Consumers Purchasing Behaviour on South Korean and Japanese Food Products: A Study in Brunei Darussalam

Abstract

This research aims to identify the consumers’ purchasing behaviour towards South Korean and Japanese food products, particularly snacks and instant food products, among Bruneian Muslim consumers who are among the Generation Z to Late Millennials. The research is based on the quantitative approach with the use of survey questionnaire. This research used both a descriptive and analytical approach in order to achieve the main objectives: investigating the halal purchasing practices towards Korean and Japanese snacks and instant food; examining the impact of culture influences in relation to food interest in their halal purchasing practices; and investigating the significance of Halal food awareness attributing to the influence between their cultural interest towards Korean and Japanese food and their halal food purchasing practices. The findings of this study shows that the cultural influences food interest is negatively and significantly affect the halal purchasing practices, whilst Halal awareness does positively and significantly moderates the cultural influences food interest as well as their halal purchasing practices. Therefore, this research has proven that the halal purchasing practices among Bruneian Generation Z and Late Millennials, the extent of cultural attraction and the level of interest in shaping their consumption of Korean and Japanese food products, as well as their level of awareness on the importance of Halal food is relatively high. This study will effectively recommend the producers and the web developer to further improve in providing more information on their products in order to satisfy the consumers’ purchasing behaviour in Brunei.