Green Economics and Halal Consumption: The Influence of Green Awareness, Digital Engagement, and Islamic Values on Sustainable Purchase Decisions
DOI:
https://doi.org/10.30872/miceb.v7i1.15564Keywords:
Green Awareness, Digital Engagement, Islamic Values, Sustainable Purchase Decision, Generation Z, Halal ConsumptionAbstract
The fusion of sustainability and Islamic ethics has provided fertile ground for the development of halal consumption practices in contemporary society. The role of Green Awareness, Digital Engagement, and Islamic Values in influencing Sustainable Purchase Decisions: A Study on Muslim Generation Z Consumers in Indonesia. Adopting a quantitative explanatory study, data were obtained from an online survey and analyzed employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique using SmartPLS 4.0. The findings indicate that Digital Engagement and Islamic Values have a significant positive effect on sustainable purchase decisions, with Digital Engagement emerging as the strongest predictor (β = 0.466; p < 0.001), followed by Islamic Values (β = 0.378; p < 0.001). In contrast, Green Awareness does not show a significant direct effect (β = 0.152; p = 0.118), indicating the presence of an awareness–action gap among Muslim Generation Z consumers. The model explains 68.3% of the variance in sustainable purchase decisions (R² = 0.683), demonstrating strong explanatory power. Theoretically, the paper extends the scope of the theory of planned behavior and the ethical consumption theory with the focus on the preeminence of digital engagement and religious values for the translation of awareness of sustainability into actual purchase behaviors. The practical implications of the study underscore the significance of interactive digital strategies and Islamic value-based messaging for the enhancement of sustainable halal consumption among generation Z
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