Gen Z as Halal Consumers: Oman Scope

Abstract

This study aimed to describe knowledge, attitudes, perception and behavior of getting started (16-25) age group towards Halal concept in Oman. The study has been designed as descriptive survey to collect quantitative data from primary sources via e-questionnaire. Convenience sampling method was selected due to COVID-19 conditions during data collection. The study demonstrated that the self-identity of young Omani consumers and their religious views does not influence their impression of halal items considerably. Even young Omani consumers do not considerably influence their intention to buy halal products in respect of halal certified products. Yet young Omani customers have considerable influence on their awareness of halal products, their religious commitment and belief. However, young Omani consumers' individual innovation with their understanding of Halal certified products has not shown any substantial impact on Omani's young consumers' attitude towards Halal items.