Trends in Sustainable Consumption: Adoption of Halal Packaged Food among Millennial

Abstract

This study aims to explore the relationship between intention, perceived behavioral  control,  and  the substantive  impact  of  intention  in  adopting  halal  packaged  foods among  the  millennials.  This study applied the Theory of Planned  Behavior  framework. A quantitative descriptive research method was employed, with data collected through questionnaires from two hundred respondents selected via simple random sampling in July-August 2023.  The results showed that intention and perceived behavioral control play  key  roles  in  adopting  halal  packaged  foods.  Factors such as sharia compliance,  attitude  toward   halal   food,   subjective   norms,   and   perceived   behavioral   control significantly  influence  the  formation  of  intention.  The novelty of this research lies in the integrative examination of various factors influencing the intention to adopt halal packaged foods  within  the context  of  Indonesian  society,  providing new insights  into  the  interaction between  psychological  and religious  factors.  The implications of these findings highlight the importance of enhancing halal literacy among consumers to strengthen positive attitudes toward halal food and sharia compliance. Social environmental support and strengthening behavioral control can also increase the intention to adopt   halal   packaged   foods.   Recommendations   for   stakeholders   include   providing   clear   and educational information about the benefits and importance of halal food, as well as developing marketing   strategies   that   emphasize   these   aspects   to   encourage   broader   adoption   within   the community.