<![CDATA[The fast growth of the halal business has heightened interest in the factors influencing halal consumption behavior among Muslim costumers. This study examines the impact of religion, halal knowledge, attitudes and lifestyle on halal consumption behavior among Muslim students at Universitas Baitturrahmah who consistently utilize halal cosmetics items. A cross-sectional study, involving 250-woman students as respondents was conducted in Baiturrahmah university Padang, Indonesia. The data were analyzed using partial least square structural equating modeling (PLS-SEM) in Smart PLS, encompassing measurement evaluation and bootstrapped hypothesis testing. The findings indicate that religiosity, attitudes and lifestyle positively influence halal consumption behavior, suggesting that internalized religious commitment fosters consistent halal- oriented actions, favorable perceptions of halal cosmetics result in actual consumption, and value aligned daily routines promote halal purchasing. In contrast, halal knowledge does not exert a substantial direct influence on behavior. Indicating a knowledge-behavior gap when comprehension is not paired with reinforcing beliefs and practice. The research offers behavior framework and elucidates the significance of primary psychological, lifestyle, and religious influences in an Islamic university setting in a developing market.]]>
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