Universitas Andalas researchers strengthen Indonesia-Jordan research on young Muslim consumers

Sabtu, 18 Juli 2026 22:40 WIB

Padang (ANTARA) - A collaborative research project between Universitas Andalas, Indonesia, and Princess Sumaya University for Technology, Jordan, has generated new insights into young consumers' behaviour toward halal and tayyib products. The collaboration is expected to strengthen the development of the halal industry in both countries by providing a deeper understanding of the characteristics of young consumers, an increasingly important and growing market segment. Indonesia and Jordan were selected because both countries have Muslim-majority populations but represent distinct halal market environments. Indonesia is the world's largest halal market, supported by rapid growth in the digital economy. At the same time, Jordan represents the Middle Eastern halal market, characterised by unique social, cultural, and institutional contexts. These differences provide valuable in understanding the dynamics of young consumers in the global halal market.

Assoc. Prof. Dessy Kurnia Sari, the research leader and a consumer behavior expert from Universitas Andalas, collaborated with Prof. Baker Ahmad Alserhan, an expert in Islamic marketing at Princess Sumaya University for Technology, Jordan, and President of the International Islamic Marketing Association (IIMA), one of the world's leading organizations for Islamic marketing scholars, to gain a deeper understanding of young Muslim consumers' behavior across countries.

The study found that the factors influencing young consumers' intention to purchase halal and tayyib products differ between Indonesia and Jordan. Among young consumers in Jordan, knowledge and understanding of the halal and tayyib concepts emerged as the primary drivers of food purchasing decisions. In contrast, religiosity was identified as the dominant factor influencing purchase intentions among young Indonesian consumers. The findings also indicate that Indonesian youth have a high level of trust in the country's domestic halal certification system.

Furthermore, the concept of tayyib is now understood more comprehensively, extending beyond religious permissibility to encompass food safety, product quality, hygiene, nutritional value, product authenticity, and responsible business practices for the young Muslim segment. Thus, the research team believes that strategies for developing the halal industry should be tailored to the characteristics of consumers in each country. Understanding the preferences and behaviours of young consumers is essential for formulating effective public policies, strengthening halal certification systems, and designing more relevant and impactful marketing strategies. The findings also provide valuable insights for developing a halal industry ecosystem capable of meeting the evolving expectations of today's increasingly informed and discerning younger generation.

According to Assoc. Prof. Dessy Kurnia Sari, the collaboration has produced not only important scientific findings but also strengthened research networks between Indonesia and Jordan. The collaboration strengthens international research partnerships and supports the achievement of the United Nations Sustainable Development Goals (SDGs), particularly SDG 12 (Responsible Consumption and Production) and SDG 17 (Partnerships for the Goals).

“This research is funded by the Indonesian Endowment Fund for Education (LPDP) on behalf of the Indonesian Ministry of Higher Education, Science and Technology and managed under the EQUITY Program (Contract No. 4304/B3/DT.03.08/2025).”