The Effect of Halal Focused Value Orientation on Sustainable Consumption)

Abstract

Aim: As a result of the environmental crises threatening natural balance and the future of humanity, new approaches are observed in consumption preferences. Consumers who are responsive to environmental problems consider future generations and nature in their buying decisions. They strive to reduce the overconsumption of resources. The antecedents of this environmental approach, which is called sustainable consumption, consist of variables such as environmental awareness, social awareness, food safety, and fair trade principles. This study examines whether halal principles, which are among the fundamental values of the increasing Muslim population globally, are an antecedent of sustainable consumption. Method: A descriptive research design was conducted to gather data required to test the hypotheses of the research model. Required data collected from members of a Facebook group constituted members who share their experience in consumption within the framework of halal principles through an online survey. Findings: The findings of this study show that halal values affect the sustainable consumption tendency like other consumption-related sustainable values. Results: It is possible that considering halal values while developing marketing strategies to promote sustainable consumption in countries with a large Muslim population will positively affect consumer attitudes.