Halal Awareness, Environmental Concern, and Purchase Decision among Gen Y and Gen Z: Evidence from Seaside Seafood Restaurants in Banggai Regency, Indonesia
Iqmi Qaisah Ali (1), Nadia Alfannie E (2)

1 Religious and Cross Cultural Studies, Graduate School, Gadjah Mada University
2 Integrated Coastal Management, Graduate School, Hasanuddin University

Abstract

Seafood consumption in Muslim-majority regions is increasingly shaped not only by religious considerations but also by growing environmental concerns, especially among younger generations. This study examines how halal awareness and environmental concern shape purchase decisions among Generation Y and Generation Z, with a specific focus on the role of halal perception of seaside seafood restaurants in the Kadompe area of Banggai Regency, Indonesia. Drawing on the Theory of Planned Behaviour, halal awareness and environmental concern are conceptualized as belief- and attitude-related constructs, while halal perception refers to consumers^ perception of the halal attributes of Kadompe restaurants, and purchase decision reflects their actual choice to dine there. Data are collected through a structured questionnaire administered to Muslim Gen Y and Gen Z consumers who have dined at Kadompe. Halal awareness, environmental concern, halal perception, and purchase decision are measured using Likert scale items adapted from established halal food and environmental concern scales and contextualised to the Kadompe setting. The data are analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to test direct and mediating effects, and Multi-Group Analysis (MGA) to compare structural paths between Gen Y and Gen Z. The study is expected to clarify whether halal awareness and environmental concern influence purchase decisions directly and indirectly through halal perception, and whether these relationships differ across generations. The findings contribute to the halal consumption and sustainable dining literature by showing how religion based and environment based values operate in an informal coastal microbusiness context, and provide practical insights for small seafood vendors and local policymakers in Banggai Regency.

Keywords: Halal awareness, halal perception, environmental concern, purchase decision, Generation Y and Z, seaside seafood restaurants.

Topic: Sharia Economics and Finance