Determining generation Y'S purchase intention towards halal food outlet in Putrajaya

According to Al-Qardawi, the term halal means permissible for consumption and used by Muslim whereas haram is anything that is unlawful or forbidden. Halal and haram are clearly shown in Islam to be serious matters. Nowadays, many consumers have increase their awareness and become more concern in choosing halal food outlet. It is vital for Muslim consumers to have a positive attitude and awareness on halal food consumption as it is part of the religious obligation. This study focus on Generation Y who will determine the future of Halal industry in this country. Therefore, this study aimed at discussion on what are the factor that influence intention of Muslim consumers among generation Y towards Halal food outlet in Putrajaya area. The objective of this research is to study the factors that influence the intention of consumers towards halal food outlet among Generation Y in Putrajaya. Ajzen's Theory of Planned Behavior is used as a theoretical framework in this study. The dependent variable in this study is intention of consumer towards halal food outlet whereas the independent variables are knowledge, attitude, subjective norms and perceived behavioral control. This study is based on primary data collected through a survey. A set of questionnaires is designed specifically by choosing random sampling on Generation Y for this study. The respondents comprised of Muslim consumers and were between 15 to 30 years old residing in Putrajaya area. Since this study is based on primary data, the data will be analyzed by using SPSS method