BEYOND THE LABEL: HALAL AWARENESS AS A MEDIATOR IN MUSLIM CONSUMERS' PACKAGED FOOD CHOICES

Abstract

This study aims to investigate the factors influencing Muslim consumers' intention to purchase halal packaged food products, focusing on the roles of halal certification, product composition, and halal awareness as a mediating variable. A survey was conducted with 215 Muslim undergraduate students in the Solo Raya region of Indonesia, selected through purposive sampling. The data were analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) to test the proposed hypotheses.The results indicate that both halal certification and product composition positively affect halal awareness. Additionally, halal awareness significantly influences the intention to purchase halal packaged food. Notably, halal awareness serves as a partial mediator between halal certification, product composition, and purchase intention.The findings suggest that manufacturers should prioritize obtaining and displaying halal certifications, provide transparent product information, and invest in consumer education about halal principles. This approach can enhance consumer trust and increase purchase intentions.This research contributes to the existing literature by providing empirical evidence on the mediating role of halal awareness in the context of halal packaged food consumption, addressing a gap in understanding consumer behavior in the halal market.