Modeling Halal Product Acceptance: A Sem-Pls Approach With Cultural and Religious Mediators

This study investigates the direct and mediating effects within a study model focused on the acceptance of halal products. Using data processed with SmartPLS 4 and a sample size of 240, employing Structural Equation Modeling, the analysis reveals significant relationships between key constructs, with all hypotheses being supported. Notably, consumer ethical awareness has a strong influence on local culture, while exposure to halal products exerts a negative effect on local culture. The perceived benefits of halalisation positively affect the acceptance of halalisation, with religious values also playing a crucial role in the acceptance process. The mediating effects highlight the importance of local culture and religious values, with consumer ethical awareness showing the most substantial indirect impact. These findings illustrate the complexity of the relationships within the model, showing both positive and negative pathways, and offer valuable insights into how ethical awareness, cultural factors, and exposure to halal products shape consumer acceptance. The results provide important implications for strategies aimed at promoting halal products and enhancing their cultural acceptance.