What Drives Halal Ecosystem Adoption? A Hierarchical Literacy Model in Indonesia

Nuruddin Mhd Ali; Muhammad Said; Indo  Yama; Suhendra Suhendra

doi:10.15408/etk.v25i2.50553

Authors

Nuruddin Mhd Ali Faculty of Economics and Business, Universitas Islam Negeri Syarif Hidayatullah, Jakarta, Indonesia
Muhammad Said Faculty of Economics and Business, Universitas Islam Negeri Syarif Hidayatullah, Jakarta, Indonesia
Indo Yama Faculty of Economics and Business, Universitas Islam Negeri Syarif Hidayatullah, Jakarta, Indonesia
Suhendra Faculty of Economics and Business, Universitas Islam Negeri Syarif Hidayatullah, Jakarta, Indonesia

DOI:

https://doi.org/10.15408/etk.v25i2.50553

Keywords:

behavioral intention, purchase behavior, religious consumption, certification awareness, muslim consumers

Abstract

Research Originality: This study reconceptualizes halal literacy as a ten-dimensional hierarchical construct that integrates cognitive, affective, and behavioral competencies within a unified ecosystem model, validated through a systematic mapping of 18,590 publications.

Research Objectives: This study develops and validates a holistic halal literacy model and examines its influence on Muslim consumers' intention and behavioral adoption across Indonesia's halal ecosystem.

Research Methods: Data were collected from 868 Muslim consumers across seven halal sectors (food, pharmaceuticals, tourism, cosmetics, logistics, finance, media) and analyzed using hierarchical Partial Least Squares Structural Equation Modeling.

Empirical Results: The ten-dimensional model demonstrated robust psychometric validity, with all dimensions contributing significantly. Holistic halal literacy significantly influences intention and behavioral adoption, with intention mediating the relationship. The indirect effect exceeded the direct pathway, confirming that literacy primarily shapes motivational readiness. Cultural influence, source credibility, and certification standards emerged as dominant predictors.

Implications: Developing an effective halal ecosystem requires integrated literacy interventions, enhanced institutional credibility, community-based reinforcement, digital transparency, and educational integration to strengthen Indonesia's global competitiveness in the halal sector.

JEL Classification: D12, M31, Z12

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