A meta-analytic structural equation model of Halal purchasing behavior: extending the theory of planned behavior with religiosity

Abstract This study extends the Theory of Planned Behavior (TPB) by integrating religiosity as a key psychological determinant of Halal purchasing behavior. While TPB has proven effective in predicting consumer intention and behavior, it often overlooks culturally embedded variables such as religious belief systems. To address this, we conducted a Meta-Analytic Structural Equation Modeling (MASEM) using data from 42 empirical studies ( N = 13,058), synthesizing associations among Attitude, Subjective Norms, Perceived Behavioral Control (PBC), Religiosity, Intention, and Behavior. Results from the two-stage SEM (TSSEM) approach confirm Attitude (β = 0.320, p < 0.001), Subjective Norms (β = 0.234, p = 0.0013), and Religiosity (β = 0.266, p < 0.001) as significant predictors of intention. Although PBC does not predict intention, it strongly predicts behavior (β = 0.598, p < 0.001). Intention also significantly predicts behavior (β = 0.360, p = 0.0016). The extended model demonstrates excellent fit (RMSEA = 0.0185, CFI = 0.9917), supporting the inclusion of religiosity in TPB. Robustness was assessed using a one-stage MASEM, which confirmed the consistency of the findings. These findings advance understanding of how cognitive, normative, and faith-based factors interact in shaping behavior, particularly in culturally or religiously motivated consumer contexts.