Consuming halal food among generation Y Muslim is a crucial issue when it comes to Muslims. This study focuses on the influences, which are subjective norm, attitude and perceived behavioral intention that give the greatest impact towards generation Y while consuming halal food. The aim of this study is to determine the most effective influences, in facts, the consuming behavior among generation Y. To analyze the data, the researcher used SPSS software version 21.0. According to the results, the most effective tourism development is through its environmental (0.620), followed by social (0.616), cultural (0.478), and economic (0.449). 150 overall respondents have participated in the study questionnaire. The study has found that there is a relationship between influences with
Generation Y when consuming food.
| Item Type: | Thesis (Degree) |
|---|---|
| Creators: | Creators Email / ID Num. Azman, Asmizatie UNSPECIFIED Mansor, Liana UNSPECIFIED Mohamad Yusoff, Najihah UNSPECIFIED |
| Contributors: | Contribution Name Email / ID Num. Thesis advisor Mukhtar, Zaity Akhtar UNSPECIFIED |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > Food industry and trade. Halal food industry. Certification H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HM Sociology > Social psychology > Interpersonal relations. Social behavior |
| Divisions: | Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Hotel and Tourism Management |
| Programme: | Bachelor of Science (Hons) in Tourism Management |
| Keywords: | Generation Y; Halal food; Muslim |
| Date: | June 2015 |
| URI: | https://ir.uitm.edu.my/id/eprint/59916 |
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