Consumer Intention towards Pork-Free Restaurants among Malaysian Youth

Abstract

The rise of pork-free restaurants in Malaysia reflects growing demand for inclusive dining options but also generates confusion among Muslim consumers, particularly youth, who may equate pork-free with Halal compliance. This study employed the Theory of Planned Behaviour (TPB) to examine the factors influencing Malaysian youths’ intention to dine at pork-free restaurants. Five predictors were tested: attitude, subjective norm, perceived behavioural control, trust, and knowledge. Data were collected from 329 respondents through an online survey distributed via social media and analysed using variance-based partial least squares structural equation modelling (PLS-SEM) via SmartPLS 4.0.  The findings reveal that attitude, subjective norm, and trust significantly influence intention, whereas perceived behavioural control and knowledge do not. Notably, the structural model explained a substantial 79.9% of the variance in purchase intention, with attitude emerging as the strongest predictor. These results highlight the importance of shaping positive perceptions, strengthening social influence, and building consumer trust in food practices, while also underscoring the limitations of equating pork-free labels with full Halal assurance. The study contributes to the literature on Muslim consumer behaviour by clarifying the determinants of pork-free dining choices among Malaysian youth. Furthermore, it offers practical insights for policymakers, regulatory bodies, and restaurant operators, advocating for the enforcement of standardised labelling and targeted educational campaigns to enhance transparency, prevent misinterpretation, and boost overall consumer confidence.