Halal Literacy Among College Students: A Quantitative Study of Understanding of Halal–Haram Consumption
Keywords:
Halal literacy, Consumption behavior, Digitalization, Halal lifestyle, University studentsAbstract
The increasing global demand for halal products highlights the importance of halal literacy, particularly among young Muslim generations who play a strategic role as active consumers and agents of change. This study aims to analyze the level of halal literacy among university students in three dimensions: knowledge, awareness, and consumption behavior. A quantitative descriptive survey was conducted from May to June 2025 with 118 respondents from various study programs at UIN Raden Intan Lampung. Data were collected through an online questionnaire using a Likert scale (1–5) and analyzed descriptively to identify patterns of understanding and practices. The findings reveal that students possess a high level of conceptual knowledge regarding halal–haram principles and show positive attitudes toward halal consumption, including the recognition of halal labels and awareness of non-food products such as cosmetics. Nevertheless, the use of digital tools, such as halal verification applications and direct inquiries to sellers, remains relatively low. Furthermore, the majority of respondents expressed the need for structured halal literacy education within the university environment. These results indicate that while cognitive aspects of halal literacy are well developed, affective and behavioral aspects require strengthening. The study suggests that universities should integrate digital-based learning strategies and promote halal lifestyle campaigns to cultivate a more comprehensive and practical understanding of halal literacy, thereby contributing to the development of an inclusive and sustainable halal ecosystem.
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