Halal food sustainable traceability: a multi-group consumer-centric acceptance and preference analysis

Purpose Concerns surrounding food safety traceability have increasingly become a critical issue as modern consumers place greater emphasis on food quality and sustainability. This growing interest is fueled by heightened awareness and the necessity for informed decision-making regarding food purchases. Consumers are now more attentive to the production processes, environmental impact and ethical implications of the supply chain, highlighting the importance of traceability systems in fostering sustainable practices. This study aims to explore consumer and supply chain stakeholder perspectives on halal food traceability systems, focusing on their impact on sustainability and consumer trust. Design/methodology/approach This research is based on data collected from 262 Indonesian halal food consumers, analyzed using the PLS-SEM methodology. To deepen the analysis, additional exploratory techniques were applied. This study stands out for its focus on understanding consumer acceptance and preferences concerning sustainable traceability systems for halal food in Indonesia. Furthermore, it identifies key factors that influence the adoption of sustainability and traceability practices among these consumers. Findings The study revealed significant relationships between traceability systems, halal supply chains and sustainability practices in shaping consumer acceptance and preferences. While consumer types did not directly influence acceptance or preference, their role was mediated by robust traceability systems. Hypotheses testing confirmed the positive impact of traceability systems on halal supply chains (ß = 0.668, p < 0.000) and food sustainability (ß = 0.344, p < 0.000), highlighting their role in ensuring compliance, enhancing transparency and fostering consumer trust. MGA results demonstrated notable gender and age differences in consumer attitudes, with middle-aged consumers (41–50 years) placing greater importance on traceability for acceptance and sustainability. Practical implications The results illustrate that implementing effective traceability systems and maintaining a halal-compliant supply chain are essential drivers of consumer behavior in Indonesia, particularly within the Muslim community. Conversely, in non-Muslim regions, these factors are given comparatively lower priority due to differences in awareness levels and cultural emphasis. Originality/value This research sheds light on the vital role of halal supply chain and traceability systems in Indonesia, where a predominantly Muslim population creates unique economic and cultural conditions for these practices. Traceability systems are also more cost-effective in Indonesia compared to nations where non-halal production leads to higher operational costs. Using MGA, the study uncovered key insights, such as the preferences expressed by male participants and the higher importance placed on traceability by respondents aged 41–50. These findings contribute valuable academic and practical knowledge to stakeholders in the halal food industry and provide a solid foundation for future research.