Gen Z as Halal Consumers: Omani Scope

Year 2022, Volume: 4 Issue: 2, 38 - 49, 31.12.2022

Sedat Yüksel

https://doi.org/10.53569/apjhls.1038904

Abstract

This study aimed to describe knowledge, attitudes, perception and behavior of Gen Z (born in between 1997-2012)
group towards Halal concept in Oman. The study has been designed as survey to collect quantitative data from
primary sources via questionnaire. Non-probability sampling methods were employed due to COVID-19 restrictions at data collection stage. Findings of the study are supporting to earlier studies which have reported low knowledge, awareness, consciousness, attention about Halal product among Muslims especially in Islamic Law compliant countries. Halal concerns of Gen Z were averagely recorded and Halal consumer behaviors have not been significantly differentiated by gender, education level, marital status, income, habitat, source of personal income, knowledge level about Halal, shopping mode, and shopping frequency in Omani context.

Keywords

Halal, Gen Z, lifestyle, consumer behavior, Oman

References

• Ab Rashid, N., & Bojei, J. (2019). The relationship between Halal traceability system adoption and environmental factors on Halal food supply chain integrity in Malaysia. Journal of Islamic Marketing, 11(1), 117–142. https://doi.org/10.1108/ JIMA-01-2018-0016.
• Abd. Rahim, N., & Junos, S. (2012). The Halal product acceptance model for the religious society. Business & Management Quarterly Review, 3(1), 17–25.
• Afendi, N. A., Azizan, F. L. & Darami, A. I. (2014). Determinants of Halal purchase intention: case in Perlis. International Journal of Business and Social Research, 4, 118-123.
• Ahmad, A. N., Abd Rahman, A. & Ab Rahman, S. (2015). Assessing knowledge and religiosity on consumer behavior towards Halal food and cosmetic products. International Journal of Social Science and Humanity, 5, 10.
• Aisyah, M. (2014). The influence of religious behavior on consumers’ intention to purchase Halal-labeled products. Business and Entrepreneurial Review, 14(1), 15–32.
• Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Engle-wood-Cliffs, N.J.: Prentice-Hall.
• Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In: Kuhl, J., Beckmann, J. (eds) Action Control. SSSP Springer Series in Social Psychology. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2
• Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T.
• Alhariri, M. & Al-Mazeedi, H.M.M. (2020). Halal Food Production in the Arab World. In Y.R. Al-Teinaz, S. Spear & I.H.A. Abd El-Rahim (Eds) The Halal Food Handbook. https://doi.org/10.1002/9781118823026.ch22
• Amarul, A., Sukirno, S., & Kurnia, D. (2019). Understanding the awareness of the importance of Halal labels to business actors based on range of long business variations. Business and Management Research, 8(1), 17–21. https://doi. org/10.5430/bmr.v8n1p17.
• Ambali, A. R., & Bakar, A. N. (2014). People’s awareness on Halal foods and products: Potential issues for policy-makers. Procedia - Social and Behavioral Sciences, 121(March 2014), 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104.
• Amin, H., Abdul-Rahman, A. R., & Razak, D. A. (2014). Theory of Islamic consumer behaviour: An empirical study of consumer behaviour of Islamic mortgage in Malaysia. Journal of Islamic Marketing, 5(2), 273–301. https://doi.org/10.1108/ JIMA-06-2013-0042.
• Ardyanti, N. binti. A, Nashril, T. bin. T. A, & Helmi, M. bin. A. Y. (2013). A study on Halal food awareness among muslim customers in Klang valley. 4th International Conference on Business and Economic Research Proceeding (4-5 March), Golden Flower Hotel, Bandung, Indonesia, 1073–1087.
• Aung, M. M., & Chang, Y. S. (2014). Traceability in a food supply chain: Safety and quality perspectives. Food Control, 39(May 2014), 172–184. https://doi. org/10.1016/j.foodcont.2013.11.007.
• Aziz, Y. A. & Chok, N. V. (2013). The role of Halal awareness, Halal certification, and marketing components in determining Halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25, 1-23.
• Basri, Y. Z., & Kurniawati, F. (2019). Effect of religiosity and Halal awareness on purchase intention moderated by Halal certification. KnE Social Sciences/ International Conference on Economics, Management, and Accounting, 2019, 592– 607. https://doi.org/10.18502/kss.v3i26.5403.
• Bouzenita, A.I, Kirsten, H & Wood, B.P. (2019). Pandora’s Box on the Shelf? Halal Certification, the GMF Marketplace and the Muslim ConsumerJournal of Islamic Studies Vol.10 No.1 January – June 2019
• Briliana, V., & Mursito, N. (2017). Exploring antecedents and consequences of Indonesian Muslim youths’ attitude towards Halal cosmetic products: A case study in Jakarta. Asia Pacific Management Review, 22(4), 176–184. https://doi. org/10.1016/j.apmrv.2017.07.012.
• Dali, N.R.S.M., Sulaiman, S., Samad, A. A., Ismail, N. & Alwi, S. H. (2007). Halal Products From The Consumers Perception. An Online Survey. Proceeding of the Islamic Entrepreurship Conference, Kolej Universiti Islam Malaysia, 2007.
• Dali, N.R.S.M., Yousafzai, S., & Hamid, H. A. (2019). Religiosity scale development, 10(1), 227–248. https://doi.org/10.1108/JIMA-11-2016-0087.
• DinarStandard, (2020). 2020/21 State of the Global Islamic Economy Report, Thriving in Uncertainty, https://www.salaamgateway.com/specialcoverage/SGIE20-21 retrieved on 10.02.2022
• Ghadikolaei, F. S. (2016). The effect of Halal signs and symptoms on consumers’ purchase intention in Muslim and non-Muslim countries – a review. International Journal of Business and Management Invention, 5(7), 44–49.
• Gillani, Syeda & Ijaz, Farrukh & Khan, Shah. (2016). Role of Islamic Financial Institutions in Promotion of Pakistan Halal Food Industry. Islamic Banking and Finance Review. 3. 29-49.
• Girish, P. S., & Barbuddhe, S. B. (2020). Meat traceability and certification in meat supply chain. Meat Quality Analysis: Advanced Evaluation Methods, Techniques, and Technologies, 2(Fall), 153–170. https://doi.org/10.1016/B978-0-12-819233- 7.00010-0.
• Golnaz, R., Zainalabidin, M., Mad Nasir, S., & Chiew, E. F. C. (2010). Nonmuslims’ awareness of Halal principles and related food products in Malaysia. International Food Research Journal, 17(3), 667–674.
• Hanzaee, K. H. & Ramezani, M. R. (2011). Intention to Halal products in the world markets. Interdisciplinary Journal of research in Business, 1, 1-7.
• Hasan, M. (2019). Social marketing: an Islamic perspective. Journal of Islamic Marketing.
• Hashim, A.H & Othman, M. N. (2011). Halal Food Consumption: A Comparative Study Between Arab Muslims And Non Arab Muslims Consumers In Malaysia. Australian and New Zealand Marketing Academy Conference, Perth, 28-30 November 2011
• Henderson, J. C. (2016). Halal food, certification and Halal tourism: Insights from Malaysia and Singapore. Tourism Management Perspectives, 19(Part B), 160–164. https://doi.org/10.1016/j.tmp.2015.12.006.
• Izberk-Bilgin, E. & Nakata, C. C. (2016). A new look at faith-based marketing: The global Halal market. Business Horizons, 59, 285-292.
• Jamal, A., & Sharifuddin, J. (2015). Perceived value and perceived usefulness of Halal labeling: The role of religion and culture. Journal of Business Research, 68(5), 933–941. https://doi.org/10.1016/j.jbusres.2014.09.020.
• Jannat, M. & Islam, M. M. (2019). Consumers' purchase intention towards certified Halal foods. International Journal of Islamic Marketing and Branding, 4, 228-248.
• Jannah S.M. & Al-Banna, H. (2021). Halal awareness and Halal traceability: Muslim consumers’ and entrepreneurs’ perspectives, Journal of Islamic Monetary Economics and Finance, Vol. 7, No.2 (2021), pp. 285 – 316
• Kamaruzaman, K. A. (2008). Halal cosmetics: Between real concerns and plain ignorance. The Halal Journal, 3, 26-28.
• Khan, M. M., Asad, H., & Mehboob, I. (2017). Investigating the consumer behavior for Halal endorsed products: Case of an emerging Muslim market. Journal of Islamic Marketing, 8(4), 625–641. https://doi.org/10.1108/JIMA-09-2015-0068.
• Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose Halal products using Theory of Reasoned Action. International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66–76. https://doi. org/10.1108/17538390910946276.
• Luna-Reyes, L. F., Zhang, J., Whitmore, A., Jarman, H., Picazo-Vela, S., Andersen, D. L., … Andersen, D. F. (2014). Full information product pricing: An information strategy for harnessing consumer choice to create a more sustainable world. Communications of the Association for Information Systems, 34(32), 637–654. https://doi.org/10.17705/1cais.03432.
• Majid, M. B., Sabir, I., & Ashraf, T. (2015). Consumer purchase intention towards Halal cosmetics & personal care products in Pakistan. Global Journal of Research in Business & Management, 1(1), 47–55.
• Marmaya, N. H., Zakaria, Z., & Mohd Desa, M. N. (2019). Gen Y consumers’ intention to purchase Halal food in Malaysia: A PLS-SEM approach. Journal of Islamic Marketing, 10(3), 1003–1014. https://doi.org/10.1108/JIMA-08-2018-0136.
• Mathew, V. N, Raudah, A. M. binti A. A, & Nurazizah, S. binti M. I. (2014). Acceptance on Halal food among non-Muslim consumers. Procedia - Social and Behavioral Sciences, 121(2014), 262–271. https://doi.org/10.1016/j.sbspro.2014.01.1127.
• Mattevi, M., & Jones, J. A. (2016). Traceability in the food supply chain: Awareness and attitudes of UK small and medium-sized enterprises. Food Control, 64(June 2016), 120–127. https://doi.org/10.1016/j.foodcont.2015.12.014.
• Muhamad, N., Leong, V. S., & Isa, N. Md. (2017). Does the country of origin of a Halal logo matter? The case of packaged food purchases. Review of International Business and Strategy, 27(4), 484–500. https://doi.org/https://doi.org/10.1108/ RIBS-06-2017-0049.
• Mutmainah, L. (2018). The role of religiosity, Halal awareness, Halal certification, and food ingredients on purchase intention of Halal food. Ihtifaz: Journal of Islamic Economics, Finance, and Banking, 1(1&2), 33–50.
• Mukhtar, A. & Butt, M. M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing. National Center of Statistics and Information, (2021). Statistical Yearbook 2021, Issue 49. https://ncsi.gov.om/Elibrary/LibraryContentDoc/bar_Statistical%20Year%20Book%202021%2049%20Issue_897e15ef-3c8f-438b-8ae4-415070caea09.pdf retrieved on 30 August 2021
• Nusran, M., Gunawan, Razak, M., Numba, S., & Wekke, I. S. (2018). Halal awareness on the socialization of Halal certification. IOP Conference Series: Earth and Environmental Science, 175(1), 012217. https://doi.org/10.1088/1755- 1315/175/1/012217.
• Omar, K. M, Nik Mat, N. K, Imhemed, G. A, & Ali, F. M. A. (2012). The direct effects of Halal product actual purchase antecedents among the international Muslim consumers. American Journal of Economics, June(Special Issue), 87–92. https://doi.org/10.5923/j.economics.20120001.20.
• Parhan, M.B.M.I., & Ismail, R. M. (2015). Understanding the level of Halal awareness among Muslim and non-Muslim young consumers in Malaysia. Proceedings of Symposium on Technology Management and Logistics (STMLGoGreen), (8-9 December), 41–50. Malaysia: Universiti Utara Malaysia. Retrieved from: https://www.researchgate.net/publication/321146025_ understanding_the_level_of_Halal_awareness_among_muslim_and_nonmuslim_young_consumers_in_malaysia.
• Patton, D. (2009). Could Halal cosmetics be developing into a new global C and T niche market? Retrieved from Halalfocus. net/could-Halal-cosmetics-be-developing-into-a-new-global-ct-niche-market/28May.
• Poniman, D., Purchase, S., & Sneddon, J. (2012). Traceability in Halal food supply chains from a business network perspective. The 28th IMP-Conference in Rome, Italy in 2012., 1–22. Retrieved from: https://www.impgroup.org/uploads/ papers/7855.pdf.
• Rahman, A. A., Singhry, H. B., Hanafiah, M. H., & Abdul, M. (2017). Influence of perceived benefits and traceability system on the readiness for Halal assurance system implementation among food manufacturers. Food Control, 73(Part B), 1318-1326. https://doi.org/10.1016/j.foodcont.2016.10.058.
• Rajagopal, S., Ramanan, S., Visvanathan, R. & Satapathy, S. (2011). Halal certification: implication for marketers in UAE. Journal of Islamic Marketing.
• Razzaque, M. A., & Chaudhry, S. N. (2013). Religiosity and Muslim consumers’ decision-making process in a non-Muslim society. Journal of Islamic Marketing, 4(2), 198–217.
• Rehman, A. (2020) Halal tourism: guidelines for Oman, Int. J. Islamic Marketing and Branding, Vol. 5, No. 1, 1-16.
• Rejaii, M., & Arianfar, A. (2016). Halal food : A systemic review. International Journal of PharmTech Research, 9(7), 340–345.
• Said, M., Hassan, F., Musa, R., & Rahman, A. N. (2014). Assessing consumers’ perception, knowledge and religiosity on Malaysia’s Halal food products. Procedia - Social and Behavioral Sciences, 130(May 2014), 120–128. https://doi. org/10.1016/j.sbspro.2014.04.015.
• Salman, F., & Siddiqui, K. (2011). An exploratory study for measuring consumers awareness and perceptions towards Halal food in Pakistan. Interdisciplinary Journal of Contemporary Research in Business, 3(2), 639–651.
• Salehudin, I. and Luthfi, B.A., (2011) Marketing Impact of Halal Labeling toward Indonesian Muslim Consumer’s Behavioral Intention Asean Marketing Journal, June 2011 - Vol.III - No. 1
• Sayogo, D. S. (2018). Online traceability for Halal product information: Perceptions of Muslim consumers in Indonesia. Journal of Islamic Marketing, 9(1), 99–116. https://doi.org/10.1108/JIMA-07-2016-0057.
• Setyaningsih, E. D., & Marwansyah, S. (2019). The effect of Halal certification and Halal awareness through interest in decisions on buying Halal food products. Syi’ar Iqtishadi Journal of Islamic Economics, Finance and Banking, 3(1), 64–79.
• Shaari, J. A. N., & Shahira, N. bt. M. A. (2010). Dimension of Halal purchase intention: A preliminary study. International Review of Business Research Papers, 6(4), 444–456.
• Shafie, S. & Othman, M. N. (2006). Halal Certification: an international marketing issues and challenges. Proceeding at the International IFSAM VIIIth World Congress, 2006. 28-30.
• Shafii, Z., & Wan Siti Khadijah, W. M. N. (2012). Halal traceability framework for Halal food production. World Applied Sciences Journal, 17(SPL.ISS1), 1–5.
• Shah, S.A & Sayuti, M.N. (2011). Applying the theory of planned behavior (tpb) in Halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676.
• Simanjuntak, M., & Dewantara, M. M. (2014). The effects of knowledge, religiosity value, and attitude on Halal label reading behavior of undergraduate students. ASEAN Marketing Journal, 6(2), 65–76.
• Souiden, N., & Jabeur, Y. (2015). The impact of Islamic beliefs on consumers’ attitudes and purchase intentions of life insurance. International Journal of Bank Marketing, 33(4), 423–441. https://doi.org/https://doi.org/10.1108/IJBM-01- 2014-0016.
• Sukesti, F., & Budiman, M. (2014). The influence Halal label and personal religiousity on purchase. International Journal of Business, Economics and Law, 4(1), 150–153.
• Teng, P. K. & Jamaliah, W., (2013). Investigating students awareness and usage intention towards Halal labelled cosmetics and personal care products in Malaysia. 4th International Conference on Business and Economic Research (4th ICBER 2013), Indonesia: Bandung.
• Varinli, İ., Erdem, E., & Avcılar, M. Y. (2016). Exploring the factors affecting purchase intention of Halal certified foods in Turkey: A PLS-path modeling study. European Journal of Business and Management, 8(4), 68–78.
• Verbeke, W., Rutsaert, P., Bonne, K., & Vermeir, I. (2013). Credence quality coordination and consumers’ willingness-to-pay for certified Halal labelled meat. Meat Science, 95(4), 790–797. https://doi.org/10.1016/j.meatsci.2013.04.042.
• Wilson, J. A. 2014. The Halal phenomenon: an extension or a new paradigm? Social Business, 4, 255-271.
• Yener, D. (2015). Factors that affect the attitudes of consumers toward Halal certified products in Turkey. Journal of Food Products Marketing, 21(2), 160–178. https://doi.org/10.1080/10454446.2013.843483.