A random sample of Generation Y Muslims was drawn upon from 5 Private Universities in Klang Valley.
Age, religion and education level of homogeneous sample were used since the objective of this study is to identify the factors influencing Generation Y Muslims’ in consuming halal food.
600 questionnaires were distributed to undergraduate students and a total of 425 questionnaires were completed by
the respondents.
Descriptive analysis and correlation methods were used to explain the relationship between dependents and independent variables in this study.
Normality test using Shapiro Wilk was carried out and the values for all variables are below 0.05. The findings of this
study present the influence of three independent variables;attitude, subjective norms and perceived behavioral control
of Generation Y Muslim consumers to the behavioral intentions in consuming halal food.