A conceptual framework for analysing the effects of religiosity and self-congruence on halal food repurchase intention in muslim Gen Z consumers

The relationship between religiosity and consumer behaviour is also a long-term study area of interest, especially in the discussion of the state of halal consumption. Even though the relation between religiosity, purchase intention, and repurchase intention has been focused on in previous studies, scant effort has been made in relation to self-congruence, particularly in the Muslim Generation Z consumers. In this conceptual article, a model is proposed that illustrates the interrelationship between self-congruence as a moderator between the constructs of religiosity and repurchase intention of halal food products in the Klang Valley. The combination of Self-Congruence Theory, the Theory of Islamic Consumer Behaviours (TiCB), and the Theory of Planned Behaviour (TPB) solves the identified gap by viewing the study through the multi-theoretical perspective to explain the cognitive and identity processes behind halal purchasing behaviour. A theoretical contribution of the work is that self-congruence is a new moderator within the literature of halal consumer behaviour through the explanation of the interaction of religious values and personal identity affecting repurchase behaviour. In practice, the research gives halal marketers and companies related and culturally adapted approaches that consider the religious self-image of Muslim Gen Z consumers. The study is carried out on the territory of the demographically young and urban population of the Klang Valley, which gives the results specific to the context that can be used to market and brand halal products better. Together, the paper enhances the knowledge on how religiosity and self-congruence influence the Muslim Gen Z repurchase behaviour and provides invaluable insights to academics and practitioners who want to reach this fast-evolving market segment.