This study aims to examine how halal ethical atmospherics and spiritual congruence shape consumer engagement in halal restaurants. While previous research has shown that halal attributes and religiosity influence consumer behavior, little is known about how these factors are translated into active consumer engagement. This study addresses this gap by investigating emotional resonance as the mechanism through which ethical and spiritual experiences foster stronger consumer connections with halal restaurants.
A quantitative survey was conducted among 128 urban Muslim consumers in Indonesia who had experience dining at halal-certified restaurants. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) to test the relationships among halal ethical atmospherics, spiritual congruence, emotional resonance and consumer engagement.
The results show that halal ethical atmospherics and spiritual congruence significantly enhance emotional resonance. Emotional resonance is the strongest driver of consumer engagement and mediates the influence of halal ethical atmospherics on engagement. Spiritual congruence also has a direct positive effect on engagement. These findings suggest that consumers engage more deeply with halal restaurants when ethical and spiritual values are experienced not only as religious obligations but also as emotionally meaningful experiences.
Halal restaurant operators should move beyond emphasizing certification alone and focus on creating dining environments that reflect Islamic ethical values and foster emotional connection. Service interactions, physical settings and communication strategies that strengthen both spiritual alignment and emotional attachment can enhance customer engagement and loyalty.
This study extends the halal restaurant literature by explaining how ethical and spiritual cues translate into consumer engagement. Unlike previous studies that have focused primarily on the direct effects of halal attributes, service quality, or religiosity, this research highlights emotional resonance as a key psychological mechanism connecting value-based experiences with consumer engagement. The findings offer a more nuanced understanding of consumer behavior in halal service settings.
