Generation Z Halal Green Consumption on Digital Platforms: Integrating Theory of Planned Behavior and Technology Acceptance Model
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1640Keywords:
Generation Z, Halal Green Consumption, Technology Acceptance Model, Theory of Planned BehaviorAbstract
Digitalization has transformed halal and environmentally responsible consumption, yet limited research has integrated behavioral and technology perspectives to explain digital halal green consumption among Generation Z in West Java. This study examines the factors influencing Generation Z’s intentions regarding digital halal green consumption by integrating the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). A quantitative survey was conducted among 383 Muslim Generation Z respondents selected through purposive sampling. Data were collected using a questionnaire covering eight constructs and 34 indicators and analyzed using PLS-SEM. The results show that knowledge of halal and concern about halal significantly affect attitude. Perceived ease of use, attitude, and perceived behavioral control significantly affect intentions, whereas perceived usefulness and subjective norms do not. Attitude also significantly mediates the relationships between knowledge of halal and concern about halal and intentions. These findings indicate that perceived control and technological ease are more important than perceived usefulness and social pressure in explaining digital halal green consumption intentions. The study contributes to halal consumer research by integrating TPB and TAM in a digital and environmentally responsible consumption context.
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