<![CDATA[Purpose ‒ This study investigates how halal fatigue and distrust behavior influence perceived risk and, subsequently, decision making among Muslim minority consumers in the Philippines, a pluralistic and institutionally fragmented halal market. Design/Methodology/Approach ‒ A quantitative survey was administered to 231 Muslim consumers. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test direct and mediated effects within a cognitive–institutional framework. Findings ‒ Rational style and fatigue significantly increase perceived risk, while distrust behavior shows no significant effect. Perceived risk positively influences decision making, and mediates the effects of both rational style and fatigue on decisions. Originality/Value ‒ The study reframes perceived risk as a mobilizing cognitive mechanism rather than merely a barrier in ethically charged consumption, introducing halal fatigue as a key antecedent and distinguishing distrust behavior from generalized skepticism. Research Limitations/Implications ‒ Findings are context-specific to the Philippine Muslim minority; cross-national replication is recommended. Emotional and social moderators were not modeled. Practical Implications ‒ Policymakers and halal certifiers should reduce cognitive load through standardized, transparent verification systems to mitigate fatigue-driven risk escalation and support confident consumer engagement.]]>
Copyrights © 2026
