Determinants of Generation Z's Intention to Purchase Halal International Branded Food in Sabah

The halal food industry continues to expand globally, creating significant opportunities for international food brands operating in Muslim-majority markets such as Malaysia. However, limited empirical evidence exists regarding the factors influencing Generation Z's intention to purchase halal international branded food, particularly within the Sabah context. Grounded in the Theory of Planned Behaviour (TPB), this study examines the influence of attitude, subjective norms, and perceived behavioural control on Generation Z's intention to purchase halal international branded food in Sabah. A cross-sectional survey design was employed using a structured questionnaire administered to Generation Z consumers residing in Sabah, yielding 146 valid responses. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4. The results revealed that attitude, subjective norms, and perceived behavioural control positively and significantly influenced purchase intention. The findings support the applicability of the Theory of Planned Behaviour in explaining halal food purchasing intentions among Generation Z consumers in Sabah. Practically, the results suggest that policymakers, halal authorities, and international food brands should strengthen social influence, positive consumer evaluations, and consumers' perceived ability to access halal-certified products in order to enhance purchase intentions within the growing halal food market.

Generation Z, Halal International Branded Food, Purchase Intention, Theory of Planned Behaviour, Attitude, Subjective Norms, Perceived Behavioural Control, Sabah

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