V. DISCUSSIONS
This study reveals the factors that influenced Generation Y in choosing halal food are determined by their attitude and
subjective norms. The result shows that positive attitude towards halal food is the most important factor influencing
the behavioral intention in consuming halal food. Indeed, this finding confirms the study of Syed Shah Alam & Nazura
(2011) which showed that attitude was an important factor in predicting intention to consume halal food [19]. In line with
that Aitelmaalem, et al. (2005) did stress on the influence of consumers’ attitude in determining the halal food
consumption among Muslims [20]. Knowing the fact that positive attitude is the most vital factor in determining halal
food consumption, creating positive image and perception of halal food, may possibly augment the demand of halal food.
The positive image of halal food could be promoted through the aspects of quality assurance, health and hygiene of the
halal food.