The perceived role of viral food trends on social media towards halal awareness among muslim Gen Z in university setting

Nazif, Nadia Afifa Binti Ahmad (2026) The perceived role of viral food trends on social media towards halal awareness among muslim Gen Z in university setting. Project Report. Universiti Sains Malaysia. (Submitted)

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Abstract

Social media has rapidly evolved into a powerful platform to create, share, and interact with content, enabling connection, creativity, and expression. Gen Z are the most active group on social media, as they were born and raised with the social web. They are the generation of digital-centric, and their identity is technology. That is why they are responsive to trends on social media, including viral food content. The purpose of this study was to determine the relationship between the perceived role of viral food trends on social media and halal awareness among Muslim Generation Z university students in Malaysia. From September to November 2025, a cross-sectional research approach was used, with participants receiving the online questionnaire through online platforms like WhatsApp and Instagram. For this study, a sample size of 393 aged 18 to 28 years old from university students was required. In order to evaluate the data, SPSS version 30.0 has been used. The findings indicate that there is a significant relationship (p < 0.001) between the perceived role of viral food trends on social media and halal awareness. Future research is needed to include additional factors such as religiosity, peer influence, and Fear of Missing Out (FOMO) to provide more understanding of halal food decision-making among Muslim Gen Z.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: viral food trends
Subjects: R Medicine
R Medicine > RA Public aspects of medicine > RA440-440.87 Study and teaching. Research
Divisions: Kampus Kesihatan (Health Campus) > Pusat Pengajian Sains Kesihatan (School of Health Sciences) > Monograph
Depositing User: MUHAMMAD AKIF AIMAN AB SHUKOR
Date Deposited: 10 Aug 2026 02:14
Last Modified: 15 Oct 2026 05:24
URI: http://eprints.usm.my/id/eprint/64753

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