Halal Awareness and Consumer Willingness: A Study on Generation Z Purchasing Behavior Montejo, Nerressa M. & Parcia, Amielyn
HOLY CHILD CENTRAL COLLEGE INC.
Abstract
This study investigated the relationship between halal awareness and consumer willingness among Generation Z students at Holy Child Central Colleges, Inc. in Surallah, South Cotabato during the Academic Year 2024-2025. Using a descriptive-correlational design, the researchers purposively selected 230 students as respondents to assess their level of halal awareness, willingness to purchase halal-certified products, and the factors influencing their buying decisions. A researcher-made survey served as the primary data-gathering tool.
Findings revealed that Generation Z respondents exhibited a high level of halal awareness (mean = 3.76), strongly associating halal with principles of safety, cleanliness, trustworthiness, and ethical production. However, gaps persisted in recognizing halal logos and certifications. In terms of consumer behavior, their willingness to purchase halal-certified products was found to be moderate (mean = 3.37). Higher willingness was observed for essential items such as food and beverages, while lower willingness was noted for non-essential goods like cosmetics, personal care products, and items with additional cost for halal certification.
Statistical analysis revealed a strong positive and significant relationship (r = 0.820, p = 0.0037) between halal awareness and consumer willingness, affirming that increased knowledge and confidence in halal standards significantly enhance purchase intention. Furthermore, key influencing factors included health, safety, and hygiene, ethics and values, certification and labeling, practical considerations such as price and availability, and social influence from peers and family. Social media and online exposure emerged as the most powerful drivers, particularly through influencer endorsements and product reviews.
Overall, the results highlight that halal is not only viewed as a religious requirement but also as a marker of quality, safety, and ethical consumption for Generation Z. The study recommends strengthening halal education, standardizing certification visibility, and leveraging digital platforms to increase awareness and foster greater willingness to purchase halal-certified products.
