Determinants of Online Halal Purchase Decisions among Digital Natives: the Moderating Role of Religiosity

Abstract

The growing integration of digital technology and halal consumption has reshaped how Muslim consumers make purchasing decisions in Indonesia’s halal economy. This study examines the determinants of online halal purchase decisions among Muslim digital natives by analyzing the effects of Halal Lifestyle, Halal Product Inclusion, and Muslim Endorser, and the moderating role of Religiosity. Using Partial Least Squares Structural Equation Modeling, data were collected from 220 respondents with prior experience purchasing halal products through e-commerce platforms. The findings reveal that all variables significantly influence online halal purchase decisions, with Halal Product Inclusion being the most dominant predictor. Moreover, Religiosity significantly moderates the relationship between Halal Product Inclusion and Online Halal Purchase Decision, but not the others. These results suggest that Indonesian Muslim digital natives exhibit rational and evidence-based religiosity, valuing verifiable halal attributes such as certification and labeling over symbolic cues. The study contributes to the theoretical expansion of the Theory of Planned Behavior (TPB) by integrating religiosity as a contextual factor in halal consumption.