The Influence of Halal Knowledge, Islamic Religiosity, and Attitude on Halal Purchase Decisions Moderated by Purchase Intention Among Generation Z
DOI:
https://doi.org/10.38035/gijlss.v4i3.948Keywords:
halal knowledge, Islamic religiosity, attitude, purchase intention, purchase decision, Generation ZAbstract
Research Originality: This research provides a novel perspective by positioning purchase intention as a moderating variable in halal consumer behaviour, contributing to the growing literature on Islamic marketing and behavioural decision-making. The rapid growth of the halal industry has transformed halal products from a purely religious necessity into a global lifestyle phenomenon. Generation Z, characterized by high digital literacy and strong social media exposure, represents a strategic segment in the halal market. Research Objective: This study aims to analyse the influence of halal knowledge, Islamic religiosity, and attitude on halal purchase decisions among Generation Z consumers, while examining the moderating role of purchase intention in strengthening the relationships between these variables. Research Method: This research explores how halal knowledge, Islamic religiosity, and consumer attitudes influence purchasing decisions for halal products, while examining the moderating role of purchase intention among Generation Z. A survey-based quantitative method was applied, involving 300 Muslim respondents aged between 17 and 27 in Indonesia. Data analysis was conducted using SEM-PLS. Result: The findings demonstrate that all three antecedent variables—knowledge, religiosity, and attitude—significantly affect purchasing decisions. Moreover, purchase intention strengthens the impact of these variables, acting as a critical link between internal motivations and actual behaviour. Among the predictors, religiosity exerts the strongest influence. These results indicate that although cognitive understanding and positive perceptions are important, behavioural intention plays a decisive role in shaping real purchasing actions. This study enriches consumer behaviour literature by integrating moderating effects into the TPB framework and offers strategic insights for halal market stakeholders targeting younger consumers. Implication: This study contributes to the extension of the Theory of Planned Behaviour (TPB) by incorporating moderating effects and provides practical insights for halal industry stakeholders targeting Generation Z.
References
Afendi, A. (2024). Behavior of halal cosmetic product purchase decision in Generation Z. Journal of Digital Marketing and Halal Industry, 6(1), 45–60.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20.
Arumbinang, N. A. (2025). Gen Z behavior bridging halal certification and MSMEs culinary products. Review of Islamic Social Finance and Entrepreneurship.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting halal purchase intention. Journal of Islamic Marketing, 6(2), 309–325.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions. Journal of Islamic Marketing, 9(1), 167–190.
Bonne, K., & Verbeke, W. (2008). Religious values informing halal consumption. Food Quality and Preference, 19(5), 581–589.
Battour, M., & Ismail, M. N. (2016). Halal tourism: Concepts, practices, challenges and future. Tourism Management Perspectives, 19, 150–154.
Febriandika, N. R., Wijaya, V., & Hakim, L. (2023). Gen-Z Muslims’ purchase intention of halal food: Evidence from Indonesia. Innovative Marketing, 19(1), 13–25.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hassan, S. H., Shiu, E., & Shaw, D. (2022). Religious identity and halal consumption among Muslim youth. Journal of Islamic Marketing, 13(4), 891–909.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations. International Journal of Tourism Research, 19(6), 1–10.
Purnasari, N. (2023). Halal knowledge and consumer purchasing behavior among Gen Z. Journal of Islamic Marketing.
Putri, Y. C. (2025). The impact of halal certification and halal awareness on purchasing intentions of Generation Z consumers. IPERCOB Journal.
Ristiyana, D. (2025). Factors influencing the purchase intention of Generation Z Muslim consumers toward halal cosmetic products. International Journal of Islamic Economics.
Rokhmah, F. N. (2025). Social media influencers on halal cosmetic purchase intention among Muslim Generation Z in Indonesia. Asian Journal of Islamic Management.
Septiani, D., & Ridlwan, A. A. (2020). The effects of halal certification and awareness. Indonesian Journal of Halal Research, 2(2), 55–60.
Sheeran, P., & Webb, T. L. (2016). The intention–behavior gap. Social and Personality Psychology Compass, 10(9), 503–518.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business (7th ed.). Wiley.
Sudarsono, H., Ikawati, R., Azizah, S. N., et al. (2024). Muslim Generation Z’s purchase intention of halal cosmetic products in Indonesia. Innovative Marketing, 20(4), 13–24.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2016). Unified theory of acceptance and use of technology: A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328–376.
Wilson, J. A. J., & Liu, J. (2010). Shaping the halal into a brand. Journal of Islamic Marketing, 1(2), 107–123.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Handi Risza, Sudarmawan, Arif Haryadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright :
Authors who publish their manuscripts in this journal agree to the following conditions:
- Copyright in each article belongs to the author.
- The author acknowledges that the Greenation International Journal of Law and Social Sciences (GIJLSS) has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
- Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at GIJLSS.
