Peran Moderasi Literasi Halal Terhadap Adopsi Makanan Kemasan Halal untuk Konsumsi Berkelanjutan di Kalangan Generasi Muslim Zilenial Kecamatan Ulaweng

Abstract

This study examines the moderating role of halal literacy in the adoption of halal packaged foods among Generation Z Millennials to promote sustainable consumption. The research expands the Theory of Planned Behavior (TPB) by incorporating the variable of halal literacy, a novel contribution to the literature. A quantitative approach was employed through a survey involving Generation Z Millennials selected via simple random sampling. Moderation regression analysis was conducted to assess how halal literacy influences the relationship between attitudes, subjective norms, behavior control, and the intention and adoption behavior of halal packaged foods. Findings indicate that halal literacy significantly strengthens the positive influence of attitudes towards halal packaged foods, enhances supportive subjective norms for adoption, and facilitates better behavioral control in selecting halal products. These results offer critical insights for developing effective educational and marketing strategies to enhance halal literacy among Generation Z Millennials, supporting sustainable consumption choices and promoting broader societal well-being.