Decoding consumer behaviour in the halal food market: the relationship between religiosity, halal food consciousness and purchase intention

The increasing global demand for halal food has heightened scholars' interest in understanding the psychological and cultural drivers shaping consumers' halal-related decisions. This study examines the relationship between halal food consciousness, religiosity, and halal food purchase intention, proposing an integrated framework that captures both cognitive awareness and religious value orientations. Using survey data collected from consumers familiar with halal-certified products, the study tests the direct and indirect effects among the three constructs. Results indicate that higher levels of religiosity significantly predict halal food consciousness, which in turn positively influences purchase intention. Moreover, halal food consciousness partially mediates the relationship between religiosity and purchase intention, suggesting that religious commitment encourages more informed and value-consistent food choices. The findings contribute to the halal marketing and consumer behaviour literature by clarifying the mechanisms through which religiosity shapes purchasing decisions and by offering practical implications for marketers seeking to strengthen trust, certification clarity, and communication strategies in the halal food sector.