Food for the soul: religious identity and ethical halal labelling in sharing economy apps

2024/12/26 by Siti Kholilah, Rakotoarisoa Maminirina Fenitra, Sri Rahayu Hijrah Hati +1
Business, Management and Accounting · Social Sciences · #Consumer Behavior and Marketing Influence #Digital Marketing and Social Media #Halal products and consumer behavior

paper · doi:10.1080/1070289x.2024.2444105

crossref issued 2024/12/26 · crossref published 2024/12/26 · crossref published-online 2024/12/26 · openalex publication_date 2024/12/26 · crossref created 2024/12/26 · openalex created_date 2025/10/10 · crossref published-print 2026/07/04 · crossref deposited 2026/07/24 · crossref indexed 2026/07/24 · openalex updated_date 2026/07/25

Abstract

Religion functions as a form of social identity characterized by perpetual group affiliation and deeply respected beliefs and values. Halal, for Muslim consumers, reflects the ethical dimension of food consumption. This study explores how religious self-identity and the value of Halal labelling impact Muslim consumers’ trust and purchase intentions on Indonesia’s leading online food delivery platforms, GrabFood and GoFood. Using a quantitative approach, data were collected through online surveys with purposive sampling from 209 Muslim users. The study found that religious self-identity and perceived usefulness of the halal label significantly influence purchase intentions, while trust did not mediate these relationships.

Citations

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