This study aims to examine how green ergo-iconic value (GEV), a novel construct integrating ecological aesthetics (EA) and digital halal integrity, influences Muslim consumer purchase intention (PI) in Indonesia’s halal market. The research addresses three key questions: how EA and digital halal integrity influence GEV formation; whether GEV mediates the relationships between these antecedents and PI; and the relative effects of both antecedents on PI. This investigation bridges Islamic marketing and environmental marketing literature, addressing the gap in understanding how contemporary Muslim consumers simultaneously evaluate religious compliance and environmental sustainability in digitally enabled marketplaces.
The study uses partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0 with a sample of 384 Muslim consumers in Indonesia. The GEV construct was developed through content validity assessment by five Islamic marketing scholars and pilot exploratory factor analysis (n = 30), resulting in a seven-item scale. Data were collected via an online survey. Analysis followed a two-stage approach: measurement model assessment (composite reliability, average variance extracted, Cronbach’s alpha, heterotrait–monotrait ratio) and structural model assessment using bootstrapping with 5,000 resamples to test direct effects, mediation pathways, effect sizes (f²) and predictive relevance (Q2).
Both EA (β = 0.312, p < 0.001) and digital halal integrity (β = 0.289, p < 0.001) significantly predict GEV formation. GEV strongly influences PI (β = 0.467, p < 0.001), explaining 52.3% of the variance. GEV fully mediates the EA–PI relationship (indirect effect β = 0.146, VAF = 62.1%) and partially mediates the digital halal integrity–PI relationship (indirect effect β = 0.135, VAF = 40.5%). The interaction effect between EA and digital halal integrity was non-significant (β = 0.067, p = 0.155), indicating an additive rather than synergistic mechanism. Digital halal integrity demonstrates a stronger total effect on PI (β = 0.333) compared to EA (β = 0.235).
The study uses a convenience sample of digitally active, highly educated Muslim consumers (75.5% bachelor’s degree or higher) in Indonesia, limiting generalizability to broader Muslim populations. The GEV scale, being newly developed, requires confirmatory factor analysis with larger independent samples. The cross-sectional design precludes causal inference, and the study measures PI rather than actual behavior. Geographic scope is limited to Indonesia; validation in other Muslim-majority markets is needed. Potential moderators, including religiosity, environmental consciousness and digital literacy, remain unexplored. Future research should use longitudinal designs, diverse sampling strategies and cross-cultural validation.
Halal businesses should develop integrated marketing strategies emphasizing both EA and digital halal integrity simultaneously rather than promoting environmental and halal attributes separately. Investment in digital verification infrastructure (blockchain, QR code systems) offers strong returns (total effect β = 0.333). Ecological design excellence, sustainable packaging and natural ingredient presentation serve as critical drivers of consumer value perceptions. Marketing communications should articulate the integrated GEV value proposition to resonate with educated, digitally active Muslim consumers. Product development teams should prioritize the aesthetic appeal of environmental features alongside robust digital authentication systems to maximize PI in contemporary halal markets.
Governments and halal certification authorities should invest in digital halal certification infrastructure, including blockchain-based traceability and QR-code verification systems, to enhance consumer trust and market transparency. Halal certification standards should explicitly incorporate environmental sustainability criteria, reflecting the Islamic concept of tayyib (wholesome, pure and ethically produced). Consumer education initiatives are needed to promote understanding of digital verification systems and the integration of Islamic values with ecological responsibility. These developments support sustainable consumption patterns among Muslim communities while preserving religious authenticity, contributing to both environmental protection and faith-based ethical consumption frameworks.
This paper makes three original contributions. First, it introduces GEV, a theoretically grounded and empirically validated construct that is the first to synthesize EA and digital halal integrity into a single unified value framework for Muslim consumers. Second, it bridges two previously siloed literature streams, Islamic marketing and green marketing, by demonstrating that religious authenticity and ecological appeal converge synergistically within the tayyib paradigm. Third, it provides the first PLS-SEM evidence of GEV’s mediating role in Muslim PI, advancing value theory, social identity theory and digital transformation research in halal markets.
