Integrated Halalan-Toyyiban Behavioral Framework for Food Selection Among Gen Z Muslims
DOI:
https://doi.org/10.53840/jmm.v16i1.338Keywords:
Halalan Toyyiban, Halal Practice Gap, Consumer Behaviour, Halal Awareness, Gen Z MuslimsAbstract
The selection of halalan toyyiban food is a fundamental religious obligation that preserves the spiritual and physical well-being of a Muslim. However, in the contemporary digital era, university Gen Z Muslims face competing influences from viral food trends and social media pressures. This study investigates the factors influencing halal food selection among Gen Z Muslims at Universiti Sains Islam Malaysia (USIM), Malaysia. Using a mixed-methods approach, the study combined library research on classical and contemporary Shariah sources with a quantitative survey involving 83 respondents. The qualitative findings established the principles of wara’ (caution) and syubhah (doubt) as the primary frameworks for food selection. The quantitative findings revealed that while Gen Z Muslims possess a very high level of religious awareness, their practical vigilance, such as checking ingredient labels, remains at a moderate level. The study identifies a “Halal practice gap” where peer influence significantly outweighs the impact of digital influencers in dining decisions. The findings suggest that religious literacy alone is insufficient to ensure dietary integrity; rather, a social environment (bi’ah) that prioritizes collective caution is essential. This article proposes the Integrated Halalan-Toyyiban Behavioural Framework (IHTB) as a strategic tool for educational institutions to enhance practical halal literacy. By bridging the gap between theoretical knowledge and consumer action, this study contributes particularly to the preservation of Hifz al-Din (protection of religion) and Hifz al-Nafs (protection of life) through strengthening halal awareness and ethical food consumption practices among Muslim youth
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