Padang- A study published in 2026 reveals new insights into how young Muslim consumers make decisions about halal fast food. The research, written by Tharisa Oksega Primulin and Abror from Universitas Negeri Padang, shows that halal awareness alone does not directly encourage Generation Z consumers to buy halal fast food products. The study was published in the international journal East Asian Journal of Multidisciplinary Research and focuses on Muslim Generation Z consumers in Padang City, Indonesia.
The findings highlight an important shift in consumer behavior. While halal awareness remains an important value among Muslim consumers, it does not automatically translate into purchasing decisions. Psychological factors, perceived benefits, and consumer perceptions play a stronger role in shaping whether young consumers intend to buy halal fast food.
Growing Halal Industry Meets Changing Consumer Behavior
The global halal industry has expanded rapidly over the past decade, especially in the food and beverage sector. Indonesia, home to the world’s largest Muslim population, represents one of the most important markets for halal-certified food products. Fast food restaurants that offer halal menus are increasingly visible across Indonesian cities.
Generation Z consumers have become one of the most influential groups driving this market growth. Born in the digital era, this generation is highly connected, information-driven, and exposed to a wide variety of lifestyle choices. Their purchasing decisions are often influenced not only by religious considerations but also by convenience, product quality, brand reputation, and perceived value.
Padang City in West Sumatra provides a unique context for studying halal consumption behavior. The city has a predominantly Muslim population with strong cultural and religious traditions. At the same time, young consumers in Padang are increasingly exposed to modern food trends and international fast food brands.
The research conducted by Tharisa Oksega Primulin and Abror from Universitas Negeri Padang examines how halal awareness interacts with psychological factors, consumer perceptions, and religiosity to shape purchasing intentions among Generation Z.
Survey of 290 Muslim Generation Z Consumers
The research used a quantitative survey approach involving 290 Muslim Generation Z respondents in Padang City. Participants represented young consumers who are familiar with or interested in halal fast food products.
To understand the relationship between different factors influencing purchasing behavior, the researchers developed an analytical framework combining several variables. These included halal awareness, psychological factors such as attitudes and social norms, consumer perceptions regarding benefits and risks, and individual religiosity levels.
The collected data were analyzed using Structural Equation Modeling with the Partial Least Squares approach (SEM-PLS). This method allowed the researchers to examine complex relationships between the variables and identify which factors most strongly influence purchase intentions.
Through this analysis, the study explored how halal awareness affects consumer perceptions and psychological responses, and whether these factors eventually lead to stronger intentions to buy halal fast food products.
Key Findings of the Study
The research produced several notable findings about the consumption behavior of Muslim Generation Z consumers.
First, halal awareness significantly influences psychological factors. Consumers who have a higher level of halal awareness tend to develop stronger attitudes, social norms, and behavioral considerations related to halal consumption.
Second, halal awareness also affects consumer perceptions. Respondents with greater awareness of halal concepts tend to evaluate halal fast food products more carefully, considering both the benefits and potential risks.
However, the most striking finding is that halal awareness does not directly influence purchase intention. Even when consumers understand and value halal principles, that awareness alone does not necessarily lead them to purchase halal fast food.
Instead, purchase intention is more strongly influenced by perceived behavioral control, which reflects consumers’ confidence in their ability to purchase the product, and perceived benefits, which represent the advantages consumers believe they gain from the product.
The study also finds that religiosity acts as a moderating factor. The level of religiosity influences how halal awareness relates to purchasing intentions, although the effect is not always straightforward or consistently strengthening the relationship.
Implications for the Halal Food Industry
The findings provide valuable insights for businesses operating in the halal food sector, particularly fast food brands targeting young consumers.
For companies, relying solely on halal certification as a marketing strategy may not be enough to attract Generation Z consumers. While halal status remains important, young consumers also evaluate other aspects such as product quality, taste, accessibility, convenience, and overall value.
In other words, halal labeling functions as a fundamental requirement, but it is not the only factor driving purchase decisions.
Tharisa Oksega Primulin from Universitas Negeri Padang explains in the study that halal awareness tends to shape how consumers perceive products rather than directly triggering purchase decisions. Abror from Universitas Negeri Padang also emphasizes that psychological factors and perceived benefits play a stronger role in determining whether Generation Z consumers intend to buy halal fast food.
These insights are also relevant for policymakers and halal certification authorities. Efforts to improve halal literacy among consumers should be accompanied by improvements in product quality, transparency of information, and accessibility of halal products.
Understanding the Modern Muslim Consumer
The study highlights how consumer behavior among modern Muslim youth is becoming increasingly complex. Religious values continue to play a significant role, but they interact with a variety of other considerations in shaping purchasing decisions.
Generation Z consumers evaluate multiple aspects before deciding to buy a product. These include perceived benefits, convenience, brand trust, product quality, and overall experience.
Understanding these dynamics is essential for businesses, researchers, and policymakers seeking to strengthen the halal ecosystem in Indonesia and globally.
As the proportion of Generation Z consumers continues to grow, research like this provides valuable evidence for predicting how halal consumption patterns may evolve in the future.
Author Profile
Tharisa Oksega Primulin at Universitas Negeri Padang w
Abror at Universitas Negeri Padang
East Asian Journal of Multidisciplinary Research, 2026.
DOI:https://doi.org/10.55927/eajmr.v5i2.12
Journal URL:https://journaleajmr.my.id/index.php/eajmr
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