Examining Structural Model of Halal Purchase Intention: Influence of Certification, Awareness, Attitude, and Religiosity
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Updated time：2025-12-21 12:27:34 Views：97
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Abstract
The growing demand for halal‐certified products underscores the need to understand the key determinants influencing halal purchase decisions. This study examines the structural relationships between halal awareness, halal certification, attitude, religiosity, and purchase intention. Using a quantitative approach, the model reveals that halal certification is the strongest predictor of purchase intention (β = 0.516), indicating that consumers rely heavily on verified certification when evaluating product compliance. Halal awareness positively influences attitude (β = 0.319), although its direct effect on purchase intention remains weak (β = 0.070), suggesting that knowledge alone does not translate into behavioral intention without credible assurance. Attitude contributes significantly to purchase intention (β = 0.237), confirming its mediating role in halal decision-making. Religiosity demonstrates a minimal direct effect (β = 0.089); however, its interaction with halal certification strengthens purchase intention (β = 0.263), while its interaction with awareness negatively moderates intention (β = –0.214). These findings suggest that halal consumer behavior is shaped by institutional trust and perceived product legitimacy rather than religiosity or awareness alone. The study offers practical implications for halal product regulators, marketers, and certification agencies seeking to enhance consumer compliance and market acceptance
Keywords
Halal certification, purchase intention, religiosity, consumer behavior, structural equation modeling, halal awareness
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