Purchase intention of halal food among the Young University students in Malaysia

The purpose of this study is to examine young Malaysian university students’ purchase intention towards halal food. The study also extends to measure the level of awareness, understanding of the purchase intention, the solidity of religious belief and commitment recognition, and the last thing is the perception of halal certification towards halal foods. The design of this research is survey research that uses four variables and a quantitative survey was used to gather data to test the hypothesis and also explained the relationship and the underlying influence of these variables. The statistical programme, SPSS, was used to analyze and interpret the results. The study revealed that Universities' young students are very conscious about Halal purchase intention. There are three variables out of four (religiosity, self-identity, and halal certificate) that are affected by its dependent variable. The paper concludes that firms or organizations must comply with the Islamic point of view. Especially the business organization those who are targeting the Muslim population. Among the total 1.8 Billion Muslim population majority is adult age. Therefore, Halal products must be labelled accordingly as it may affect the purchase intention of each individual especially the new generation.