The mediating role of attitude in the influence of product quality and Corporate Social Responsibility (CSR) on Halal purchase intention among Generation Z in Ho Chi Minh City

Abstract

This study aims to explore the factors influencing the attitude and purchase intention toward Halal food among Generation Z in Ho Chi Minh City, with a particular focus on the roles of product quality and Corporate Social Responsibility (CSR). Data were collected through an online survey questionnaire, with a total of 325 questionnaires distributed and 238 valid responses returned, yielding a response rate of 73.23%. The research model was tested using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, version 3.0. The results indicate that both product quality and CSR have a positive and statistically significant impact on Gen Z’s attitude toward Halal food, which, in turn, influences their purchase intention. This study contributes to the empirical understanding of Halal consumption behavior in a non-Muslim market context. It offers important managerial implications for businesses seeking to engage with younger consumer segments effectively.