ADMINISTRACIÓN GUBERNAMENTAL DE INGRESOS PÚBLICOS

Gender is commonly included as a demographics factor in explaining food consumption in academic research. It is an important variable in explaining food consumption in different contexts of society. Gender was found significant in explaining variation in food preferences and consumption.107

In the perspective of halal consumption, research demonstrated that the demographic backgrounds, for example residential areas, education level and age were found significant in influencing the degree of confidence on halal labeled food in Malaysia. However, gender was found insignificant in predicting consumers’ confidence on halal labeled food.108 This point was supported by findings of Mashitah et al (2013), which indicated that gender was not correlated with the respondents’

106 _{Mohd Khan Ayob, Pengertian Halal dan Prosedur Permohonan Sijil Serta Logo Halal Malaysia,}

(Bangi: Universiti Kebangsaan Malaysia, 1997), 2-4.

107 _{Athena H.N. Mak, Margaret Lumbers, Anita Eves and Richard C.Y. Chang, “Factors Influencing}

Tourist Food Consumption,” International Journal of Hospitality Management 31, no.3 (2012), 931. 108

Golnaz Rezai, Zainalabidin Mohamed, Mad Nasir Shamsudin, “Assessment of Consumers’ Confidence on Halal Labeled Manufactured Food in Malaysia,” Pertanika Journal of Social Science and

awareness towards halal products and certification.109 However, the sample of this study was at age of 30 years of and above and relatively small in number (52 respondents), to generalize the result to the population. Therefore, this study placed gender as a moderating variable in predicting the halal food consumption among Generation Y in Malaysian private universities in Klang Valley.

Johan Fisher (2005) also revealed the findings of his ethnographic research on halal consumption among urban Muslims. He found that female consumers were more concerned about halal and the younger generation were more exposed to halal discourse in Malaysia. Furthermore, the younger generation consumers had more freedom in choosing their own food and eat outside their house more frequent than an older generation.110 Female consumers are generally perceived as giving more importance to food attributes than male in selecting their food.111

In general, education could have some influence on people’s awareness of consumption. Gonaz Rezai et al (2009) concluded that Muslims who received religious education were more concerned with halal food compared to those who did not receive religious education.112 In the present study, halal food consumption might be related to knowledge of halal and Islamic teachings on halal which is acquired in the University.

109

Siti Mashitah A., Norhayati Rafida A.R, Alina A.R., “Perceptions towards Halal Awareness and Its Correlation with Halal Certification among Muslims,” Middle East Journal of Scientific Research 13 (2013), 3.

110

Johan Fisher, “The Moderate and the Excessive: Malay Consumption in Suburban Malaysia” (PhD thesis, Roskilde University, 2005), 161-172.

111 _{Anne C. Bellow, Gabriela Alcaraz V., William K. Hallman, “Gender and Food, A Study of Attitudes}

in The USA Towards Organic, Local, U.S. Grown And GM-Free Foods,” Appetite 55, (2010), 549.

112 _{Golnaz Rezai, Zainal Abidin Mohamed, Mad Nasir Shamsudin and Eddie Chew F.C., “Concerns for}

Halalness of Halal-Labelled Food Products among Muslim Consumers in Malaysia: Evaluation of Selected Demographic Factors,” Economic and Technology Management Review 4 (2009), 65.

Therefore, halal knowledge acquired at the University is placed as a moderating variable, to analyse its influence on the behavioral intentions to consume halal food.

The Islamic Studies subject was taught as a compulsory subject to all Muslim students who enrolled to the University from 1996 until year 2013. This is stated in The Private Higher Educational Institution Act 1996 (Act 555) that private higher education institutions shall teach National Language, Islamic Studies (for Muslim students) and Moral Education (for non-Muslim students). All Muslim students were obliged to take and pass this subject as a pre-requisite to a certificate, diploma or degree graduation.113

The Islamic Studies subject was designed to produce Muslim students who understand the Islamic tasawwur as a unified and balanced way of life and to prepare them to face the different problems and challenges as Muslims. It consists of four major components on Islam and its basic concepts, Islamic civilization, Islamic institutions and the current challenges114. Topic of halal would be discussed on this subject especially in Islam and basic concepts, as well as current challenges faced by Muslims. Thus, halal knowledge could be acquired by Muslim students in the Malaysian private universities through this module. However, how the halal knowledge could enhance other factors in influencing the behavioral intentions of Muslim students to consume halal food is an inquiry of the present study.

Therefore, gender and halal knowledge acquired at the Malaysian private universities are placed as moderating variables, in exploring their role in explaining the behavioral intention of Generation Y in the Malaysian private universities to consume halal food. The moderating variables could explain further on what conditions the

113 _{Private Higher Learning Institutions Act, 1996, (Act No. 555, 1996).}

attitude, subjective norms, perceived behavioral control, religiosity and government initiatives relate to the behavioral intentions to consume halal food. This is because moderating variable could specify conditions and implied an interaction effect enhancing, buffering or decreasing the effect of the independent variable.115

In a nutshell, none of the studies found investigated determinants influencing Generation Y Muslims’ intentions in consuming halal food in Malaysian private universities. The role of religiosity as an additional independent variable, as well as gender and halal knowledge acquired the Malaysian private universities as moderating variables would contribute to the novelty of the research. Hence, it is feasible to research on the present study, as it could fill the knowledge gap, enrich the literature and enhance halal consumption and its industry in Malaysia.