Demographic Factors of Muslim Youth at Public Universities in Kelantan to Consume Chocolate Bars Based on Halal Label

Nursalwani Muhamad, Mohammad Amizi Ayob, Zul Ariff Abdul Latiff


Halal products which have been certified by JAKIM are safe to be consumed by consumers. The objective of this research was to determine the effect of demographic factors which are gender, age, and lifestyles towards the intention of Muslim youth at public universities in Kelantan to consume chocolate bars based on the halal label. This study used cross-sectional study with survey method via a questionnaire. Around 334 Muslim youth in public universities, Kelantan was chosen through purposive sampling technique. The results show that gender had a significant relationship with attitude, while lifestyles had significant relationship with the subjective norm and perceived behavioural control towards consuming halal labelled chocolate bars. Food manufacturers especially chocolate manufacturers should listen to consumers’ demands. To create trust in the product among consumers, an important aspect is to provide the appropriate information to make better and satisfactory choices.    


Demographic Factors, Behaviour, Chocolate Bars, Halal Label

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