Enablers of halal awareness and intention to purchase local ethnic modest fashion: the moderating role of halal traceability

Purpose This study aims to fill the gap in the existing literature regarding halal awareness and purchase intention in the context of local ethnic modest fashion. Although many studies have been conducted on consumer behavior toward halal products, few have examined how halal awareness influences purchase intention in the context of local ethnic fashion. Design/methodology/approach This research uses a quantitative approach to explore this relationship and provides new insights that can be used by marketers and producers of halal fashion. Samples were 230 Indonesians aged 18 or older, Muslims and adequately informed about halal modest fashion with West Sumatra ethnic patterns. Data analysis was undertaken using SmartPLS 4.0. Findings The study indicated that religiosity and subjective norms positively impacted halal awareness, which in turn influenced halal traceability. Moreover, halal awareness, religiosity and halal traceability positively affected purchase intentions. However, self-identity did not significantly influence halal awareness and halal traceability did not moderate the relationship between halal awareness and purchase intentions. Research limitations/implications Future research could explore other regions in Indonesia or different countries with varying ethnic patterns and demographic groups to determine if these findings are consistent across different contexts, thereby enhancing the generalizability of the results. Practical implications Marketers can develop more effective marketing messages by using social media platforms and leveraging collaborations with influencers to enhance consumer awareness and education about the importance of halal products. Originality/value Limited interest in local ethnic modest fashion stemmed from the relatively low levels of religiosity, self-identity and subjective norms surrounding halal awareness moderated by halal traceability. These factors ultimately impacted the intention to purchase modest fashion with West Sumatra ethnic patterns.