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All Journal IKRA-ITH EKONOMIKA Jurnal Studi Ekonomi dan Bisnis Islam (SEBI)
Syaparuddin Razak
Institut Agama Islam Negeri Bone
Economics, Econometrics & Finance

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Tawāzun as A Moderator of Halal Product Choice Among Gen Z Syahrul Syawal; Syaparuddin Razak; ABD. Rasyid R.
IKRAITH-EKONOMIKA Vol. 9 No. 2 (2026): IKRAITH-EKONOMIKA Vol 9 No 2 Juli 2026
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v9i2.6900

Abstract

This study examines the moderating role of Tawāzun , an Islamic ethical balance principle, in strengthening Generation Z’s awareness in selecting halal-packaged products. Drawing on the Theory of Planned Behavior (TPB) and Social Identity Theory (SIT), this research analyzes how attitudes, subjective norms, and perceived behavioral control influence intention, and how intention subsequently affects halal awareness. A quantitative explanatory design was applied using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with data obtained from 180 Muslim Gen-Z respondents in South Sulawesi, Indonesia. The findings show that attitude, subjective norms, and perceived behavioral control significantly determine intention, while intention strongly predicts awareness in choosing halal-packaged products. Intention also mediates the indirect effects of all TPB antecedents on awareness, confirming its role as the psychological mechanism that transforms cognition into ethical awareness. Moreover, Tawāzun demonstrates a significant direct effect on awareness and a modest moderating influence on the links between perceived behavioral control and intention as well as between intention and awareness. These findings highlight that halal consumption among Gen-Z is shaped not only by rational evaluation, but also by religious-ethical values and identity-based commitments, offering strategic implications for halal education, policy, and marketing.
EXPLORING NAZAHAH’S MEDIATION IN REINFORCING CONSUMER TRUST AMONG MICRO SCALE NASI KUNING ENTERPRISES Sri Wahyuni; Syaparuddin Razak; Haslindah
Sebi : Studi Ekonomi dan Bisnis Islam Vol. 8 No. 1 (2026): Jurnal Studi Ekonomi dan Bisnis Islam (SEBI)
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/sebi.v8i1.4794

Abstract

This study investigates the mediating role of nazāhah conceptualized as integrity, honesty, and purity of intention in strengthening consumer trust among micro-scale nasi kuning enterprises in Bone Regency, Indonesia. Grounded in Islamic Business Ethics Theory and Consumer Trust Theory, the research examines how ethical selling behavior, compliance with Islamic values, and business social responsibility influence consumer trust through the internalization of nazāhah. Using a quantitative explanatory design, data were collected from 150 respondents and analyzed using PLS-SEM. The results demonstrate that nazāhah has a strong and significant direct effect on consumer trust, while also fully mediating the relationships between social responsibility and trust, as well as indirectly linking ethical and religious values to trust formation. These findings indicate that ethical awareness and Sharia compliance alone are insufficient to generate trust unless they are transformed into consistent moral conduct through nazāhah. The study contributes to the literature by empirically positioning nazāhah as a strategic ethical mechanism that bridges spiritual values and market behavior. Practically, the findings highlight the importance of integrity-based education and socially responsible practices in fostering sustainable trust within Islamic micro-enterprises.
Co-Authors ABD. Rasyid R. Haslindah Sri Wahyuni Syahrul Syawal