Over the past several years, halal product has gained considerable popularity across the globe. However, the concept of halal product has yet to be fully comprehended and emphasized among youngsters, especially the private university students. As a university student who live in dormitories or hostel, they will take steps to save money. This is because of the higher cost of living outside compared to university students who lives at home with parents. When they take the initiative to buy a product, it is certainly that students will choose to purchase cheaper product. This will cause especially Muslim students, to not care about the ingredients contains in the product. This after-effect has led university student to avoid purchasing halal products and disregard the advantages it offers. This study is applying Theory of Planned Behavior as a theoretical framework with aim of focusing on smaller scale prior to research of examining halal product purchasing behavior among private university student in Kelana Jaya. Data are collected through questionnaire.
Ajzen, I. (1991), “Theory of planned behavior”, Organization Behavior and Human Decision Process, Vol.50, pp. 179-211
Ajzen, I., and Fishbein, M. (1985), “The prediction of behavior from attitudinal and normative variables”, Journal of Experimental Social Psychology, Vol. 6, pp. 466-88.
Shah, A. S., and Mohamed, S. N. (2011). “Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Mangement”. Vol 21 No. 1, pp. 8-20
Anne-Birte, S. (2007), “Al Islami Foods, a leading provider of quality ‘real halal’ food products”, paper presented at the World Halal Forum (WHF) Halal Industry Dialogue, Dubai, available at: www.ameinfo.com/news/Detailed/111503.html (accessed 12 May 2008).
Anssi, T., and Sanna, S. (2005), “Subjective norms, attitudes and intentions of Finnish consumers in buying organic food”, British Food Journal, Vol. 107 No. 11, pp. 808-22
Bonne, K., and Verbeke, W. (2006), “Muslim consumer’s attitude towards meat consumption in Belgium: insights from a means-end chain approach”, Anthropology of Food, Vol. 5.
Joey, F. G. (2004), “The theory of planned behavior and internet purchasing”, Internet Research, Vol. 14 No. 3, pp. 198-212
Paul, J., Rana, J., (2012). “Consumer behavior and purchase intention for organic food”. J. Consum. Mark. 29 (6). 412-422.
Rashidi, R., Malik, I., & Zamri, F. I. H. (2025). Factors that Influencing the Purchase Intention on Halal Product among Private University Students. International Journal of Academic Research in Business and Social Sciences, 15(11), 830–836.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
