Faith-tech trust in halal cloud kitchens: the role of religiosity and value

Purpose This study aims to investigate how halal trust shapes behavioural intention in halal-certified cloud kitchen services. This study examines religiosity and metaverse interest as antecedents of halal trust, tests the mediating role of perceived value and explores how religiosity moderates the metaverse–trust relationship. Design/methodology/approach A survey was administered to 323 young Muslim consumers in Indonesia with prior experience on halal cloud kitchen platforms. The faith-tech trust model was tested via PLS-SEM, with importance–performance map analysis applied to map strategic priorities among key constructs. Findings Halal trust is the central construct, directly driving both perceived value and behavioural intention. Religiosity strengthens halal trust but attenuates the effect of metaverse interest on trust – more so among highly religious consumers. Perceived risk does not significantly affect intention. Perceived value mediates the halal trust–intention relationship. Practical implications Platforms must go beyond certification and embed Shariah accountability into every layer of the digital experience. Religiosity-based segmentation allows marketers to calibrate messaging – halal assurance for devout users, convenience for others. Originality/value The study introduces a faith-tech trust model drawing on trust theory, value congruence theory and perceived risk theory. It extends Islamic marketing literature by showing how religious identity conditions trust formation in algorithm-driven, low-visibility food services.