An Empirical Investigation on Students Influence towards Halal Food Choice

Abstract

The goal of this study is to determine how well-informed students are about halal cuisine and how social media affects their dietary choices, particularly for Muslim students attending Malaysian institutions. Students' eating choices are being impacted by the current trend of popular culinary videos on the internet via platforms like YouTube, Instagram, and TikTok. Students are often enticed to try new cuisines by these social media trends without verifying whether the restaurants are certified halal. Food choices were found to be significantly influenced by social media, particularly by user suggestions and visually appealing content. To sum up, more creative, interactive, and tech-based halal education approaches are required. Therefore, in order to influence students' behavior toward adhering to halal food choice behavior, the study suggests that there be more halal education through online media in addition to strategic cooperation between educational institutions, halal regulators, and social media networks.