The impact of habit and halal involvement on the intention to purchase international branded food: evidence from Indonesia
Authors: Khasanah Miftakhul 
Published: December 2024

Purpose

This study aims to understand and analyze Generation Z’s interest in international food brands in Indonesia, as well as how habits and halal values influence their consumption behavior. The research focuses on identifying factors that motivate Generation Z to choose international food brands while addressing the conflict between developing consumption habits and adhering to halal principles (Kusuma, 2020). By integrating theories of consumer behavior, such as the theory of planned behavior and consumer culture theory, this study aims to provide insights into how young consumers in Indonesia make purchasing decisions in this complex context.

Design/methodology/approach

This research uses a quantitative approach. Sampling was done using the judgment (purposive) sampling method. The sample criterion was Generation Z (born in 1995–2010), who are Muslim in Indonesia. Data collection was obtained from primary data by distributing online questionnaires. The questionnaire was distributed from February 2024 to March 2024. The scale used a 1–5 Likert scale. Accordingly, the data were obtained from 1,310 respondents. After selection, 918 data were obtained that met the criteria for analysis. The research hypothesis testing was carried out using the structural equation modeling approach based on partial least square.

Findings

The results of this research reveal that the intention to purchase foreign brands of halal food among Generation Z Muslims in Indonesia is influenced by habits, halal involvement, attitudes, subjective norms and perceived behavioral control (PBC), where habits and halal involvement have a stronger direct influence on the intention to purchase foreign brands of halal food. Attitudes and subjective norms are unable to mediate the relationship between habit and purchase intention. Meanwhile, PBC acts as a partial mediator between habit and halal involvement with the intention to purchase foreign brands of halal food.

Research limitations/implications

This study highlights Generation Z’s consumption patterns of halal food in Indonesia, in addition to representing the majority of the Indonesian population.

Practical implications

This finding has important implications for producers, marketers and policymakers, especially considering the high halal involvement among Muslim consumers in Indonesia, where halal certification not only enhances consumer trust but also serves as a competitive advantage for international brands. Marketers need to recognize that Generation Z is critical and independent in their purchasing decisions, so marketing campaigns emphasizing transparency in halal information and product quality, as well as involving trusted influencers, can boost purchase interest and reflect companies’ adaptation to the values of a new generation that is more concerned with halal aspects.

Social implications

The research highlights significant social implications for Indonesian society, particularly among Generation Z Muslims. It enhances awareness of halal food choices, encouraging consumers to prioritize halal principles while navigating their preferences for international brands. The findings also aid the halal food industry in improving transparency and quality, fostering a deeper understanding of the interplay between cultural and religious values in consumption. Furthermore, it underscores the need for educational initiatives aimed at increasing halal literacy among young consumers, helping them reconcile their purchasing habits with their religious beliefs.

Originality/value

The study provides new insights into the purchasing behavior of Generation Z Muslims in Indonesia, focusing on how habits and intentions interact in halal food choices while highlighting the impact of cultural and religious values on modern consumer habits. When individuals develop habits that overlook halal considerations, they may experience cognitive dissonance – feeling uncomfortable due to the conflict between their strong beliefs about halal food and their actual behaviors.