The Effect of Attitude, Subjective Norm and Perceived Behaviour Control Towards Intention of Muslim Youth at Public Universities in Kelantan to Consume Halal Labelled Chocolate Bar Product

Muhamad Nursalwani, Abdul Latiff Zulariff

Abstract


Halal products which have been certified by JAKIM are safe to be consumed by the consumers. The objective of this research was to determine the effect of attitude, subjective norm and perceived behaviour control towards intention of Muslim youth at public universities in Kelantan to consume halal labelled chocolate bar product. This study used a cross sectional study with a survey method via questionnaire. This study involved 334 Muslim youths in public universities, Kelantan that were chosen by a simple random sampling technique. The results show that there were significant difference and a strong positive relationship between the attitude, subjective norm and perceived behavioural control with the intention to consume halal labelled chocolate bar product.


Keywords


Attitude; Subjective norm; Behaviour; Halal labelled; Students

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References


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DOI: http://dx.doi.org/10.3968/9278

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