GENERATION Z HALAL GREEN CONSUMPTION ON DIGITAL PLATFORMS: INTEGRATING THEORY OF PLANNED BEHAVIOR AND TECHNOLOGY ACCEPTANCE MODEL
Published:
2026-09-06Downloads
Abstract
This study aims to examine the factors influencing Generation Z’s intention toward digital halal green consumption in West Java by integrating the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM). A quantitative survey was conducted involving 383 Muslim Generation Z respondents in West Java who had purchased halal and environmentally friendly products through digital platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that knowledge of halal and concern for halal significantly influence attitude. Perceived ease of use significantly affects perceived usefulness and attitude, while perceived usefulness influences attitude. Furthermore, subjective norm and perceived behavioral control not significantly affect behavioral intention. Knowledge of halal also has a significant positive effect on behavioral intention. These findings indicate that the integration of TPB, TAM, and halal-related factors provides a framework for explaining Generation Z’s digital halal green consumption intention.
Keywords:
Generation Z; Halal Green Consumption; Theory of Planned Behavior; Technology Acceptance Model; Digital PlatformReferences
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