Online Traceability of Halal Food Information to Protect Muslim Consumers in the Cyber Era

Abstract

This study aimed to determine the effect of halal awareness and traceability on consumer purchase decisions. The study focuses on the customer perspective on halal food product buying intentions in the internet era. The consumer perspective emphasizes the factors contributing to halal knowledge and the purchasing decisions associated with halal products. The study examined the effect of halal traceability on the relationship between halal awareness and consumer purchasing intentions. The quantitative research methodology was used, and questionnaires were delivered in person and online to collect data from 350 consumers. The results were analyzed using the SEM method. The study's findings indicate that halal awareness affects customers' purchase intentions. Additionally, religiosity, blockchain as a metric of traceability, and knowledge all influenced consumers' purchase decisions. Halal traceability mediated the association between halal awareness and customer purchasing intentions positively. The study has policy ramifications and implications for academics and marketers.