The Mediating Role of Wara’ in Determining the Purchase Behavior of Environmentally Friendly Halal Products among Generation Z

Abstract

This study investigates how wara’an Islamic ethical value emphasizing moral vigilance and avoidance of doubtful matters mediates the relationship between Islamic ethics, religious norms, environmental awareness, and halal product purchasing behavior among environmentally conscious Generation Z Muslims. The study addresses the lack of empirical evidence explaining how Islamic moral values are translated into sustainable consumption behavior.

A quantitative approach was employed using a structured questionnaire with a five-point Likert scale. Data were collected from 157 Muslim Generation Z respondents in South Sulawesi, Indonesia, selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (SEM-PLS) with SmartPLS version 4.0.8.9.

The results indicate that Islamic ethics significantly influence wara’ (β = 0.825), and wara’ positively affects halal purchasing behavior (β = 0.562). Religious norms significantly influence both Islamic ethics and consumer behavior, while environmental awareness contributes to ethical internalization. Mediation analysis confirms that wara’ plays a significant mediating role in translating Islamic values into actual purchasing behavior.

This study demonstrates that wara’ functions as a key moral mechanism linking Islamic ethical values to sustainable halal consumption. The main takeaway is that spiritual ethics strengthen eco-conscious purchasing decisions among Generation Z Muslims, offering important implications for halal industry strategies and Islamic consumer education.