Analysis of Muslim Consumer Trust toward AI-Generated Products in Halal Business
DOI:
https://doi.org/10.35335/vv3et798Keywords:
Artificial Intelligence, Muslim Consumer Trust, Halal Business, AI Ethics, Halal AssuranceAbstract
The rapid development of Artificial Intelligence (AI) has significantly transformed modern business practices, including the halal industry. AI technologies such as recommendation systems, chatbot services, automated halal marketing, and AI-generated product information are increasingly integrated into halal business operations to improve efficiency and customer experience. However, the implementation of AI in halal business also raises concerns among Muslim consumers regarding halal authenticity, transparency, ethics, accountability, data privacy, and religious compliance. This study aims to analyze Muslim consumer trust toward AI-generated products and services in halal business and identify the factors influencing trust. The research employs a quantitative approach using a cross-sectional survey design involving 200 Muslim consumers who have interacted with AI-based halal products or services. Data were collected through online questionnaires and analyzed using descriptive statistics and Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that Muslim consumers generally show positive attitudes toward AI-generated halal products and services, although trust remains highly dependent on halal assurance, AI transparency, ethical perception, AI reliability, perceived usefulness, and technology familiarity. Among these factors, halal assurance and AI transparency emerged as the strongest determinants of consumer trust. This study contributes to the literature on Islamic business, halal marketing, and AI consumer behavior by integrating technological and religious perspectives into the analysis of consumer trust. Practically, the findings provide important implications for halal businesses, AI developers, and policymakers in designing ethical, transparent, and halal-compliant AI systems to strengthen consumer confidence in the digital halal economy.
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