Analysis of Factors Affecting Millennial consumers’ Demand for halal Bread Products

Abstract

Purpose: this study aimed to examine the factors affecting millennial consumers’ demand for halal labeled bakery products (sweet bread).Methods: this research used a quantitative approach to estimate the dominant factors affecting Muslims’ demand, based on multiple regression analysis using the Ordinary Least Square (OLS) method.Results: (1) The prices and income had a positive and significant effect on millennial consumers’ for halal-labeled bakery products. (2) The halal issue had a positive but insignificant effect on millennial consumers’ demand for halal-labeled bakery products. (3) millennial consumers’ demand for halal-labeled bakery products did not vary depending on taste and method of payment.Conclusions and Relevance: the price was a determinant factor in the demand for halal bakery products. So we recommend that millennial consumers should consider both bread price and quality and whether it is halal or not. The halal concern had actually a positive but insignificant effect, because millennial generation students are expected to pay more attention to the halal issue by considering halal labeling and composition of bakery products (sweet bread) and by having knowledge of halal products.