The impact of consumption values and halal awareness on Muslim consumers’ attitude and intention to use halal online food delivery

Purpose This study aims to investigate the factors influencing Muslim consumers’ attitude and intention to use Halal Online Food Delivery (HOFD) services by applying the Theory of Consumption Values (TCV) and the Cognitive–Affective–Behavioral model. The study examines how halal logo, perception of halal logistics, social value, epistemic value, emotional value, conditional value and religious value influence Muslim consumers’ attitudes and intention to use HOFD, with halal awareness as a moderator. Design/methodology/approach A quantitative survey was conducted with 450 Muslim users of online food delivery. Data were collected via online questionnaires and analysed using SmartPLS. Findings The results indicate that halal logo, perception of halal logistics, epistemic value, conditional value and religious value significantly influence consumer attitudes, while social value and emotional value have no significant effect. Consumer attitude strongly predicts intention to use HOFD. Halal awareness strengthens the relationships between social value and epistemic value, and consumer attitude. Practical implications The findings have practical implications for HOFD providers, emphasising the need to display halal certification, ensure halal-compliant logistics, and align services with religious values. Policymakers can enhance adoption by promoting halal awareness campaigns. Originality/value This study extends the TCV by incorporating religious value and highlights the moderating role of halal awareness, demonstrating its importance in shaping how social values and epistemic values influence consumer attitudes towards HOFD.