Explaining Halal Chocolate Purchase Intention Among Muslim Young Adults in Malaysia
Menjelaskan Niat Membeli Coklat Halal di Kalangan Golongan Muda Islam di Malaysia
DOI:
https://doi.org/10.33102/sainsinsani.vol8no2.588Keywords:
Halal Chocolate, Young Adult, Muslim, Theory of Planned BehaviourAbstract
Abstract: Chocolate, a timeless household staple, remains a popular guilty pleasure enjoyed by people of all cultures and ages, enduring both good and bad times, and remains a timeless and appealing choice. While everyone loves chocolate, Muslims are only allowed to consume Halal chocolate due to religious obligations. Halal chocolate is becoming increasingly popular as consumers develop a greater awareness of Halal foods and the benefits associated with them. Using the Theory of Planned Behaviour (TPB), this study examines the intention to purchase Halal chocolate among Muslim young adults in Malaysia. A total of 204 Muslims aged 18 to 34 participated in an online survey distributed through various social media platforms using Google Forms. Multiple regression analysis was performed to analyse the data. The results show that attitude, subjective norms, and perceived behavioural control significantly influence the intention to purchase Halal chocolate among Muslim young adults in Malaysia. Theoretically, this study adds to the limited existing literature on Muslim consumers' Halal chocolate purchasing intentions and the robustness of the TPB in explaining purchase intention. Practically, this study assists the Halal chocolate producers, manufacturers, importers, and exporters to engage with their Muslim consumers to promote the consumption of Halal chocolate in the country.
Abstrak: Coklat, kudapan seisi rumah, kekal sebagai kudapan yang menyeronokkan tetapi tidak menyihatkan yang popular untuk dinikmati oleh semua lapisan masyarakat dari pelbagai budaya dan peringkat umur. Coklat kekal menjadi pilihan di saat gembira dan sedih. Walaupun coklat digemari oleh semua, tetapi orang Islam hanya dibenarkan mengambil coklat yang Halal disebabkan oleh kewajipan agama. Coklat Halal menjadi semakin popular apabila pengguna meningkatkan kesedaran tentang makanan Halal dan faedah yang berkaitan dengan makanan Halal. Dengan menggunakan Teori Tingkah Laku Terancang (TPB), kajian ini mengkaji hasrat untuk membeli coklat Halal dalam kalangan golongan muda Islam di Malaysia. Seramai 204 orang Islam berumur 18 hingga 34 tahun menyertai tinjauan dalam talian yang diedarkan menerusi pelbagai platform media sosial iaitu Borang Google. Analisis regresi berganda digunakan untuk menganalisis data. Hasil kajian menunjukkan bahawa sikap, norma subjektif, dan kawalan tingkah laku berpengaruh signifikan terhadap niat untuk membeli coklat Halal dalam kalangan golongan muda Islam di Malaysia. Secara teorinya, kajian ini menambah kepada literatur sedia ada yang terhad mengenai niat membeli coklat Halal di kalangan pengguna Muslim dan keteguhan teori TPB dalam menjelaskan niat pembelian. Secara praktikal, kajian ini membantu pengeluar, pengilang, pengimport, dan pengeksport coklat Halal untuk lebih memahami pengguna Muslim dalam mempromosikan pengambilan coklat Halal di negara ini.
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