Development of a Halal-Labelled Vaccine Purchasing Behavior Model: A Study on the Halal Lifestyle of Muslim Consumers and Sustainable Development Goals (Sdgs) in Indonesia

Objective: This study tested the dependent variable of halal-labelled vaccine purchasing behavior influenced by three independent variables, namely vaccine efficacy beliefs, knowledge of halal vaccines and halal labelling through one moderating variable of religiosity. Theoretical Framework: This research develops the Grand-Theory Planned Behavior model by modifying the attitude variable and adding the moderating variable of religiosity. Method: Quantitative survey research design. The sampling technique was carried out by purposive sampling. Respondents were taken as a sample of adult consumers who had consumed the halal-labelled Flu-Bio, CoronaVac and Vac2Bio vaccines in the Soloraya area, totaling 200 respondents. Quantitative model testing was carried out using the Structural Equation Model. The model testing stages include the validity and reliability tests of indicators, descriptive tests of respondents, inferential statistical tests, classical assumption tests and tests of multi-group moderator variables. Testing the moderating variables used the statistical program tool of AMOS 21 software Results and Discussion: It was found that there was a direct influence of vaccine efficacy beliefs, knowledge of halal vaccines and halal label on purchasing behavior. The moderating variable test of perceived religiosity was unable to strengthen the antecedents of purchasing behavior Research Implications: It is hoped that this research will be able to increase the positive attitude of the Indonesian people towards the status of halal-labelled vaccines. Strengthening the status and lifestyle of consuming halal-labelled vaccines can improve the quality of Indonesian people's health status towards Indonesia's Golden Generation 2045 and the Sustainable Development Goals (SDGs) Originality/Value: This research has the urgency of being able to provide answers for academics and marketers of halal-labelled products in developing a consumer behavior model for the halal community lifestyle in Indonesia. This research can be used as a marketing strategy to reduce the doubts of the Muslim community in Indonesia regarding the halalness of vaccines.