Purpose The post-pandemic crises have underscored the importance of adapting eating behaviors, particularly in relation to the increasing use of food delivery services. This raises the question of whether such shifts also occur among consumers of halal ethnic restaurants across different generations. This study aims to investigate the preferences of Generation Y (Gen Y) and Generation Z (Gen Z) Muslim consumers regarding the purchase of food from halal ethnic restaurants via food delivery apps (FDAs). Design/methodology/approach This research adopts a quantitative methodology, collecting data from 358 Muslim respondents who possess autonomy and purchasing power and use technology to order halal food. Respondents were drawn from urban areas across Indonesia where diverse ethnic restaurants are accessible. Data were analysed using structural equation modelling with partial least squares. Findings The results demonstrate significant positive relationships between price value, food safety concerns, prestige value, affordance value and visibility and the purchase intention of halal ethnic food via FDAs. Conversely, health consciousness exhibits a negative effect on purchase intention. Furthermore, the study reveals the moderating role of generational differences in the relationships between health consciousness, food safety concerns, prestige value and visibility and purchase intention toward halal ethnic food from FDAs. Originality/value This study can contribute to understanding Muslim consumer preferences across generational cohorts in the context of food delivery services. It highlights how ethnic restaurants, which may differ in halal standards and food-handling practices, elicit varying consumer responses. In addition, it also offers insights into how technology can be leveraged to enhance consumer awareness and engagement with local and culturally specific halal food products.
Sari et al. (Fri,) studied this question.