Halal E-commerce and Muslim Consumer Behavior: A Literature Review

Abstract

This study explored how Muslim consumers perceive and engage in halal consumption practices within the evolving landscape of Indonesian e-commerce. Amid the rapid growth of online transactions and increasing religiosity among digital users, concerns over halal integrity in products, payment systems, and marketing strategies have emerged as critical issues. The research aims to understand how halal values are internalized, represented, and acted upon by Muslim consumers in digital marketplaces. Employing a qualitative phenomenological approach, data were collected through semi-structured interviews with 12 purposively selected e-commerce users in Jakarta and Yogyakarta, alongside participatory observations and digital documentation. Thematic analysis was conducted using Braun and Clarke’s framework. The study identified four core themes: halal as a moral identity that guides consumption, trust toward platforms shaped by perceived sharia compliance, the use of visual and symbolic representations of halalness, and the influential role of digital communities in validating halal information. These findings suggest that halal consumption online is not solely a utilitarian behavior but a spiritually expressive and socially constructed practice. The study contributes to the theoretical discourse by integrating phenomenology with the Theory of Planned Behavior and maqasid al-shariah, offering a more holistic framework to understand Muslim consumer behavior in digital contexts. Practically, the results underscore the urgency of transparent halal certification, sharia-compliant platform design, and community-based trust-building features. This research highlights the need for policymakers and industry stakeholders to develop integrative, tech-driven systems that reinforce religious values in digital commerce ecosystems.