Impact of Flexi Payment Digital Platform and Online Stimuli on Malaysia Gen Z’s Halal Consumption

This research study aimed to examine the impact of flexi payment, digital platforms, and online purchasing stimuli on halal consumption among Gen Z in Malaysia. The background of the research is based on the growing importance of online purchasing behaviour among Gen Z consumers and the significance of halal consumption in Malaysia. The study used a quantitative research approach and collected data through questionnaire survey. The sample population was students aged 18 to 25 years representative from private and public universities in Malaysia, using a nonprobability convenience sampling technique. The study found that impulsive buying tendencies with halal consumption have distinct components influencing the online shopping behaviour. The study revealed that certain online purchasing stimuli, such as limited time offers, low stock, free return offers, and free shipping offers, increase impulsive buying tendencies. The use of digital platforms and flexi payment options, such as credit card instalment plans and buy-now-pay-later facilities, was found to increase impulsive buying behaviour in Gen Z in Malaysia. The study suggests that Muslim consumers who wish to adhere to the principles of ethical consumption may need to develop strategies to resist impulsive buying tendencies, such as setting a budget, planning purchases in advance, and practising mindfulness when shopping online. Thus, the key findings of this study provide insights into the online purchasing behaviour of Gen Z in Malaysia and highlight the need for awareness and a responsible approach to halal consumption.