Research on World Agricultural Economy

Halal Integrity Shapes Consumer Behavior in the Agri-Food Economy, with Lifestyle, Trust, and Perceived Risk Influencing Mak Halal Adoption

Yaty Sulaiman

School of Business Management, College of Business, Universiti Utara Malaysia, Sintok 06010, Malaysia

Saed Adnan Mustafa

Marketing Department, Faculty of Business, Applied Science Private University, Amman 11937, Jordan

DOI: https://doi.org/10.36956/rwae.v7i3.2920

Received: 14 November 2025 | Revised: 23 December 2025 | Accepted: 15 January 2026 | Published Online: 5 August 2026

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Abstract

This study explores the factors that determine the purchase of halal, based on socio-religious, psychological, and market-based factors. The research places the concept of halal integrity in addition to consumer behaviour as an emerging economic driver that connects certified agri-food production and rural development, as well as sustainable trade. A theoretical model involving six main predictors, namely, religiosity, halal labeling, trust, Muslim lifestyle, risk perception, and perceived price, was developed; Muslim lifestyle was also investigated as an intermediate. The partial least squares Structural Equation Modelling (PLS-SEM) was used to analyse survey data of 293 respondents. The model used to measure was highly reliable and valid. The findings of the structural model revealed that the strongest predictors of halal consumption were religiosity (β = 0.31), halal labeling (β = 0.29), and trust (β = 0.27), and they were followed by lifestyle (β = 0.24) and risk perception (β = 0.18). The perceived price did not matter (β = 0.09). The model described 68 percent of the variance in halal consumption (R² = 0.68) and had high predictive relevance (Q² = 0.42). Mediation analysis proved that the Muslim lifestyle was one of the mediators of the effects of religiosity, trust, and halal labeling on consumption behaviour. The results are an extension of the Theory of Planned Behaviour, where lifestyle and trust are used as prime motivations in halal consumption. In practice, the findings highlight that authenticity, certification, and values are much more important to consumers than the price, and can provide recommendations to policy makers, certification agencies, and companies aiming to build trust and credibility in the halal market.

Keywords: Halal Consumption; Trust; Lifestyle Mediation; Agricultural Economics; Agri-Food Value Chain; PLS-SEM

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