Tajdid lifestyle literacy and consumptions of Halal products: a multi-group analysis of Muslim Urban Millennials / Purnomo M Antara

The lack of a systematic approach in assessing factors affecting the prediction of behaviour to create effective marketing communication is becoming a growing concern, especially in the Halal products consumption context. There are many reasons why a particular Halal product message may not move people to behaviour change as intended. Other than identifying the salient beliefs, there could be factors that moderate the relationship between intention and actual behaviour. This study identifies two factors that could moderately affect the relationship between intention and actual behaviour. Besides, there is an urgent need to assess the level of Tajdid lifestyle literacy of the Muslim Urban Millennials (MUM) to systematically understand the current and potential role of literacy in Halal products consumption. Thus, a systematic approach is needed to identify and manage a compelling message in marketing communication. This research aims to conceptualise and operationalise the Integrative Model of Behavioural Prediction (IMBP) to predict, change, and reinforce the consumption of Halal products among MUMs. This study explicates how the IMBP can be used in Halal products interventions to design maximally effective messages for MUMs populations. This research is based on data obtained from a survey questionnaire polling MUM’s behaviour regarding Halal products consumption. There are four hundred thirty respondents involved in the final survey research. Then, the data were analysed with PLS-SEM using Smart PLS software version 3.3.3 to evaluate and determine the factors determining the intention and actual behaviour of Halal products consumption. The moderating analysis examined the moderating effect of behavioural skills and environmental constraints between intention and actual behaviour. The multi-group analysis (MGA) was also analysed to explore the differences between the high literate and the low literate groups. The research suggests that overall MUM generation's behaviour in consuming Halal products is mainly affected by their attitude. Besides, only behavioural skills moderate the relationship between intention and actual behaviour in consuming Halal products. There are also differences between high and low literate groups regarding salient beliefs that affect their attitude toward consuming Halal products. The study results also suggested that a holistic strategic approach is needed to assess the factors that affect Mum's attitude toward Halal products consumption. It is hoped that the study can contribute to improving marketing communication management in creating a compelling message for promoting Halal products in Malaysia.