Nowadays, youth consumers have turned out to be increasingly aware and sensitive towards Halal food products requirements. Recently, there were premises found not having Halal certification logo serving viral beverages. People nowadays especially young adults will not usually think twice about purchasing those beverages and they are willing to stand in a long queue. This study was done to determine the relationship between influential factors such as attitudes, subjective norms and behavioral control according to the Theory of Planned Behavior towards the purchase intention of Halal food products. The respondents for this study were students in Faculty of Hotel Management and Tourism, UiTM Puncak Alam. Factors that lead to purchase intentions among consumers must be well-informed in order to boost growth of Halal industry. Based on multiple linear regression analysis, subjective norms were found to have a significant impact on the intention to purchase Halal food products while attitudes were seen to have no effect significant to the intention of purchasing Halal food products. The findings show that an individual can control their perceptions and intentions of purchasing Halal food products. Therefore, this study had achieved its main objectives by validating that the intention to purchase was significantly influenced by subjective norms and behavioral control and subjective norms was the most influential factor influencing purchasing intention among students.
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