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The Role of Consumer Identity and Religious Beliefs in Shaping Repurchase Intention in Halal Food

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 2 (2026) · pp. 478–492

DOI
10.34306/att.v8i2.652
ISSN
2656-8888, 2655-8807
Published
2026-04-24
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study aims to investigate the effect of halal awareness and self-identity on halal food repurchase intention in Indonesia, with product assurance belief acting as a mediating variable and religiosity and community attachment serving as moderating variables. Understanding these relationships is important to explain Muslim consumer behavior in selecting halal food products. The research adopts a quantitative survey approach targeting Muslim consumers in Indonesia. Data were collected using a purposive sampling technique to ensure that respondents met the research criteria. A total of 535 respondents participated in this study. The collected data were analyzed using Structural Equation Modelling-Partial Least Square (SEM-PLS), which allows the simultaneous testing of relationships among multiple variables in the research model. The results of the analysis reveal that halal awareness and self-identity have a significant direct influence on repurchase intention and also affect it indirectly through product assurance belief. This finding indicates that consumers who possess stronger awareness of halal principles and a stronger Muslim self-identity tend to show a higher intention to repurchase halal food products. In addition, product assurance belief significantly influences consumers’ intention to repurchase halal food, highlighting the importance of trust in halal product guarantees. The belief in product assurance is found to partially mediate the relationship between halal awareness, self-identity, and halal food repurchase intention. Furthermore, the results indicate that religiosity does not moderate the relationship between product assurance belief and repurchase intention. Community attachment also does not moderate the influence of halal awareness on repurchase intention. However, it strengthens the relationship between self-identity and product assurance belief toward halal food repurchase intention in Indonesia.

Keywords

Collaboration network of the authors

16 authors · 34 co-authorship links

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Co-authorOrganisationJoint articles
Mugi HarsonoAffiliation unknown2
Hunik Sri Runing SawitriAffiliation unknown2
Ekawati Rahayu NingsihAffiliation unknown2
Ellen Pramesti WijayaAffiliation unknown1
Doddy SetiawanAffiliation unknown1
Irwan TrinugrohoAffiliation unknown1
Dian Safitri Pantja KoesoemasariAffiliation unknown1
Khresna Bayu SangkaAffiliation unknown1
Dewi IsmoyowatiAffiliation unknown1
Catur SugiartoAffiliation unknown1
Astri SuryantiAffiliation unknown1
Sri Hestiningsih WidiyantiAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">The Role of Consumer Identity and Religious Beliefs in Shaping Repurchase Intention in Halal Food</dc:title>
	<dc:creator xml:lang="en">Rahmawaty, Penny</dc:creator>
	<dc:creator xml:lang="en">Haryono, Tulus</dc:creator>
	<dc:creator xml:lang="en">Wahyudi, Lilik</dc:creator>
	<dc:creator xml:lang="en">Setiawan, Ahmad Ikhwan</dc:creator>
	<dc:subject xml:lang="en">Halal Awareness</dc:subject>
	<dc:subject xml:lang="en">Self-Identity</dc:subject>
	<dc:subject xml:lang="en">Product Assurance Belief</dc:subject>
	<dc:subject xml:lang="en">Community Attachment</dc:subject>
	<dc:subject xml:lang="en">Repurchase Intention</dc:subject>
	<dc:description xml:lang="en">This study aims to investigate the effect of halal awareness and self-identity on halal food repurchase intention in Indonesia, with product assurance belief acting as a mediating variable and religiosity and community attachment serving as moderating variables. Understanding these relationships is important to explain Muslim consumer behavior in selecting halal food products. The research adopts a quantitative survey approach targeting Muslim consumers in Indonesia. Data were collected using a purposive sampling technique to ensure that respondents met the research criteria. A total of 535 respondents participated in this study. The collected data were analyzed using Structural Equation Modelling-Partial Least Square (SEM-PLS), which allows the simultaneous testing of relationships among multiple variables in the research model. The results of the analysis reveal that halal awareness and self-identity have a significant direct influence on repurchase intention and also affect it indirectly through product assurance belief. This finding indicates that consumers who possess stronger awareness of halal principles and a stronger Muslim self-identity tend to show a higher intention to repurchase halal food products. In addition, product assurance belief significantly influences consumers’ intention to repurchase halal food, highlighting the importance of trust in halal product guarantees. The belief in product assurance is found to partially mediate the relationship between halal awareness, self-identity, and halal food repurchase intention. Furthermore, the results indicate that religiosity does not moderate the relationship between product assurance belief and repurchase intention. Community attachment also does not moderate the influence of halal awareness on repurchase intention. However, it strengthens the relationship between self-identity and product assurance belief toward halal food repurchase intention in Indonesia.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2026-04-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/652</dc:identifier>
	<dc:identifier>10.34306/att.v8i2.652</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 2 (2026): July; 478-492</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 2 (2026): July; 478-492</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i2</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/652/474</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Penny Rahmawaty, Tulus Haryono, Lilik Wahyudi, Ahmad Ikhwan Setiawan</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>