The Exploration of Determinants of Halal Product Purchasing Behavior through E-Commerce

Determinan Perilaku Pembelian Produk Halal melalui E-Commerce

Abstract

Digital ecosystems are reshaping halal consumption, yet online purchases often face unclear information, uncertain label authenticity, and inconsistent seller credibility. Objective: this study maps determinants of halal purchase intention on e-commerce by extending the Theory of Planned Behavior (TPB) with trust, halal awareness, religiosity, and halal brand quality. Using PRISMA 2020, six international databases were searched. From 1,254 records, screening yielded 22 eligible articles. Study quality was appraised with JBI/CASP by two independent reviewers; κ=0.83 indicates high inter-rater reliability. Synthesis shows Attitude and Subjective Norms are the most stable predictors, while Perceived Behavioral Control depends on risk context and label clarity. Trust links control beliefs to intention, and halal awareness varies by product category. Religiosity strengthens social-norm effects, and halal brand quality shapes attitudes and trust. Findings are consolidated into seven testable propositions and inform platform governance, digital halal verification, transaction security, and consumer education in emerging halal digital markets.