How education level polarizes halal food purchase decision of Indonesian millennials

Purpose The purpose of this paper is to evaluate Indonesian Muslim millennials’ decision-making process in purchasing halal food by introducing knowledge variable into the theory of planned behavior framework and education level (EL; i.e. low vs high) as the moderating variable. Design/methodology/a...

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Bibliographic Details
Published in:Journal of Islamic marketing 2022-12, Vol.13 (12), p.2582-2610
Main Authors: Wibowo, Mas Wahyu, Putri, Auditia Lintang Sari, Hanafiah, Ali, Permana, Dudi, Sh Ahmad, Fauziah
Format: Article
Language:English
Subjects:
Baby boomers
Certification
Consumer behavior
Consumers
Consumption
Decision making
Food products
Halal food
Knowledge
Lifestyles
Marketing
Millennials
Muslims
Personality
Population
Purchase intention
Variables
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Summary:Purpose The purpose of this paper is to evaluate Indonesian Muslim millennials’ decision-making process in purchasing halal food by introducing knowledge variable into the theory of planned behavior framework and education level (EL; i.e. low vs high) as the moderating variable. Design/methodology/approach There were 400 questionnaires that were distributed to obtain responses from Indonesian Muslim millennials consumers. SmartPLS was used as the structural equation modeling approach to perform the multi-group analysis. Findings EL plays an important role that determines Indonesian Muslim millennials’ decision-making process to purchase halal food. Research limitations/implications The EL was distinguished based on the Indonesian formal education system, which excluded the religious education system from the analysis. Practical implications The information conveyance of halal food product attributes should be conducted gradually according to the millennial consumers’ EL. Millennial consumers with higher EL are more likely to internalize the credence attributes of halal food compared to the lower EL counterpart. Originality/value This study found the significant differences in terms of halal food purchase decision-making between the two groups of lower EL and higher EL.
ISSN:1759-0833
1759-0833
1759-0841
DOI:10.1108/JIMA-10-2020-0323