Halal Certified Products Preferences Among Generation Z in Malaysia

The halal industry has experienced significant growth globally, driven by increasing consumer awareness, lifestyle changes, and demand for ethical and quality-assured products. In Malaysia, Generation Z represents an emerging consumer segment whose preferences towards halal certified products remain underexplored, particularly beyond religious considerations. Despite the widespread availability of halal certified products, limited empirical evidence exists on the factors influencing Gen Z consumers’ preferences in the Malaysian context. This study aims to examine the influence of halal lifestyle and values, social circle influence, and perceived halal benefits of halal certified products on preferences towards halal certified products among Generation Z consumers in Malaysia. A quantitative research design was employed, using a structured questionnaire administered through an online survey. Data were collected from 200 Generation Z respondents using a snowball sampling technique. The data were analysed using SPSS, incorporating reliability analysis, correlation analysis, and multiple regression analysis. The results reveal that halal lifestyle and values and perceived halal benefits of halal certified products have a significant positive influence on preferences towards halal certified products. In contrast, social circle influence was found to have no significant effect. The findings suggest that Generation Z consumers’ preferences are primarily driven by personal values and perceived functional benefits such as health, safety, and quality, rather than social influence. This study contributes to the halal marketing literature by providing insights into Gen Z consumer behaviour and offers practical implications for halal producers and marketers in developing targeted strategies that align with the values and expectations of younger consumers.