Consumer acceptance of halal food traceability systems: a novel integrated approach using modified UTAUT and DeLone & McLean models to promote sustainable food supply chain practices

Abstract

With the growing demand for sustainable and transparent food supply chains, consumer awareness of Halal integrity is rising, highlighting the need for a Halal food traceability system to enhance consumer confidence by providing detailed production information. However, the factors influencing consumer acceptance of such systems in Indonesia remain unclear. This study addresses three key objectives: (1) assessing consumer intention to use a Halal food traceability system; (2) exploring the relationships between system quality, information quality, service quality, performance expectancy, effort expectancy, social influence, and trust and consumer behavioural intention; and (3) evaluating the effectiveness of an integrated model combining the modified Unified Theory of Acceptance and Use of Technology (UTAUT) and the DeLone & McLean Information System Success Model (D&M IS Success Model) in understanding consumer intention. This study develops and tests three models through an online survey conducted in 2023, targeting individuals aged 17–42 with a significant interest in Halal food products. The results from 255 respondents indicate a strong interest in adopting the system, with performance expectancy, effort expectancy, social influence, and trust identified as key drivers of consumer intention. These findings offer valuable insights for Halal industry managers to enhance traceability and transparency in the food supply chain, promoting more efficient and ethical food production systems. This research could contribute to clean, green, sustainable, and low-carbon logistics and supply chain management by addressing the increased demand for traceability systems, which help track the Halal status of products and promote various sustainability factors, including process efficiency, waste reduction, and carbon footprint minimization.