation is very different from previous generations. Either
generation X or even a generation further away, the habit of saving can be the easiest
example. The pre-millennial generation saved for the future. In the sense of being a reserve
for uncertain or unexpected needs. Meanwhile, the millennial generation saves for certain
needs. The savings are more short term. ”Easy come easy go. So it is easier to spend savings
and is less likely to be prepared for future savings. But on the plus side they know what they
want, and always try their best to make it happen Children from the millennial generation
often spend beyond their budget, the more limited their items, the more stylish they will feel
if they can upload them to social media.
Some previous studies have revealed that apart from Muslim consumers, partisipants are also
interested in consuming food products labeled as halal, because they have an opinion that
halal food is cleaner, safer, healthier and of better quality. According to Wibowo and Ahmad
(2016), there is a need for additional research on partisipants' problems in halal industry for
empirical and non-empirical studies. Partisipants turned to halal-labeled food due to increased
concerns about contaminated and unhealthy foods. Previous research found that Millennialss
view halal food positively where they believe that halal food products are healthy, handled
and prepared and produced hygienically. Along with this, empirical research is conducted by
Golnaz et al. (2010) found that partisipants were aware of existence of halal principles and
benefits of the halal process, especially in animal slaughter methods, while other studies
showed a high percentage of halal awareness among partisipants. Teng and Wan Jusoh
(2017) also suggest that partisipants 'shopping behavior is related to several demographic
factors related to fair trade, animal welfare, understanding halal concepts and intentions.
From some of literature above, there is not much research on partisipants' awareness about
halal food products in Indonesia. Therefore, this research is an attempt to fill this knowledge
gap in the halal awareness literature in Indonesia.
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3. RESEARCH METHODS
The research is exploratory case study methods and the research approach use qualitative
case study methods which are used to gain an understanding of the level of awareness of
partisipants in Indonesia. Sample size is based on achieving depth and wealth description, not
sample size. According to Guetterman (2015), sample size is not a matter of representative
opinion and views, but rather a matter of information wealth. In this study, researchers were
involved in an intensive focus on several participants. For confidentiality purposes,responders
are given initials P1, P2, P3, P4, P5, P6,P7, P8, P9, P10, P11, P12, P13, P14 and P16. Semi-
structured interviews were conducted and a list of questions was arranged for interviews
developed based on the related literature. Partisipants for this study are Muslim consumers of
halal-labeled food who live in Indonesia. Consumers who more and more often buy and
consume halal-labeled foods are invited to take part in this research.
Table 1. Profile of Millennials Partisipants
Initial Gender Age Status Education

P1 Male 34 Single SMU
P2 Women 45 Married Doctoral Degree
P3 Women 26 Married Master Degree
P4 Male 35 Single Diploma
P6 Women 55 Married Bachelor Degree
P7 Women 36 Married SMU
P9 Women 43 Married Master Degree
P10 Women 24 Single Diploma
P11 Male 35 Married Bachelor Degree
P12 Male 56 Married Master Degree
P14 Women 43 Married SMU
The primary collection method is with semi-structured interviews while secondary data is
collected from published data such as journal articles and books. This study is limited to the
sample size of four partisipants living in Indonesia City. This research is an exploratory case
study and the sample was selected using purposive sampling method. In qualitative research,
a purposive sampling technique is a method used to achieve certain research objectives.
There is no limit to the number of partisipants to make a purposive sample, provided desired
information can be obtained and generated. To conduct case study research, Creswell (2013)
provides observations and several sample size recommendations, which range from no more
than four to five cases. In case study the partisipants were interviewed until data saturation
was reached and no new information could be obtained All partisipants provided information
sheets before interview. Interview place is conducted in a location that is convenient for the
partisipants. All interviews, with permission and consent signed, were recorded audio and
then verbally transcribed.
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Analysis and interpretation of data is the most critical part of qualitative research. Thematic
data analysis guidelines are used. This is considered the most appropriate for any research
that seeks to explore several interpretations. In the thematic analysis "all possible
interpretations are possible". The reason for choosing a thematic analysis is that "a rigorous
thematic approach can produce in-depth analysis that answers certain research questions".
After a rigorous analysis, researchers describe the findings, according to four main themes.To
measure the level of awareness of partisipants about buying halal food products in Indonesia,
a number of research questions were made, asked the following questions,do partisipants
halal, do partisipants in know halal food products, do the Partisipant shave knowledge of
processes involved in making halal food products, do the Partisipant understand the
difference between halal and non-halal food products.
4. RESULTS
The purpose of this study was to identify the level of awareness of Millennials consumption
towards purchase of halal packaged food products in Indonesia. All participants' responses
are original quotes, and they have been quoted as stated by the partisipants. In the interview,
partisipants were asked to explain about their awareness and understanding of halal.
Millennials Consumer Knowledge about Halal Food
This shows that majority of partisipants have an understanding of halal food and offer their
perceptions. It also shows that partisipants understand the health benefits associated with
halal food products.
P (6) "... halal food IS not contaminated from pigs ...."
P (7) ".. halal food is not only for muslim but also consumed for Muslims and Millennialss .."
Some partisipants have provided some comments and give statements as follows :
P (7) "... I believe that halal products are not contaminated from hazardous materials ..."
P (5) "... Halal for Muslim obligations and is also good for Millennials consumption ..."
Other partisipants explained their understanding of halal as follows:
"Something that is pork free. For me it's halal. If there is something that does not have pork
and is ready to be prepared in an Islamic way then it is halal "(P1).
Some partisipants also added a statement that:
"Actually, what I understand about halal food is pork free" (P1).
P (9) "... I think halal food does not contain ingredients from pigs ..."
P 10) "... I believe halal food is for all consumers, not only for Muslims ...
These statements shows that majority of partisipants attributed absence of pigs as a hallmark
of halal food. Although it is not permissible for Muslims to consume pork, this does not mean
that non-pork food automatically means halal meat. One of the requirements for meat to be
halal is to slaughter the meat in the name of God. So, even though these partisipants are
aware of halal, they do not have an adequate understanding of halal principles.
Based on the statements above it can be concluded that almost all partisipants have the good
perception and good halal food knowledge.
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Millennials Consumers' Perception that Halal Food is Clean
Some partisipants have provided some comments and give statements as follows :"I would
say [halal food] is clean, really clean" (P3).
Similar to this, other consumers describe halal food as:
P 12 "... I think halal food is guaranteed to be clean ..."
P13 ". I think the halal food production process is very clean and hygienic... "
“Cleanliness in food [. . .] Clean halal food ”(P2).
Another Partisipant added:
"For me, halal meat, no alcohol in it, no blood inside, no dirty inside" (P4).
P (8) ".... I believe halal products are safe for consumption ..."
P11 "... according to me, halal labeled food is clean, neat and attractive in appearance ..."
P14 "... I guarantee clean and I do not doubt the cleanliness of halal food ..."
P 15 "... I am more confident and confident that halal food is very safe and clean ..."
Most participants gave positive opinions that halal food was clean, safe, hygienic, rapid and
attractive
P (5) "... I think halal food very clean and I often consume it ..."
P10) "... I believe that halal food is not contaminated with anything ..."
A Partisipant (P4) gave a statement:
"My own understanding of halal-labeled food is healthy, hygienic food using no chemicals. [ .
.] is not just food for Muslims ”(P4).
P (6) "... I think halal food is very clean and good ...."
Some partisipants have provided some comments and give statements as follows
"That [halal food] is clean, clean, I believe it [. . .] I will not buy non-halal food because of
why, it is not as clean as it should be, and I will say no, I prefer halal food "(P3).
Based on the statements above it can be concluded that almost all partisipants have the
perception that halal food is clean.
The Perception of Millennials Consumers that Halal Food is Safe

P (6) "... I think halal food is very clean and good ...."
P (9) "... I don't think halal food is dirty and I often consume it ..."
Anothes partisipants have provided some comments and give statements as follows :
P10) "... I'm sure halal food isn't contaminated by anything ...
P (5) "... I believe halal products are not contaminated from hazardous materials ..."
P (8) ".... I believe halal products are safe for consumption ..."
Based on the some statements above it can be concluded that almost all partisipants have a
positive perception of halal food.
The Perception of Millennials Consumers That Halal Food is of Good Quality
P (6) "... I think halal food has good quality ..."
Participant 11 "... according to me, halal labeled food quality and guaranteed quality ..."
Participant 12 "... I think halal food is more guaranteed and good quality ..."
Participant 13 "... the halal food production process is confronted with quality in process ..."
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Most of the participants gave a positive opinion that halal food is quality, guaranteed quality
and controlled in every process.
R (7) "... the quality of halal food is very good compared to non-halal ..."
Another partisipants have provided some comments and give statements as follows :
P (5) "... I think the raw material is quality ....."
PP 14 "... I guarantee the quality of halal food is very good ..."
P 15 "... I believe in more quality halal food ..."
P (9) "... quality halal products, I have no doubt ...."
P10) "... I'm sure good quality halal food ..."
"I can understand that [halal] is like a sign that shows that this food has been checked for
consumers. That is, there is no blood in it and there is no survival pig "(R4).
perception that halal food is good quality.
Millennials Consumers' Perception That Halal Food Production is a Hygienic

P (6) "... the process of making halal food is very hygienic ...."
P11 "... according to me, halal food is safe and hygienic raw materials ..."
P 12 "... I think halal food is more secure and not contaminated ..."
P 13 "... halal food production processes are not contaminated with hazardous materials ..."
Most participants gave positive opinions that halal food was safe, hygienic, not contaminated,
harmless, safe and hygienic
P (7) "... I think halal food production sites are very clean ..."
P (8) ".... I'm sure halal food is produced according to hygiene standards ....."
PP 14 "... I guarantee halal food is hygienic and not contaminated ..."
PP 15 "... I believe that halal food is more safer and hygienic ..."
P (9) "... the process of producing halal products is controlled and clean ...."
P(5) "... I believe the production process of halal products is according to the standard ...."
From the comments above, it seems that consumer awareness of halal is also related to halal
food products that do not contain alcohol and which are considered unhygienic. Related to
the theme of purity and cleanliness, one of the partisipants said:
"I think, if I buy halal food it helps me not to consume alcohol, it also helps me not to
consume blood in the meat, it also helps me not to consume dirty food in food" (P4).
perception that halal food is clean, safe to eat, hygienically produced, of good quality.
Purchase Interest of Millennials Consumers on Halal Food

"I really got halal food. I will not take anything that is not lawful. Knowing it is not lawful, I
will not consume it "(R1).
P (9) "... sometimes I recommend families to buy halal food ..."
P10) "..every thing I shop for is halal food ..."
4329
Another Partisipant introduced why he bought halal food instead of non-halal food (Haram).
He stated that:"I will not buy food that is not labeled halal because why, it is not clean, not
hygienic and does not contain harmful chemicals as it should, and prefers halal food" (P3).
P 11 "... Halal food is generally only for Muslims but Millennialss also like to consume ..."
P 12 "... halal food is identical with Muslims but many Millennialss consume ..."
P 13 "... halal identic with no pork and contamination feces ..."
P 14 "... I think halal food means good food ..."
P 15 "... halal food is hygienic food, good and not contaminated ..."
Most participants gave some positive opinions that halal food was safe, did not contain pork,
hygienic, not contaminated, harmless, safe and hygienic
"At the location where I grew up [. . .] We don't know who killed the pig; who slaughtered the
chicken; who slaughtered anything; and now in case of halal food, you believe the person
who is slaughtering, you have clear awareness of who has touched that food, who made the
food or who served and prepared the food ”(P2).
Another partisipants believe in the halal food process and they believe that it is safe food. A
Partisipant stated that:
"We do not buy halal food because it is called halal; we buy halal food because we think that
halal food goes through what is written in the Bible too "(P4).
P (6) "... I prefer to buy halal food over non-halal food ..."
"If I buy meat at a non-halal store and I buy the same meat at a Muslim halal food store, at a
non-halal store I don't believe, I'm not sure, because they don't have process of tracking
down everyone who does that, but their halal food has process, they can check where it came
from to the store, that's why we believe "(P4).
This is further proven, when partisipants state that:
"There is a big difference between non-halal food and halal food because I believe in one
thing, I believe, blessed, because blessed I like it" (P3).
P (7) "... I often buy halal food ..."
P11 "... When I was in the supermarket I preferred to buy halal food ..."
P 12 "... I will look for halal food every food shopping ..."
P 13 "... I invite my family to buy halal food ..."
P 14 "... sometimes I recommend my friend to buy halal food ..."
P15 "... I look for halal food every time in the supermarket ..."
Most participants had the intention to buy food labeled as halal
P (8) ".... I prefer to buy halal food ....."
For them, food produced by following halal method is blessed. With regard to the difference
between halal and non-halal food products, one consumer Partisipant stated:
"In the Muslim world, they organize, they examine and give it the name halal. Halal food is
meaningful. It was inspected from the factory, and coming to the store only I believe, that's
halal. I know this chicken has been slaughtered, this cow has been slaughtered and the blood
is down, and I caneating this food is halal, so I can believe that marks the name ". (P4).
Some partisipants of Millennials consumer states that"When I start now choosing halal food,
I see that it is healthier, more professional, has things like that." (P2). "I like to buy and eat
halal food [. . .] Clean, hygienic I often buy ”(P3).
4330
The statement above shows that partisipants want perceived benefits of halal food that is
hygienic clean, therefore they buy and consume halal food. The majority of partisipants are
aware of benefits the halal food products.
5. DISCUSSION
perception that halal food is clean, safe to eat, hygienically produced, of good quality and
they have a high interest in buying halal food.
Millennials Consumer Knowledge about Halal Food

Based on the statements above it can be concluded that almost all partisipants have
the good perception and good halal food knowledge. This result is similar with Mnela (2009)
who found that partisipants chose halal food products over halal food products because they
believed in halal products, especially process of slaughtering animals. Because it's far more
ethical. These results are in accordance with the findings of Hamdan et al. (2013), Saad
(2010), Mnela (2009). In this study, partisipants were aware of how to slaughter animals and
they consciously tracked these products. This is because Millennials consumers are becoming
more aware about food and drinks. This is lawful from the initial step of making it to the last
step. Thus, partisipants believe in halal traceability and logistics. As such, they have
confidence in management of halal food supply chains. As a result, this evidence confirms
literature on quality and fresh food and consumer concerns about food safety standards, also
validity of halal food products. In this study, respectivelyMuslim consumers point to the fact
that meaning of halal food products is extended to halal food process as well. According to
previous research, this is true. All partisipants interviewed in this study believed that halal
food was processed.Majority partisipants have an awareness of buying halal food because
halal food product manufacturers observe process of making halal food. As they know who
made this product, how did they make it, and where did it come from? The proof is in
accordance with research conducted by. In addition, this study agrees with what is found in
the literature. Interestingly, another Millennials consumer stated that he had faith that halal
food was blessed. Therefore, concept of halal was expanded beyond mere trademark, it
became a spiritual image.
Millennials Consumers' Perception that Halal Food is Clean

Based on the statements it can be concluded that almost all partisipants have the perception
that halal food is clean.Most partisipants have chosen to consume halal food products because
they consider that halal food is a healthy choice. This is in line with findings in the literature.
This confirms the study by Rezai et al. (2012) who found that while consumers are aware of
halal they do not need to understand it. The halal food requires that halal food be prepared in
the most hygienic manner, produced cleanly and using halal ingredients to meet food safety
standards. This research showed what partisipants knew about halal food products. In
addition, it has identified partisipants' awareness to buy halal food products. According to the
research findings, partisipants focus on consumption of halal food products due to increasing
concerns about contaminated and unhealthy foods. This is consistent with the results of
research conducted by Zailani et al., 2015. In addition, consumer awareness of halal can
influence their decision to buy and consume food products labeled as halal.It seems that
among the partisipants in this study linking halal with product trust, safety, quality and
4331
cleanliness. This confirms what other studies have found that concept of halal is well
connected, healthy, safe and of high qualityassessment. According to Nastasha (2015) and
Teng et al. (2013), awareness of the benefits of halal food products provides additional
guarantees for food safety and quality. The current study found that partisipants were aware
of the benefits derived from consuming halal food products.
The Perception of Millennials Consumers that Halal Food is Safe
Most partisipants have chosen to consume halal food products because they
consider that halal food is a safe choice. This is in line with findings in the literature. This
confirms the study by Rezai et al. (2012) who found that while consumers are aware of halal
they do not need to understand it. The halal food requires that halal food be prepared in the
most hygienic manner, produced cleanly and using halal ingredients to meet food safety
standards. Aslan, 2016, found that concept of halal is well connected, healthy, safe and of
high qualityassessment. Like the previous Partisipant who confirmed halal relationship with
cleanliness and cleanliness. Awareness of benefits the halal food helps consumers to consume
halal food, which they consider healthy according to research conducted by Aziz and Chok
(2013), Golnaz et al. (2010), and Golnaz et al. (2012). In addition, one Partisipant gave an
indication that Millennials consumers are looking for halal food products because they
believe that food is safe and clean. Consumers want halal and quality food and understand
process of producing halal food products. This is because they are very concerned about food
safety. On the one hand, consumers have awareness and trust in food products that are
produced based on halal requirements.
Millennials Consumers' Perception That Halal Food Production is a Hygienic
the good perception and halal food is hygienic .This statement shows that partisipants chose
to consume halal foodbecause he felt that they were getting pure and healthy food products.
Armitstead (1998) shows that consumer awareness of food and health problems has
increased. This involves all consumers whether Christian, Jewish, Hindu or Muslim.
Thisconfirms what was reported by the Islamic Food and Nutrition Council of America
(2009) focus on foods that are healthy and not contaminated. Halal food comes from foods
that can be categorized, safe and harmless. Cleanliness is an important quality for getting
halal food products. This study shows that process of preparing halal food products follows
clean and hygienic production. This finding is consistent with the findings of Abdullah
(2006), Golnaz et al. (2010) and Marzuki et al. (2012). Halal food products seem to offer
greater benefits. Burgmann (2007) found that halal food is cleaner, healthier, and tastier. In
addition, this finding is consistent with the findings of Golnaz et al. (2010) which states that
consumers are aware the benefits of halal method of slaughtering animals and food safety. It
also helps consumers avoid consumption of contaminated food. The study found that
partisipants were looking for halal products, which they believed were safe, healthy and good
for consumption.
Purchase Interest of Millennials Consumers on Halal Food

the good perceptionAll partisipants stated the reasons for choosing halal food products rather
than choosing non-halal food products. Yunus et al. (2014) explains that awareness of halal
4332
helps Muslim consumers to have a clearer picture and then make a purchasing decision,
which is in harmony with their preferences and beliefs.The above partisipants have
confidence that halal is not a fair name, but halal food lies in the rules of the Bible, like halal
food produced under same direction as the Bible. For example, buying halal food from
Muslim supermarkets provides peace of mind and guarantees that products are produced in a
safe manner. Hamdan et al. (2013) found that Muslim consumers made purchasing decisions
according to their awareness of processed food products and not by looking for halal-labeled
packaging. Some partisipants did not buy halal food products because of their names; they
buy it because they are aware of manufacturing process. This is because consumers believe
that halal food products track more stringent quality and safety standards than non-halal
products. It is clear that process of producing halal food products is more easily recognized
than process of producing halal food products. One Partisipant gave a reason why the trust to
buy halal food products. His belief in halal food products comes from his awareness of
processes involved in producing halal food products
The results of this study found that consumers have different ways in connection
with consumer awareness halal food process. According to Saad (2010), the term halal is not
referred to as a business name but rather as a sign to indicate that products carrying this name
are free from pork, carnivorous animals, animals that die before slaughter, animals do not
slaughter in the name of God). This is consistent with research conducted by Hamdan et al.
(2013). It also shows that process of preparing halal food productsfollows a clean and
hygienic production process. Process of producing halal food products is easier to trace than
process of producing non-halal food products. Partisipants from this study were aware of
animal slaughter method and realized that it was very easy to traceproduct. Thus, partisipants
believe in halal and logistical searches. As a result, this confirms literature on quality and
fresh foodconsumer concerns about food safety standards for example. All partisipants stated
that they understood about halal food products expanded to the halal food process too. This is
because the belief in halal food products comes from their awareness of processes involved in
producing halal food products.
According to Abdullah (2006), the level of awareness is influenced by the quality of

information available and access to that information. This agrees with what the Islamic Food
and Nutrition Council of America (2009) reported that focus on halal food is to be healthy
and not contaminated. Because consumers before deciding to buy halal food products, they
must know some information related to food products that they want to buy. In addition,
consumers want to know the answers to questions such as, where do these food products
come from, who are the producers of the products, how are they made?. Partisipants from this
study feel halal food with confidence, where they believe that halal food products are healthy
and clean. Concept of halal is connected with good, healthy, safe and high-quality
assessment. All statements made by consumers are in accordance with research findings. For
example, Aziz and Chok (2013), Mohamed Elias et al. (2016), and Lee et al. (2016), shows
that concept of halal awareness is proven in many aspects of halal including its benefits,
processes and importance.
Halal food is a major concern for Muslim and Millennials consumers. This is
becausecleanliness and cleanliness. In this study it was found that each Partisipant has a high
awareness of halal. In addition, Millennials consumers pursue advantages and disadvantages
of halal food products when they consume them. This supports research by Mnela (2009) and
4333
Ireland and Rajabzadeh (2011). Some partisipants commented that having halal food products
is acceptable to achieve peace of mind. The current research found that awareness of halal
food plays an important role in awareness and understanding of health and safety. This is
consistent with the results found in the literature. He also found that level of awareness was
the most important factor influencing consumers' choices to buy halal food products, which
was in accordance with the results found in the research of Hamdan et al. (2013). Partisipants
were more aware of importance consuming halal food. This agrees with Man and Sazili
(2010). Halal food is beneficial for Millennialss, and is accepted as a quality system
throughout the world.
Most of the consumers of this generation prefer to spend money on something that enriches
the experience. They are even willing to pay dearly. It seems that quite a number of brands
have realized this. No wonder many brands have changed their marketing strategy to become
experiential marketing. Basically, this strategy includes the opportunity to interact, both with
brands and other consumers. This can be in the form of a meeting in a particular city or a
virtual experience.
Millennials often share their shopping experiences on social media. As the first generation
exposed to significant technological developments, this is very natural. Social media is
considered the right medium for their opinions to be heard, as well as to hear other people's
opinions. Therefore, brands need to be actively involved with social media users. Really
listen to what customers have to say and are ready to tackle any issues that arise. Consumers
of this generation don't mind trying new brands. They are sometimes more inclined towards
new, innovative brands than old brands that are considered trustworthy. This generation's
loyalty to a brand is relatively low. Brands need to start thinking about meeting consumer
needs, not winning over competitors. Business models also need to be reorganized, loyalty is
no longer the end goal, but always provide reasons for consumers to reconnect. Interestingly,
even though this generation is open to new brands, they are not just willing to try new brands.
In fact, they actively avoid advertisements created by brands, preferring to wait for someone
they trust to try a product and share their opinion. This generation also trusts consumer
reviews more than brand descriptions. So, your step is right if you include collaboration with
influencers as part of your marketing strategy. Millennials almost always appreciate brands
that create advertisements or social media content that are considered relevant to them.
Personalization and relevance are the keys to reaching this consumer group. So, brands need
to do research on how to connect and be considered relevant.
6. CONCLUSION
This research concludes that Millennials consumers have good knowledge and perception of
halal food that is clean, safe, hygienic, hygienicly produced. Millennials consumers also have
a high interest in buying halal food products.This study found that partisipants of Millennials
consumers in Indonesia had awareness and positive perceptions of halal food, including its
benefits and production processes involved in producing these foods. The study also
concluded that halal is not just a commercial name used as a trademark of food products on
the market. However, halal also has several dimensions as an image or sign of health and
cleanliness. With regard to psychological aspects, halal is considered as a sign of trust,
comfort and security. This gives consumers peace of mind when they consume food products
that carry the halal label. Based on the results obtained from this study, awareness of
identifying as a key factor influences the intention to buy halal food products. Partisipants
seemed to understand some information relating to halal food products. They realize benefits
4334
and advantages of halal labeled food products. Some of the benefits of doing this research,
namely as an additional reference to gain knowledge about the Indonesia halal food industry.
For food producers who have not yet carried out halal certification on their products, they
should immediately do the certification, because Muslim and Millennials consumers provide
a positive perception of halal products. From this study some information about partisipants
in Indonesia was known, especially those related to the level of awareness, understanding and
attitude towards purchase of halal-labeled food products. Limitation in the study was that the
small sample size was chosen for this study. Another limitation is that, research is only
conducted in the city of Indonesia. Further studies on other halal segments such as cosmetics
and medicines, which can improve the overall image of halal products in Indonesia and other
regions.
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International Journal of Academic Research in Business and Social Sciences

Vol. 1 1 , No. 8, 2021, E-ISSN: 2 2 2 2 -6990 © 2021 HRMARS

Analyzing Attitude of Halal Food Purchasing Among Muslim

Received: 07 June 2021, Revised: 12 July 2021, Accepted: 28 July 2021

Published Online: 09 August 2021

In-Text Citation: (Rahim et al., 2021)

Copyright: © 2021 The Author(s)

Vol. 11, No. 8, 2021, Pg. 1124 - 1135

Full Terms & Conditions of access and use can be found at

Analyzing Attitude of Halal Food Purchasing

Nadiah Rus Liyana Rusli

Keywords: Attitude, Halal Products, Purchase, Millennial, Muslim, Quantitative Study

Halal Understanding and Attitude of Halal Food Products Purchase

Halal Logo and Attitude of Halal Food Products Purchasing

Social Media Influencer and Attitude of Halal Food Products Purchasing

Religiosity and Attitude of Halal Food Products Purchasing

Halal Logo H2 Attitude of

Figure 1: Theoretical Framework

Result and Discussion

Table 1: Respondent’s Profile

Linear Regression Results

Table 2: Results of Linear Regression

Factors Influencing Muslim Millennial Attitude towards Halal Food Products

Exploring Factor's Affecting Consumer's

KeyWord : Halal Awareness, Halal Food Products,Purchase Intentions, Millennials

The level of consumption of the global Muslim community as a whole is estimated at

Halal Food Products

they like.Millennials Believe More in Individual Information or User Generated Content

Table 1. Profile of Millennials Partisipants

Initial Gender Age Status Education

Millennials Consumer Knowledge about Halal Food

Millennials Consumers' Perception that Halal Food is Clean

The Perception of Millennials Consumers that Halal Food is Safe

The Perception of Millennials Consumers That Halal Food is of Good Quality

Millennials Consumers' Perception That Halal Food Production is a Hygienic

Purchase Interest of Millennials Consumers on Halal Food

Millennials Consumer Knowledge about Halal Food

Millennials Consumers' Perception that Halal Food is Clean

The Perception of Millennials Consumers that Halal Food is Safe

Millennials Consumers' Perception That Halal Food Production is a Hygienic

Purchase Interest of Millennials Consumers on Halal Food

According to Abdullah (2006), the level of awareness is influenced by the quality of

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