Food for the soul: religious identity and ethical halal labelling in sharing economy apps

Religion functions as a form of social identity characterized by perpetual group affiliation and deeply respected beliefs and values. Halal, for Muslim consumers, reflects the ethical dimension of food consumption. This study explores how religious self-identity and the value of Halal labelling impact Muslim consumers’ trust and purchase intentions on Indonesia’s leading online food delivery platforms, GrabFood and GoFood. Using a quantitative approach, data were collected through online surveys with purposive sampling from 209 Muslim users. The study found that religious self-identity and perceived usefulness of the halal label significantly influence purchase intentions, while trust did not mediate these relationships.