Muslim-friendly and pork-free labels: The roles of knowledge, perception, and trust in dining intention among youth consumers

Abstract

Muslim-friendly and pork-free labels may shape dining decisions even though they do not provide assurance equivalent to formal halal certification. This study examined the relationships among knowledge, perception, trust, and intention to dine at premises displaying these labels, including the mediating role of trust and the moderating role of gender. Data from a cross-sectional survey of 343 university students in Malaysia were analysed using partial least squares structural equation modelling with 5,000 bootstrap resamples. Knowledge was negatively associated with perception (β=-0.570), indicating that respondents with greater understanding of the limitations of these labels evaluated them less favourably. Perception positively predicted trust (β=0.826) and dining intention (β=0.377), while trust also positively predicted dining intention (β=0.377). Trust partially mediates the relationship between perception and dining intention (β=0.312). Gender moderated the trust–intention relationship (β=-0.237), with trust having a stronger influence among female respondents. The model explained 61.9% of the variance in dining intention. These findings indicate that favourable perceptions of informal halal-related labels are associated with greater trust and dining intention, whereas greater knowledge is associated with more cautious evaluation. Clearer consumer education and communication are therefore needed to reduce the risk that Muslim-friendly and pork-free claims are interpreted as equivalent to formal halal assurance.