Halal reasoned goal pursuit: predicting Muslim behavioral intentions in food delivery apps

Purpose This study aims to address a gap in the literature by merging individual religious aspirations with the larger socio-religious context in influencing halal food consumption behavior via food delivery apps. Design/methodology/approach The partial least squares structural equation modeling approach was used to analyze data from 245 Muslim respondents from 22 countries with Muslim majority and minority populations, as well as demographic information. Findings The study found that religious commitment, halal knowledge, Muslim authority, Muslim community, halal certificates, and Muslim-signed all had a significant impact on Muslim consumers’ intention to use Halal Food Delivery Apps (HFDA), emphasizing the importance of religious and social dimensions in consumption decisions. Research limitations/implications This study expands intention-based theories such as the theory of planned behavior and the theory of reasoned goal pursuit (TRGP) by including the moral-spiritual dimension as a motivator of intention. It enables experts to elucidate Muslim consumer behavior about halal consumption, grounded in Islamic principles and beliefs. Practical implications HFDA service providers and the halal food industries need to highlight religious features such as halal certification, connectedness to Islamic authorities, and app designs that reflect Muslim identity to enhance consumers’ perceived behavioral control and strengthen loyalty and continued usage intentions. Originality/value This study introduces halal reasoned goal pursuit as an extension of the TRGP that is specifically contextualized in halal consumption and its impact on Muslim consumer behavior when using HFDA.