The impact of clean eating habits on halal food: moderating role of religiosity

Purpose This study aims to examine the factors influencing attitudes toward halal food consumption, emphasizing the role of clean eating habits. Design/methodology/approach Using a quantitative approach, data from 517 young Muslim respondents in Malaysia were analysed via partial least squares–structural equation modelling (PLS-SEM). Findings The findings reveal that clean eating habits significantly impact halal-seeking behaviour, reflecting the alignment between hygiene-conscious practices and halal principles. Consumers who prioritize clean and hygienic environments are more likely to trust halal certification and adhere to halal dietary guidelines. Religiosity significantly moderates the relationship between awareness and halal-seeking behaviour, but not for halal certification or clean eating habits – suggesting that religious influence primarily shapes awareness rather than general hygiene-related behaviours. Practical implications These results highlight the importance of promoting cleanliness alongside halal certification and religious values to foster trust and encourage broader adoption of halal food. Originality/value The novelty of this research lies in its investigation of the impact of clean eating habits on the decision to choose halal foods. While previous studies have explored factors like religiosity and certification, the moderating role of consumers’ preference for clean, hygienic eating environments has yet to be fully explored.