This study aims to examine how halal awareness and local wisdom function as mediating factors in shaping sustainable consumer behaviour (SCB) within the theory of planned behaviour (TPB) framework among consumers of local food micro, small and medium enterprises (MSMEs) in Indonesia.
A quantitative survey was conducted to collect data from consumers with prior experience with local food products produced by MSMEs bearing a halal label. A structured online questionnaire was distributed via digital platforms, resulting in 401 valid responses. The collected data were analysed using partial least squares structural equation modelling to examine both direct and indirect relationships among variables.
The results indicate that both attitude and perceived behavioural control significantly influence halal awareness and local wisdom, while subjective norms primarily affect sustainable consumer behaviour through halal awareness. In addition, halal awareness and local wisdom act as significant mediators linking TPB constructs with sustainable consumer behaviour. These results emphasise the importance of religious and cultural dimensions in encouraging sustainable consumption practices.
This study offers policymakers and MSME practitioners practical guidance by highlighting the importance of integrating culturally grounded values and halal-compliant practices into sustainability strategies. Such integration may support Indonesia’s transition towards more sustainable consumption patterns. Future research is encouraged to consider broader cultural settings and external contextual factors to improve generalisability.
This research offers a novel framework that integrates the TPB and SCB theories to examine the factors influencing consumer behaviour in Indonesia’s local food MSMEs. It particularly focuses on the mediating roles of halal awareness and local wisdom, which have not been explored in previous research.
