“No Pork, No Lard” or “Muslim-Friendly”: understanding consumer perceptions and preferences

The growth of food and beverage outlets such as restaurants and fast-food chains is growing progressively. Promotion and marketing for the food outlets with the help of influencers are carried out to gain widespread popularity on social media, also known as viral food trends. Generation Z, aged 13 to 29, is the perfect demographic group because this generation is effectively engaged with the digital trend. However, what is worrying is the use of "No Pork, No Lard" or "Muslim-Friendly” labels that can be confusing for Muslims. This study explores the perspectives and preferences of Generation Z related to the concept of halal food and beverages. The scope of the study includes religious belief, exposure, certification logo, and health toward this demographic. It is hoped that this study can increase the positive attitude of Muslim consumers, relevant bodies, and media to increase the promotion and publicity of halal certification issued by JAKIM to increase awareness among young Muslim consumers in Malaysia.