Is Halal Certification Policy Suitable for all Industry Levels? The Role of Halal Assumption in Muslim-Majority Country

Abstract

Indonesia, as a Muslim-majority country, could serve as a reference for understanding how religious and cultural contexts shape consumer behavior. In this context,this study aims to examine the influence of halal assumption, perceived risk, and perceived benefit on purchase intention through attitude by introducing the construct of “Halal Assumption,” which reflects the role of Islamic socio-cultural factors in shaping consumers’ perceptions of halal. A quantitative approach was used with data collected from 314 respondents through an online survey. The analysis employed Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that halal assumption affects attitude, which mediates its relationship with purchase intention. Consumers in Muslim-majority contexts hold inherent preconceptions about halalness even without formal certification. The findings highlight that positive perceptions and attitudes increase purchase intention, whereas perceived risk has no effect on consumer decisions. The study contributes to the refinement of halal policy by emphasizing cultural and religious capital as a foundation of consumer trust. It also suggests that a self-declared halal system can serve as a cost-efficient alternative for small enterprises in Muslim-majority countries.