Behavioral Influence on Halal Food Consumption of Millennial Consumers in BARMM, Philippines

Halal has caught the interest of customers worldwide, both Muslims and non-Muslims. The concepts and principles, however, were little understood, and the research was limited to Muslims. Hence, the study on the behavioral influence of halal food consumption was conducted considering two religions and the millennials. The validated and pre-tested survey instruments were distributed in selected cities and municipalities of the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), Philippines with a total of 536 participants. Following the standards of analysis, IBM SPSS software version 22 of the University was used to analyze the 519 valid questionnaires. Six-stages of CB-SEM was employed providing TPB models that are in good fit considering the satisfaction of measures including x² statistic, root mean square error of estimate (RMSEA), standardized root mean square residual (SRMR), normed x², comparative fit index (CFI) and parsimony normed fit index (PNFI). The measurement model was confirmed to be applicable in the local setting and the proposed structural model is significant and acceptable. The re-specification generates the knowledge, subjective norms, and attitude that are positively related and statistically significant to intention to buy. The findings revealed also that the intention to buy and all variables pertaining to it highly explained the halal food consumption of millennials. Government and schools are encouraged to collaborate to intensify the promotion on halal food products and sustain the appreciation of consumers.