Makassar — A 2026 study by Achmad Ridha, Ushwa Dwi Masrurah Arifin Bando, Hasnidar, and Azlan Azhari from Universitas Negeri Makassar shows that deliberately avoiding products without halal certification significantly strengthens Muslim consumers’ preference for halal brands. The research also confirms that halal trust plays a mediating role in transforming moral caution into stable brand preference.
The global halal market continues to expand as Muslim consumers increasingly prioritize transparency and religious certainty in product selection. Halal certification is no longer interpreted only as a religious requirement but also as a signal of credibility, safety, and institutional reliability in modern marketplace environments.
In Indonesia, consumers frequently encounter products that are socially familiar but lack formal halal certification. This situation creates recurring moral dilemmas, particularly in supermarkets, convenience stores, and digital marketplaces where purchasing decisions must often be made quickly with limited product verification.
The study highlights a behavioral pattern known as ethical abstention, defined as deliberate avoidance of products without halal labels. This behavior represents an active moral filtering process rather than passive rejection, shaping how consumers evaluate brands in uncertain consumption environments.
The research involved 200 Muslim consumers in Makassar who regularly purchase food, beverages, and everyday consumer goods. Survey responses were analyzed using structural statistical modeling to examine relationships between ethical abstention, halal trust, and halal brand preference.
The results show that ethical abstention has a significant positive effect on halal brand preference. The direct path coefficient reached 0.412, indicating that stronger avoidance of uncertified products leads to stronger preference for halal-certified brands.
The study also confirms that halal trust mediates this relationship. The indirect effect through halal trust reached 0.276, demonstrating that trust strengthens the influence of moral avoidance on brand preference.
These findings suggest that non-purchase decisions can become an early stage in preference formation. Consumers who consistently avoid uncertified products gradually develop stronger trust in brands that clearly communicate halal assurance.
The research further explains that halal trust extends beyond certification logos. Consumers interpret trust through brand transparency, communication consistency, and perceived commitment to halal integrity across product lines.
According to Achmad Ridha from Universitas Negeri Makassar, ethical abstention functions as a moral screening mechanism that helps consumers prioritize brands aligned with religious expectations. He explained that repeated encounters with uncertain products reinforce this filtering behavior over time.
Ushwa Dwi Masrurah Arifin Bando from Universitas Negeri Makassar emphasized that halal trust acts as a bridge connecting moral restraint with long-term brand preference. Consumers with higher trust levels tend to demonstrate more stable brand choices.
Hasnidar from Universitas Negeri Makassar explained that the findings expand halal consumer behavior theory beyond purchase intention models by showing that avoidance behavior itself contributes to market orientation.
Azlan Azhari from Universitas Negeri Makassar highlighted that halal branding strategies should focus on trust-based communication through transparent product information and consistent halal identity presentation.
The study provides important implications for producers in food, cosmetics, and consumer goods industries targeting Muslim markets. Companies that consistently communicate halal credibility are more likely to strengthen customer loyalty in increasingly competitive halal sectors.
The findings also confirm that halal branding strategies should go beyond certification symbols and emphasize credibility, transparency, and ethical consistency to build stronger consumer preference.
Achmad Ridha is affiliated with Universitas Negeri Makassar. Ushwa Dwi Masrurah Arifin Bando is affiliated with Universitas Negeri Makassar. Hasnidar is affiliated with Universitas Negeri Makassar. Azlan Azhari is affiliated with Universitas Negeri Makassar.
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