September 10, 2025Journal of Consumer SciencesOpen Access

Halal Knowledge, Religiosity, and Halal Awareness: Determinants of Generation Z Consumers Purchase Decision

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Quantitative analysis shows halal knowledge and religiosity impact halal awareness in Generation Z, suggesting marketing strategies.

Halal knowledge and religiosity positively influence halal awareness, impacting consumer behavior.
384 respondents were surveyed, revealing that halal awareness mediates the effect of knowledge and religiosity on consumer choices.
Quantitative research design with a survey approach employed, analyzed using Structural Equation Modeling (SEM).
Findings suggest the importance of educating Generation Z on halal certification to enhance their buying decisions.

Sari et al. (2025) studied this question.

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