<![CDATA[Halal consumption increasingly involves emotional and moral considerations beyond functional value, particularly in the cosmetic product context. This study examines the effects of perceived value, with a specific focus on emotional value, on moral elevation and halal purchase intention. Using survey data analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that emotional value has a strong and significant effect on halal purchase intention (β = 0.4075; t = 5.3532) and moral elevation (β = 0.5406; t = 7.5140). Moral elevation also significantly influences halal purchase intention (β = 0.3762; t = 4.5309). While perceived value positively affects moral elevation (β = 0.3511; t = 4.5465), its direct effect on halal purchase intention is not significant (t = 1.8818), indicating a mediated relationship. These findings suggest that emotional and moral mechanisms play a central role in halal consumer decision-making. The study contributes to the Theory of Planned Behavior by extending the attitudinal component to incorporate moral emotions, demonstrating moral elevation as a key affective–moral pathway linking value perceptions to behavioral intention. In addition, the results advance moral emotions literature by positioning moral elevation as an active mediator in ethical consumption rather than a mere emotional response. Academic and managerial implications for halal cosmetic marketing strategies are discussed.]]>
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