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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Riau Journal of Empowerment JURNAL AGRICA Jurnal Agribisnis Jurnal Agristan International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Agroindustri Halal
Cici Aulia Permata Bunda
Program Studi Agribisnis Fakultas Pertanian Universitas Siliwangi
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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GENERATION Z HALAL GREEN CONSUMPTION ON DIGITAL PLATFORMS: INTEGRATING THEORY OF PLANNED BEHAVIOR AND TECHNOLOGY ACCEPTANCE MODEL Faqihuddin; Muhammad Dzulfaqori Jatnika; Cici Aulia Permata Bunda
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22892591

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.
Co-Authors Andani, Listia Enok Sumarsih Faqihuddin Faqihuddin Helbawanti, Octaviana Januar Arifin Ruslan Jatnika, Muhammad Dzulfaqori Nur ‘Azah Rina Nuryati Soedarto, Teguh