Does Gen Z have the intention to purchase halal fashion?

Abstract

The primary contribution of the paper is the finding that the purchase intentions of Indonesian Gen Z consumers regarding halal fashion encompass not only modest clothing, such as hijabs, niqabs, and long dresses, but also fashion items produced and distributed in accordance with Islamic halal principles. This study has investigated how Gen Z consumers embrace and purchase halal fashion products that adhere to modesty and halal standards.  Data were gathered from 306 Gen Z consumers through structured surveys and analyzed using partial least squares structural equation modeling (PLS-SEM) to evaluate the influence of key variables derived from the Theory of Planned Behavior. The findings indicate that Religiosity, Subjective Norms, Attitude, Perceived Behavioral Control, and Habit significantly influence attitudes and purchase intentions toward halal fashion, while Knowledge of halal fashion does not have a positive impact on consumer attitudes. These results suggest that social, religious, and behavioral factors play a more critical role than informational knowledge in shaping Gen Z's purchasing behavior. The study's practical implications suggest that halal fashion marketers should enhance religious identity and utilize social influences, as Religiosity and Subjective Norms significantly drive Gen Z's attitudes and purchase intentions. Instead of focusing solely on information, marketing strategies should emphasize community endorsements, religious messaging, and social network engagement.