A SCOPING REVIEW OF CONSCIOUS AND UNCONSCIOUS DECISION FACTORS IN HALAL FOOD CONSUMPTION AMONG MUSLIM YOUTH
DOI:
https://doi.org/10.35631/AIJBES.827001Keywords:
Conscious And Unconscious Decision-Making, Food Choice Behaviour, Foodservice Context, Halal Food Consumption, Muslim YouthAbstract
As the Muslim youth demographic achieves greater representation within the economy, their halal food consumption, particularly in settings where the status of the food is ambiguous, is receiving more attention. While youth often possess a proficient understanding of halal rules, their dining decisions are frequently mediated by environmental cues, affordability pressures, contextual signals, and social dynamics. The purpose of this review is to understand the role of conscious and unconscious decision-making, along with the financial, contextual, and social influences, in shaping the halal food consumption behaviour of Muslim youths. Following the Arksey and O’Malley scoping review framework and guided by PRISMA-ScR recommendations, a systematic search was conducted across Scopus, Web of Science, and Google Scholar. After screening and assessing eligibility, researchers found that 35 out of the 308 total records matched the inclusion criteria. These studies were organised into five thematic categories: conscious decision factors, unconscious decision factors, financial influences, contextual influences, and social influences. The findings show that, although deliberate halal verification continues to be important, many youths’ choices are influenced by more intuitive decision-making processes, heuristic-based patterns, and emotional cues, especially in quick and unclear food service situations. Financial constraints decrease the probability of systematic evaluation, leading to a greater reliance on shortcuts like familiarity, perceived outlet trust, and environmental cues. Social and contextual conditions further reinforce the use of intuitive feelings when making decisions, which contributes to the gap between halal knowledge and actual consumption behaviours. These conditions often dictate immediate choices over personal knowledge or complex information-seeking. In summary, the review concludes that halal consumption among Muslim youth is not solely a rational process and recommends the adoption of more holistic and context-sensitive research approaches, including experiential qualitative methods, to better capture the interaction of cognitive, financial, and contextual influences in real dining situations.
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