Ethical Abstention and Halal Brand Preference among Muslim Consumers: The Mediating Role of Trust

Achmad Ridha; Ushwa Dwi Masrurah Arifin Bando; Hasnidar; Azlan Azhari

doi:10.55927/eajmr.v5i4.77

Authors

Achmad Ridha Universitas Negeri Makassar
Ushwa Dwi Masrurah Arifin Bando Universitas Negeri Makassar
Hasnidar Universitas Negeri Makassar
Azlan Azhari Universitas Negeri Makassar

DOI:

https://doi.org/10.55927/eajmr.v5i4.77

Keywords:

Ethical Abstention, Halal Trust, Halal Brand Preference, Muslim Consumer Behavior, Halal Marketing

Abstract

This study examines the effect of ethical abstention on halal brand preference and the mediating role of halal trust among Muslim consumers. Extending previous phenomenological findings on ethical abstention, this research positions moral avoidance of products without halal labels as a measurable consumer behavior construct. A quantitative explanatory design was employed using survey data collected from 200 Muslim consumers in Makassar and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that ethical abstention positively influences halal brand preference, while halal trust partially mediates this relationship. These findings suggest that moral restraint functions not only as avoidance behavior but also as a pathway through which trust and preference toward halal brands are formed.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ariyanti, N., Rahman, F., & Siregar, M. (2021). Muslim consumer behavior and halal awareness in Indonesia. Journal of Islamic Marketing, 12(5), 963–980.

Ashraf, M. A. (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh. Journal of Islamic Marketing, 10(1), 64–82.

Aziz, Y. A., & Chok, N. V. (2013). The role of halal awareness, halal certification, and marketing components in determining halal purchase intention among non-Muslims in Malaysia: A structural equation modeling approach. Journal of International Food & Agribusiness Marketing, 25(1), 1–23.

Hidayati, N., & Sunaryo, B. (2023). Understanding halal awareness and purchase decision: A perspective from Muslim millennials. International Journal of Business, Economics and Law, 30(1), 44–53.

Kaya, A., & Ekmekci, O. (2022). The role of halal certification in consumer trust: Evidence from Southeast Asia. Journal of Islamic Marketing, 13(8), 1895–1912.

Kramer, R. M., & Tyler, T. R. (1996). Trust in Organizations. Sage Publications.

Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The impact of halal label in halal food buying decisions. Journal of Islamic Economic Laws, 5(1), 159–176.

Mowen, J. C., & Minor, M. (2001). Consumer Behavior. Prentice Hall.

Rasul, N., & Gani, S. (2020). Understanding consumer behaviour: Halal labelling and purchase decisions among Muslim consumers. Journal of Marketing Development and Competitiveness, 14(4), 65–78.

Ridha, A., & Fitriani. (2025). Stay halal brother: Exploring the lived experiences of Muslim consumers in avoiding commonly consumed products without halal labels. International Journal of Noesantara Islamic Studies, 2(1), 23–34.

Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior. Pearson.

Sukesti, R., & Budiman, A. (2014). The influence of halal label and personal religiosity on purchase decision on food products in Indonesia. International Journal of Business, Economics and Law, 4(1), 150–153.

Wibowo, A. (2023). Halal awareness and consumer behavior: The dynamics of religious identity in Indonesia. Journal of Islamic Marketing, 14(3), 512–530.

Yener, D. (2015). Factors that affect the attitudes of consumers toward halal-certified products in Turkey. Journal of Food Products Marketing, 21(2), 160–178.