Beyond the Theory of Planned Behavior: An Integrated Islamic Marketing Model of Halal Product Purchase Intention

Abstract

The rapid growth of the global halal industry, coupled with the expansion of digital technology, has transformed Muslim consumer purchasing behavior and challenged the adequacy of conventional behavioral models. Theory of Planned Behavior (TPB) remains one of the most widely used frameworks for explaining halal product purchase intention; however, its explanatory capability is increasingly limited in addressing the influence of Islamic values and digital marketing environments. This study aims to reconstruct a conceptual model of halal product purchase intention by integrating TPB with Islamic Marketing in the digital era. The study employed a library research method using a conceptual literature review approach based on Scopus-indexed journal articles related to TPB, Islamic Marketing, halal products, purchase intention, and digital marketing. Data were analyzed through concept identification, critical evaluation of previous studies, theoretical synthesis, and conceptual model reconstruction. The findings indicate that the TPB constructs attitude, subjective norm, and perceived behavioral control remain fundamental determinants of purchase intention. Nevertheless, their explanatory power is enhanced by incorporating Islamic Marketing dimensions, including halal trust, Islamic branding, halal awareness, and Islamic marketing ethics, together with digital marketing factors such as social media marketing, electronic word of mouth, and digital customer experience. The study proposes an integrative conceptual framework that extends TPB by combining psychological, Islamic ethical, and digital perspectives. This framework contributes to the advancement of halal consumer behavior theory and provides a theoretical foundation for future empirical studies and strategic marketing practices within the halal industry.